Jewellery brands devote a considerable amount of effort into creating stunning products. However, the issue is that a striking necklace sitting in a simple, unadorned box isn’t likely to sell as well as it otherwise might. Studies show that people make judgement decisions about products even prior to gaining access to the product in question. The significance of that would be significant to most brands.
Aspects of how your package is designed not only protect the jewellery item but also present an immediate emotional response to customers when they see the package. The packaging encourages a sense of trust by creating excitement and communicates the currency value of a brand to customers.
Below are Eight Custom Packaging Tips to support your brand’s sales through strengthening their use of good design principles.
Why Custom Jewellery Packaging Matters for Sales
As jewellery customers are already emotional due to the fact that they are either celebrating, giving a gift or treating themselves; therefore, the packages will be connected to reinforcing the positive feelings related to the jewellery. The visual appeal of a great box conveys the message that the contents of the box should be commemorated.
Conversely, if the box is made from inexpensive and/or poorly made product, then even if the product within is of superior quality, the customer may question the quality of the product due to the poor quality of the package. Poor product purchasing due to unappealing/poorly designed packages costs these brands sales on a daily basis.
Use Packaging that Feels Welcoming
When products are packaged in a way that welcomes the recipient into the story of the brand, they will be able to relate to it on an emotional level which will increase their likelihood of purchasing from you again in the future. When a customer feels valued by a brand, they will develop a deep relationship with that brand and continue to purchase it as long as it is available.
Personalizing Your Jewellery Custom Packaging
To add a personal touch to your product’s packaging:
- Create a message or inspirational quote that can be placed under the lid of the box it comes in.
- Include a small handwritten style thank you card.
- Include a care card so the customer knows how to maintain their jewellery.
- Use tissue paper or ribbon inside of the packaging that matches your brand’s colors.
- Seal the box with a sticker labelled with your brand’s name or symbol to provide a final touch.
Why It Works
When a customer opens their package and finds something unexpected it creates a feeling of excitement, as well as positive reinforcement for the company due to the customer’s delight at receiving an unexpected gift or surprise from them. The customer’s joy tends to lead them to post about the company on social media, provide referrals to others about your company, and return to purchase from you again.
Think Eco-Friendly
Consumers as a whole are increasingly concerned about the environment and want to support businesses that share similar values. Eco-friendly packaging is becoming a selling point for many consumers and is something you should consider if you want to reach this growing and important segment of consumers.
Build for Shipping Durability
Selling jewellery online presents additional challenges compared to having a brick-and-mortar store — the packaging has to make the long trip from the seller to the buyer. If your beautiful box is delivered with dents or crushes and your jewellery is scratched inside, you’ve created a very negative perception of your brand.
Consider This When Choosing Custom Packaging for Shipping
- Use double-walled or reinforced boxes for shipping products long distances
- Use foam or velvet inserts to keep your jewellery secured during shipping
- Use closure systems that can secure the flap without having them pop open – like magnets or tuck flap closures
- Provide an outer mailer box for added protection during handling/shipping by courier.
Create a Positive Unboxing Experience
Buying jewellery online has an associated level of excitement about receiving it. Delivering your beautifully designed box in excellent condition is part of that excitement. When it arrives damaged, it ruins that excitement. Properly designed strong packaging ensures the product reaches the customer safely and keeps the excitement of ordering intact for your customer.
Keep Courier Costs in Mind
The larger your box (heavier) the more it will cost to ship. As an e-commerce brand, shipping costs are included in your product prices, therefore try to keep your box as compact and lightweight as possible while still being sturdy and creating a competitive total price without sacrificing quality.
Choose a Packaging Manufacturer / Supplier Carefully
These suggested tips will only work if you’re using a supplier that understands the process of making jewellery packaging. By working with a capable partner to create your packaging, you’ll find that the process is easier and that the finished product will be superior.
What to Look for in a Custom Packaging Partner
- A supplier that has experience working with jewellery packaging, as opposed to generic boxes
- A supplier that has an extensive catalogue of products to look through prior to placing your order
- A supplier who provides design assistance and support, and who can help you refine your idea, as opposed to simply printing whatever you send them
- A supplier that has quick turnaround times and provides quotations that are easy to understand
- A supplier that provides inexpensive/freight free shipping for bulk order
Ask Questions Before Your Order
Before placing an order, ask for a sample of the packaging you are considering to check for print quality, thickness of material, finish, and the way the packaging holds up when opened/closed multiple times. A supplier that stands by their product will not hesitate to send out a sample prior to your placing an order and a supplier that has an excuse for not doing so should raise a red flag.
Research would help get ideas BEFORE you put down an investment & design feature on your Custom packaging
Build a Mood Board
After researching and deciding upon a style and design, build a mood board. Pull together all your images of jewellery packaging you like (e.g., Instagram, Manufacturer’s websites) to create this visual representation (mood board) of how you want your finished jewellery packaging to look.
Pull Ideas From Multiple Sources
Use different sources for inspiration for your mood board. Consider drawing inspiration from not only your competition, but also large luxury brands, independent jewellery sellers, packaging suppliers and even other types of products used as gifts for holidays and occasions (e.g., handicrafts, gift wrap and cards).
After conducting your research, you should have a mood board representing different examples/styles of packaging that speak to you and your brand.
Choose a Custom Packaging Style that STANDS-OUT!
There are many different types of packaging boxes to choose from. The type of packaging you end up choosing will send an important message to your target market regarding your brand identity; a generic boring box style would get ignored on store shelves, whereas a style that stands-out would gain attention prior to the consumer even reading what is printed on the box label.
Keep Your Printed Materials Clean and Simple
Over-designing your marketing materials can lead to so much visual distraction in the jewellery industry. Too many different colours, too many font styles and too many graphics on a marketing piece or package makes it look less luxurious and more cluttered, making an unhappy customer.
Simple Custom Packaging Is More Effective
A clean piece of marketing with contrasting colour and visual clarity will look far more professional than a marketing piece that is full of graphic design elements. Most of the high-end luxury jewellery brands you can think of have very few design elements on their packaging. A simple one or two colours and a clear logo and maybe a hint of a texture or finish is about all the packaging a luxury jewellery box should have.
Printing Finish Options That Can Add Value
- Matte lamination – gives off a very soft, premium look and provides a great surface for photo.
- Gloss lamination – gives off an obvious bright finish, perfect for bold brand colour.
- Foil stamping – Gold or silver foil on a logo is an instant luxury.
- Embossing / – Adds texture and customers love the feel and texture of a package or marketing.
Establish a Budget Early
The cost of packaging is always a part of the pricing of the jewellery piece, which means that if you spend too much on packaging, you will be forced to raise the price of the piece of jewellery and you could lose your customer. Establishing a solid budget before you even begin designing your packaging can help you to manage it all.
Determine Size of Box
A box that holds the jewellery in good shape will be less expensive to produce.
Successfully Custom Packaging Your Jewellery
Use Packaging Inserts For Jewellery Display
Your loose ring rattling about inside of its box does not provide a favourable first impression when your customer opens their purchase. Inserts (velvet, foam, or fabric) will hold the jewellery securely in place so that it is presented as such when opened and will mini any risk of scratches due to movement while shipping
Choose Holiday or Seasonal Packaging
Limited edition holiday packaging for occasions such as Valentine’s Day, Christmas, and Mother’s Day will create a sense of urgency as well as enhance the gift-giving nature of that purchase. Those customers looking to buy jewellery for giving as a gift would be more apt to select a brand whose product already appears as though it is packaged for gift giving. Make minor changes to standard packaging each holiday season (for example change the colour of ribbon or add a holiday sticker) instead of a complete redesign allows your customers to identify your brand as a gift giving brand.
Make It Social Media Friendly
Unboxing videos dominate social media today. When your packaging is visually appealing from all angles (clean coours , unique/unusual ways to open the box, beautiful inside product presentation) as well as suitable for photographing the customer’s product will be willing to videotape unboxing their new jewellery item which will provide costs-free advertising & marketing for you. When designing your packaging consider whether or not they will be socially media-friendly.
