Why caring packaging is important when you sell your art and crafts?

“Packaging is your voice when you are not there to speak of yourself.” – Erin at Vale Design

I have always paid attention to how an artist packages their orders for their clients. It is one of my favourite pastimes to do; ordering things I like and noticing how the artists take care of their packaging. I have always thought that this is an important part of the selling process and that this adds to the buyer experience when they buy a new item. Of course, this is not to say that packaging is only important when someone sells art and crafts but since I am an artist and I like observing how other artists approach their buyers through their packaging I decided to further explore a few packaging ideas on Pinterest and look for more information about this on the internet.

What I found is that packaging is an extension of what image you want your audience to convey about your brand and it is as important as the goods themselves. I particularly liked the metaphor I read in an article: “It’s much like putting on a well-coordinated outfit and neglecting to wear shoes – an effort was made, but it stopped short of the finish line.” (Kohler, 2015). It is the exact same thing with packaging – even if your art or craft is awesome and you are proud of it, the packaging shouldn’t betray that notion. So if you want to show to your client love and care and help them perceive your branding as caring and unique, you need to present your products in a similar way. A perfect example would be a nice, carefully packaged order, which involves personal messages, such as “Thank you for buying a piece of me” or “It was a pleasure creating this for you!”. These little things are precious and transform the buying experience into something delightful – “They make the experience feel less like the buyer is ordering from just another big box retailer and more like a personal, one-on-one transaction.” (Kohler, 2015). Another way to make a good impression on your client is to custom the shipping box with your logo or other direct slogans, but this should not be your last touch: adding stickers and other handmade accessories on your packaging can make the box feel less like an ordinary box and more like a gift. This allows the client to feel special and important.

Everything that makes up your packaging – from the text you use for your printing materials to the effort you put on creating a special package – represents your brand as an artist. So conveying the right message to your client is not something to be missed out and every artist should give proper attention.

Three different shop owners-artists on Etsy.com artists have shared their opinion regarding how the packaging is important for them (Mint, 2009).

Q. Why is important to spend the extra time and money on beautiful packaging?

"First impressions are everything. The way you package your product is a way of putting your best “face” forward to a potential customer when they encounter your work for the first time."

- Shannon Riffe from the Etsy shop Rifferaffe

“It shows the recipient that you are passionate about your product and reinforces the handmade ethos – that your product has been lovingly made and packaged by hand – not by some machine in a factory! Everyone loves receiving beautifully wrapped gifts. So if your products are packaged in such a way that the recipient feels like they’re opening a little present, even if it’s just a couple of greeting cards!”

- Kate from Paperleaf

“It’s the essence of your company image. It really portrays your company branding and identity. I think there is such a world of difference when I receive a product that has just been thrown in an envelope versus one that has been packaged with love and care.”

- Dani Hong from Oh hello friend

Kohler N. (2015) How to make packaging part of your brand experience. Available from: https://woocommerce.com/2015/12/packaging-brand-experience/ [Accessed 1 November 2016].

Mint (2009) The Importance of Good Packaging. Available from: http://www.mintdesignblog.com/2009/08/the-importance-of-good-packaging/ [Accessed 1 November 2016].