[FR] Event packaging: best practices and ideas to inspire you

To prepare for a major event for your brand, or to capitalise on the excitement created around a third-party event, there’s nothing like event packaging: an effective method for setting yourself apart from the competition and making yourself more widely known.

This article reveals the best practices for designing your event packaging, combining customer experience with product protection.

Event packaging: the little extra you need to stand out from the crowd

Event packaging refers to packaging created for a specific event.

Event packaging can be created for different types of event:

• Traditional marketing chestnuts: end-of-year celebrations such as Christmas or New Year, Easter, Valentine’s Day, sales, Black Friday, etc.
• Global events: the Football World Cup, the Olympic Games, etc.
• Professional events in which your brand participates, such as a trade fair or seminar where you present and sell your product
• Events specific to your brand itself: its anniversary, a specific marketing campaign, or the launch of a product

On these occasions, event packaging is a superb lever for capturing the attention of your customers and prospects, and creating an attachment to your brand by arousing emotions. It’s a fabulous way of setting yourself apart from the competition, and building customer loyalty to boost your sales.

3 ideas for striking event packaging

There is a wide range of event packaging in which you can wrap your products.

There are three main types of event packaging:

• Personalised packaging, which highlights your brand, its values and its raison d’être, using printing or screen-printing techniques that make your packaging unique.
• Collector packaging, which can be reused as packaging at a later date, or even used as a decorative element, because it is so elegant and distinctive. These are often high-quality boxes or cases, or reusable bags or tote bags.
• Connected packaging, which incorporates a touch of originality through digital technology, and extends your brand experience beyond your packaging. The idea here is simple: integrate a QR code or RFID chip that your customers can scan with their smartphone to access a web page, a video or any other online content that extends their experience of the event via your packaging.

Whatever choice you make, your promotional packaging has one thing in common: it creates a differentiating customer experience around your brand that leaves a lasting impression and builds loyalty among your audience.

Best practices for successfully designing your event packaging

Thinking of creating your own event packaging? Here are the five keys to success to keep in mind throughout your project.

Understand your customers’ expectations

First of all, it’s crucial to take a close look at your customers’ tastes, and the packaging trends they appreciate. The idea? Understand their expectations, but also their constraints – for example, in terms of product delivery or transporting your goods.

Thanks to this detailed study of your audience, you can meet their expectations and create a tailored customer experience, while creating a surprise through the originality of well-thought-out event packaging.

Ideas to emulate:

Promote your brand image

It goes without saying that if you want to stand out from the competition, your event packaging must reflect your brand at first glance.

Hence the need to incorporate your graphic charter in a highly visible way. Use typography and colours specific to your brand on the outside, and why not on the inside, of your packaging. You can also opt to print your logo, your value proposition or your brand slogan right on the packaging.

Ideas to emulate:

Play on storytelling

Storytelling is the art of telling stories – and it can be applied to packaging. Here, the idea is to get your customers excited about your packaging.

To do this, take great care with the words you use and the colours you use. Creating a “wow” effect when you open the packaging is also one of the most effective packaging storytelling techniques.

Ideas to emulate:

Think eco-responsibility

Taking your customers’ expectations into account also means listening to their ecological concerns about the packaging they consume. So when designing your event packaging, it’s impossible not to think about its eco-responsibility.

There is now no shortage of eco-friendly packaging options on the market. For example, you can opt for kraft bags rather than plastic bags, recyclable cardboard boxes customised with eco-responsible inks, or the use of kraft adhesive tape rather than plastic.

Ideas to emulate:

Don’t neglect the protection of your products

Finally, never forget that the primary function of packaging, before the advertising or marketing aspects, is to protect your products. The packaging method you choose, however original and striking it may be, must allow your products to be transported in complete safety.

If you need it, don’t hesitate to go for a made-to-measure packaging design, to meet the protection requirements of your product while creating event packaging with a “wow” effect.

Ready to design your next event packaging? RAJA has a packaging customisation service for all your projects: pouches, bags, cartons, adhesives, etc. Our experts can also offer you their made-to-measure design services for your next event.

Visit our online shop to personalise your packaging and promote your brand in the way it deserves.