Personalized print and packaging turns a product into more than just an object. It forges an emotional connection between your brand and your customers. It’s not just about what they buy, but how it makes them feel. This emotional link turns first-time buyers into loyal advocates. Explore these personalization strategies to make your print and packaging an integral part of your brand’s story, creating lasting connections and loyal customers.
More than Just a Shoe
In 1984, a rising star in basketball named Michael Jordan signed a deal with Nike, a struggling underdog in the world of sports shoes at the time. Together, they designed the Air Jordan 1 basketball shoe, which sold for $64.99 a pair in 1985.
Fast forward to today, and a pair of Classic Air Jordans can now resell for up to $2,000!
People don’t shell out thousands of dollars for a pair of basketball shoes simply for good arch support. These shoes have a story that makes them worth their weight in gold:
“Jordans” were born out of the collaboration between Nike and Michael Jordan, one of the greatest players in basketball history. During the 1984-85 season, Nike changed the Air Jordan 1 standard white upper for black, which violated the NBA’s uniform policy. Rather than comply, Nike paid the $5,000 fine per game, and Jordan continued to play wearing the shoes that defied NBA policy.
Suddenly, a pair of shoes became a representation of rebellion and cultural significance. Air Jordans aren’t just shoes; they’re a symbol of personal identity.
When Your Customer Becomes a Part of Your Brand’s Story
Of course, not every brand has the opportunity (or the budget) to hire one of the greatest basketball players of all time to represent their product. But they can learn from Nike’s example.
You don’t have to be Michael Jordan, or even an athlete for that matter, to feel a strong bond to his footwear. Consumers see the product as more than just an object. They feel a strong emotional connection to the brand’s values of self-expression, authenticity, and excellence. People are willing to pay more to make a statement, and Jordans offer that identity.
When a brand personality resonates with you, you feel an emotional bond with that product. You become a part of that brand’s story. Even a brief interaction with a branded item can influence how people see themselves. In one experiment, women given a Victoria’s Secret shopping bag felt more glamorous than those with a plain bag after just one hour.
Brands that connect with customers beyond functionality have an edge over those that don’t. In fact, 46% of consumers in the US are willing to pay more for products from brands they relate to on a personal level.
Personalization through Custom Product Packaging and Print
Brands can look for all sorts of ways to include customers in their story, be it through the competitive drive of an inspiring athlete or the glam-evoking effect of a stylish shopping bag. Research shows that brand-related stimuli like design, packaging, and communications also extend that personal connection between consumers and their preferred brands—leading to a significant increase in consumer satisfaction and loyalty.
According to Joe Miller, president of Flyleaf Print, a full-service print management company, “Your product design, print, and packaging tells a story. It’s about communicating your brand’s narrative and values. This storytelling creates an emotional connection, making customers feel a part of something bigger.”
He adds, “I’ve seen print and packaging have a really positive impact on a brand’s relationship with its customers. One of the companies we admire innovating with personalization is The Farmer’s Dog. They follow a customer-centric business model that prioritizes personalization at every level, print and packaging included.”
Even during its humble start with a couple of guys cooking in a Brooklyn kitchen, The Farmer’s Dog strived for personalization. Every package of human-grade food arrives with the dog’s name, precisely portioned based on their activity level, age, weight, and breed.
Their efforts have paid off, too: Today, The Farmer’s Dog boasts one of the highest customer lifetime values, exceeding rates of most other industries. Their attention to personalization has built a loyal customer base, making it one of the largest manufacturers in the fresh dog food market worldwide.
Prose took their own spin on personalization with their customized hair and skincare packages. Similar to The Farmer’s Dog, each kit comes with custom, made-to-order products. Boxes feature an embossed collateral sleeve and thumb tab to show the individual customer’s name. Bottles also display the customer’s name. Plus, each package includes collateral with personalized instructions and a run-through of how to best use their products.
Coca-Cola made its own personalization efforts. Their “Share a Coke” campaign encouraged customers to create custom bottles with a friend or co-workers’ name and then share the experience on social media using the hashtag #ShareACoke.
And it worked! Coke sold more than 250 million named bottles that summer alone. Reflecting on this success, Miller notes, “This campaign is a great example of how packaging can also serve as a digital marketing tool, especially when customers are encouraged to share their personalized experiences online.”
Tips for Successful Personalization in Packaging and Print
Packaging personalization presents a powerful opportunity for brands to connect with customers on a deeper level and foster brand loyalty. When you personalize, it forges a relationship that goes beyond purchasing a product. Your customer becomes a part of the story.
Understand your customer: Gather data on their preferences, behaviors, and demographics. Use surveys, social media insights, and purchase history to build detailed customer profiles. Allow this information to guide your packaging design choices and messaging, ensuring they resonate with your audience.
Use Variable Data Printing: Variable Data Printing (VDP) is a game-changer in personalized printing. It allows you to change elements such as text, graphics, and images from one printed piece to the next without slowing down the printing process. This means you can tailor each piece to individual customers, enhancing their experience and making them feel valued.
Design with Flexibility: When creating your packaging or print designs, leave room for customization. Use templates that you can easily adjust to include different names, messages, or images. This flexibility ensures that you can tailor each piece without requiring a complete redesign.
Incorporate Personal Touches: Personalization goes beyond just adding a name. Think about what will make your customers feel special. This could mean a personalized thank-you note, a unique packaging element that reflects their interests, or customized product recommendations based on their past purchases.
Ensure Quality Control: Regularly check for consistency in color, alignment, and overall print quality. Any errors can detract from the personalized experience you’re trying to create.
Embrace Sustainability: Today’s consumers are increasingly eco-conscious and more likely to return to a brand that considers the planet. Use eco-friendly materials and printing methods in your personalized packaging to show that you care about the environment.
Work with a Print and Packaging Company
Personalization in print and packaging works… that is, when it’s done right.
Personalization at scale certainly comes with its challenges. As Miller explains, “The process involves more complexity with variable fields and the need for production equipment that can handle personalization.”
Miller also shares, “I’ve observed brands trying to manage all their printing and packaging through a single print provider, but these solutions are often constrained by the provider’s equipment and factory locations. This can force brands to juggle multiple printers to get the right materials, quantities, and manufacturing sites, which can introduce risks in shipping, timing, and quality. When errors occur, they don’t just cost money—they can also harm a brand’s reputation if the packaging arrives at a customer’s door damaged or incorrect.”
Working with a print and packaging management company can help avoid those mishaps. A dedicated print management service collaborates with your brand at every step to create custom solutions based on your needs. They coordinate all activities, from the production of marketing collateral, packaging, promotional items, and labels, to managing logistics. With a deep understanding of the diverse challenges involved in custom print services, they ensure a smooth and consistent process – whether delivering to your customers’ mailbox, doorstep, or a wholesale retailer. Their focus on maintaining your brand’s integrity and addressing challenges as they arise delivers the quality and satisfaction your business demands.
Personalization in packaging and print is more than a trend—it’s a powerful tool to connect with customers on a deeper level. By making thoughtful, strategic choices in these areas, you can create an emotional connection with your customers, enhance their experience, and keep them coming back. Remember, it’s not just about selling a product; it’s about telling your brand’s story and making your customers feel a part of that story every step of the way.
For brands looking to enhance customer loyalty through personalization, partnering with a print and packaging expert can make a significant difference. As Miller from Flyleaf mentioned earlier, leveraging a global network of manufacturing resources can help ensure that personalized products meet your brand’s unique needs. Companies like Flyleaf have supported businesses of all sizes, from large brands to small-scale start-ups, by delivering tailored solutions that align with their specific requirements. With the right partner, your print journey can be supported every step of the way, ensuring your brand’s vision is realized from concept to delivery.
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