2. Include inviting or witty messages
Product packaging is considered a form of marketing, starting with the exterior messages. As a vehicle for communication, many brands are using their packaging to print witty, insightful or playful messaging, ensuring that their customer opens the product with a positive mindset.
One of the most popular methods of communicative packaging is to announce the arrival of the product. Such witty typography includes “good things await you” or “you’ve been expecting me,” innovated by brands like Warby Parker (above). This method is made for unboxing videos, setting the tone for offline content and therefore the portrayal of the product.
Packaging decorated with slogans and phrases don’t just make an announcement, they can also present positive affirmations or tongue-in-cheek jokes—anything that will make the product stand out. This may reflect the brand’s ethos or compliment the customer, making the packaging easily shareable on social media.
For example, Swish Beverages (below) is an American wine supplier that incorporates internet slang in its packaging, in the hopes of appealing to younger consumers. By printing phrases like “stay basic,” inspired by the insult turned satirical badge of honor commonly used by young women on the internet, the company successfully targets its audience.
NEXT: Make it personal