[ES] Storytelling and packaging: emote by telling your brand’s story through packaging
4min read
23/09/2024
Spain
Storytelling is one of the oldest human abilities. Storytelling applied to packaging can become a very powerful tool to design your brand strategy, improve your reputation and engage your customers. Because we all like to be seduced by good storytelling.
What is storytelling?
Whether through Homer, Cervantes or simple word of mouth, human beings have always liked to be carried away by stories. The term storytelling comes from the combination of the English terms “story“(story) and “telling“and refers to the art of storytelling, which is why it is generally associated with artistic fields such as literature, comics or cinema.
However, the storytelling can also be applied to other fields, such as marketing, in such a way that a story is articulated around a brand with the following objectives:
- To play with the emotions generated by the product or brand.
- To transmit the values of the brand in an original way.
- To solve a problem using a well-told story.
Advantages of combining storytelling with packaging
The world of packaging can take advantage of this storytelling strategy to achieve the following benefits for your business:
- Improve message retention. This resource converts abstract ideas into concrete messages.
- Create a positive emotion associated with your brand. Appealing to the different emotions of your audience will allow them to remember your products and your business.
- Build audience loyalty. As a result, customers will come back to your brand.
- Differentiate yourself from the competition. The narrative resource applied to packaging is a very striking and original way to distinguish yourself from your competitors.
How to apply storytelling to packaging?
Telling an engaging story requires skill and practice, but if you follow this series of tips related to storytelling you will effectively grab the attention of your audience.
1. Take care of your packaging’s visual identity
Your brand is the main character in this story and the materials, shapes, colours or your logo on the packaging are already describing what this main character is like. Choosing personalised or customised packaging will help you to show the image you want to convey.
No matter if you need boxes, adhesive tapes, bags, envelopes or labels, RAJA® offers you our service to personalise your packaging.
2. Offer more information in a clear way
Your corporate visual identity is only the first step in attracting customers’ attention, but the public always wants to know more about the protagonist. In addition to your logo and colour scheme, you can print slogans that expand the story or small texts with additional information through the use of labels.
3. Convey your brand values
The facts define the story and knowing how to highlight your principles and convey your way of thinking is important. For example, if your company is committed to caring for the environment, you must not only say so, but you must also demonstrate it. Choosing products that are recycled products, biodegradable, reusable y mono-materials is a resource to show and tell the EcoResponsible attitude of your business.
4. Excite your customers
Narrative appeals directly to the viewer, so you must know which of them you want to arouse in your audience. Colours are a clear example to convey emotions, but so is the material. If you want to play with nostalgia, you can go forvintage-style packaging to make them travel back in time. Make the most of your creativity to not leave your customers indifferent.
5. Surprise inside and out
Every good story has unexpected elements, so don’t neglect the surprise effect that unpacking a package can generate. The unboxing is an increasingly important experience to win the satisfaction of your customers and leave them with a good taste in their mouth that they won’t forget. They will look forward to the next orders as if it were a new chapter.
6. Take advantage of all the resources to expand the story.
Do you know transmedia storytelling? It is defined as a way of telling a story using different media, formats and platforms and directly involving the audience. If you add a QR code to your packaging that links to your website or a video, you will give an active role to the recipients, involving them in the search for more information to expand the story. When the audience is hooked on a story, they always ask for more.
You were surprised, weren’t you? The art of storytelling is not something exclusive to books and films, and you can turn packaging into the best narrator to convey your story. If you need more ideas to apply this resource, contact RAJA® and tell us your story. We can write the next chapter together.
