How customers perceive luxury packaging

Product packaging is not only physical protection for the product, it is an extension of the product itself.

It is telling a story, it’s the first thing people see and an indication of the quality of the product.

It represents:

• Brand identity
• The quality of the product
• The best form of advertising

Toppy has been collaborating with luxury and cosmetic companies for a long time and truly understands the value of high-quality packaging. We have invested many years of research in the packaging and printing sector, and our pile turners allow for a faster production and improve the quality of the final product.

 

 

What is luxury packaging?

When you buy a luxury product, the packaging is just as important as the product, as it will enhance the shopping experience of consumers.

Here are some characteristics of luxury packaging:

• It must have shelf appeal, draw the attention of the client and outshine the competition
• It must be functional and intuitive
• It must show your potential customers that you make your products with care

Package design and development are often thought of as an integral part of the new product development process. Packaging is a one-time consumable and consumers must have a great shopping experience without feeling extravagant and wasteful. For this reason, choosing carboard boxes is a suitable solution.

When launching a luxury product, there are many factors you will need to take into consideration:

• Sustainability of materials
• The dimensions of the package – people prefer a minimal approach
• Waste products
• If the graphics are proportional to the dimension of the box
• How long the product description should be
• Different shapes- maybe something unconventional

Packaging and the rise of social media

The rise of social media has seen an unprecedented opening up of the global luxury market to a far wider audience. The importance of luxury packaging is particularly evident when looking at platforms like Instagram, YouTube and TikTok where unboxing videos are incredibly popular. Customers want to share the experience of removing the ribbon, showing the materials and opening the box in front on millions of viewers on all social platforms.

The inside of the box is just as important as the outside. Products should be artfully arranged inside the box rather than randomly thrown in, and using the right support to make the product stand out will be an extra advantage.

Don’t forget that people love to watch and each visualization is a new potential customer!

Luxury goods and consumer behavior patterns

Consumers don’t purchase packaging, they want the product. However, in a world that offers similar products at similar prices, the right packaging will capture the attention of the customer, create a desire and change their perception of value of the product.

Many consumers who buy luxury goods are not in a financial position to be able to afford luxury goods, which means that many consumers do not act rationally, or in a way that is in their best financial interest, they act based their emotions and on what catches their attention.

This is particularly true in the world of luxury- jewelry, cosmetics, perfumes. The first impression plays an important role in the final choice and as a consumer may interpret a product as being more high quality and luxurious than it actually is simply because of its packaging.

This has an immediate impact on sales and profits of the brand, therefore producers, designers and packaging companies are now working together to create premium quality packaging that will appeal to the consumer in a conscious and subconscious way to get a competitive advantage over the competitor.

Green marketing in the packaging industry

Packaging is the business card of a brand.

Consumers have proven to be sensitive to the environmental message and believe that it is up to luxury goods manufacturers to take action in order to ensure the eco-responsibility of packaging.

The main factors that indicate respect for the environment as an integral part of the product and service, are the dimension in the design of their packaging and the chosen material. Carboard boxes have proven to be a great choice for those who have an attitude towards being green. They are recyclable and biodegradable and perfectly align to cosmetic brands, especially those that aim to promote natural products.

Toppy is passionate about sustainability and we are happy to be part of this change that will turn plastic packaging into carboard packaging.

With our pile turners, packaging companies can lower their impact on the environment. Our machines allow printing companies to work with ecological inks and reduce waste sheets thank. Hot air blowers and ionization system are ideal for the printing system.

Why are pile turners important in luxury packaging?

Pile turners are used in packaging, converting and printing companies not only for their basic use of turning piles.

They perform a variety of tasks that will significantly improve the quality of the final product such as:

• Aligning of the sheets through the use of an aligning gauge
• Allowing removal of waste sheets by the operator
• Centering the pile on the pallet thanks to a centering device
• Dust removal thanks to air blowers
• Separating sticking sheets prior to the printing process
• Accelerating the drying process of printed products
• Speeding up and improving the quality of printing and the finishing process
• Lower the energy consumption of the company

We know that appearance is everything, and for carboard packaging to have the best appearance it is fundamental to have the right machines in the logistic flow of the factory.

Our specialized pile turners with air and jogger are ideal for in line production and will bring great benefits to the production of luxury packaging and exceed the customer’s expectations.