The Category Disrupting Truth About Luxury Packaging Design.

Customers have preconceived perceptions about luxury brands. As shoppers, we hold the assumption that the term luxury is for designer clothing, jewelry, cars, and home furnishings. Unless tracking consumers through store experiences, then showing them proof, they won’t believe how much purchasing decisions for common goods are influenced by luxury packaging design.

This is where the disconnect between beliefs and actions exists. It’s why focus groups are not strong enough metrics to determine if packaging will perform at its peak. Even consumers who cannot afford a luxurious lifestyle seek extravagance in the products they buy.

This article shows you why high end packaging can be a purchase driver for almost every CPG category. You will learn how to analyze competitive landscapes to find opportunities where luxury makes you stand out. We discuss points at which you can appropriately place luxurious components in your packaging design.

Let’s get started.

Defining Luxury Packaging

To define luxury packaging, you need to meet customers where they are. Each individual’s unspoken definition of luxury is dependent on finances, lifestyle, interests, etc. A hunter defines luxury differently for a pair of Binoculars than for a laptop computer. Why? Because their interest in hunting appeals to items that resonates luxury.

To define luxury product packaging, we need to rid ourselves of a common belief. Removing the belief that luxury must match what we see on commercials and social media. Disposing of the idea that there is a requirement for luxury products only being made for the rich and famous.

It Begins With Existing Brand Identify

If you’ve decided that premium packaging is a possibility for your product design, then momentarily reflect on your current brand resonance. Consider your existing brand identity and past brand messaging to understand what existing consumers think about your product.

Is your brand ready for the leap to luxury packaging? If so, carry over brand elements that mirror this feel. If not, consider creating a sub brand speaking only to the audience looking for upscale versions of the product that they are purchasing.

Leading With Luxury

What does luxury look like within your competitive landscape? This doesn’t always mean the highest price or the flashiest packaging. Look at smaller considerations such as sustainable packaging. A luxury product with the biggest impact is one that makes the consumer feel special, and this goes beyond glitz and glam.

It might sound counterintuitive to look at your competitors during creative packaging design strategy sessions. However, identifying gaps in purchase drivers is an opportunity to explore areas yet to be considered.

Creating a Luxurious Experience

Those in search of a luxury experience from a product are not traditionally the type to just grab and go. Even before making the purchase, there is an indefinite time period where consumers experience the product. It is during this time where they subconsciously come to appreciate high quality materials, visual stimulus, and other sensory aspects, making the packaging special. Similar to other industries such as premium diamond jewelry, this holistic approach to luxury reminds consumers that product presentation signifies quality. 

Let’s explore each of those components now.

The Feel of Luxurious Packaging

A luxury feel to your packaging starts with being unique. Sure, you can swipe an idea from another product that expresses luxury, but it never matches the feeling someone gets with a brand-new-experience. As you will see, this can take place, but packaging feel is a superb way to distinguish our product from the next.

Explore ideas of how to make your product special, such as embossing with raised or recessed fonts. Consider how you can have the consumer’s fingers travel along the packaging. Identify fonts that remove rigidity from the look and provide a more aesthetic appeal.

How the Package Weight Plays A Role

This is not a one size fits all luxury strategy. Some items of luxury are light as a feather, whereas others are as dense as an anvil. The point here is considering how the weight of your packaging enhances the experience.

Again, look to the competition and see what is missing. Then add or takeaway weight, testing to see how consumers respond.

The Look of the Package

Not every high-end product follows the same theme. In coffee packaging, a label design with a matte finish might have a more luxurious look, whereas a foil finish makes a cookbook appear more glamorous. Be it a bottle or box, the look of your packaging needs to study existing products broadly, yet narrow in on your target audience.

From this point, you can determine what luxury looks like in packaging shape and design.

The Message on the Package

A luxurious approach to product messaging doesn’t mean the tone of voice appeals only to only the affluent female. What we need to accomplish with our messaging is communicating to customers how this product is one of a kind. How we designed it specifically for the most interested of consumers.

When messaging speaks to their interests and desires, everyone from blue-collar workers to executives appeal to luxury versions of a product.

Referencing eco-friendly once more, doesn’t it sound luxurious when stating “made of sustainable packaging materials“? On the surface, one does not think that sustainable packaging solutions represents luxurious packaging. However, in many CPG categories, it’s a purchase driver for luxury goods.

An Important Luxury Packaging Consideration

By now we’ve sold you on the idea that shifting to luxury design is a good idea, but let’s reel you back in for the moment. If your upscale packaging material doesn’t perform better during product packaging testing, then why spend the money?

Of course, you only know this when testing your packaging in the real world, but you do this right? Don’t feel guilty if you answered no. We find many brands (luxurious and otherwise) are not aware of package design testing, and believe focus groups are the primary means of data collection.

This isn’t the case at all and it’s one reason companies we work with perform so well in retail stores. Through our Packaging design process, we test your product in simulated buying environments against your on-shelf competitors.

Admittedly, it isn’t as simple as it sounds. We go to great lengths, making sure the final version of our clients’ packaging is unbeatable against other concepts.

Luxury Packaging Design Agency

Are you looking for custom luxury packaging that drives revenues up? We can help. SmashBrand creates packaging solutions that perform in big box, retail, and boutique stores. To learn more, discuss your project with our team.