Packaging

Whether grabbing consumer attention on a retail shelf, developing an unboxing experience that makes your contact share their experience with their entire network, or presenting an award to an employee, you get one chance to capture their attention and make a great impression. Packaging is marketing, it is your brand, and it is your message for that specific communication.

Personalized packaging encompasses a wide array of customization approaches, from simple name inclusion to much more elaborate and customized design systems that create unique packaging experiences for each consumer.

A few years back, KitKat ran a special promotion in the UK, providing consumers the chance to win a package that featured their own provided photo. Jones Soda has carved out a unique niche against the huge beverage players not only through its unique flavors but through its MyJones Soda, which enables consumers to create and order personalized labels for their soda, with very modest minimum quantities required. And building personalized promotions that integrate unique packaging is one of the fastest-growing categories within the promotional products space.

High-quality digital printing—such as our HP Indigo presses—allows for intricate customization without requiring separate production runs, making personalization economically viable for diverse product categories.

“Brands increasingly use personalized packaging as a marketing strategy to attract consumers and build emotional connections through visual elements that resonate with individual preferences,” Packaging World Insights wrote in a recent article.

“This strategy recognizes that contemporary consumers increasingly expect brands to acknowledge their individuality and provide experiences tailored to their specific needs and preferences.”

The specialties of 12 Points network companies, when it comes to packaging, include labels and paper-board boxes, sleeves and the like. Production capability only goes so far. At the end of the day, much of the limitation isn’t production-related, but marketer’s imagination (OK, and sometimes budget). Our team helps clients leverage customer information, develop version designs (think one for Husky fans, one WSU Cougars), and design for the best use of their variable information.