It‘s all about sharing

In the age of social media, videos and photos often speak louder than words. If you can get your customers to share your product, your packaging, and your brand, then you‘re not only making sure you‘re making an impression on them, but also making them feel that your work is connected enough to them. Or, they might just think the packaging is pretty, and that‘s fine, too. What matters is that they tell their friends.

While this behavior may not be something you consciously try to encourage, consider this: According to the 2015 Internet Report, 4 out of 10 online shoppers share photos or videos of products they‘ve purchased. And, you guessed it, customers are more likely to share if the package is attractive. Your packaging does more than just store and transport your jewelry, it encourages your customers to take action!

So how do you encourage customers to take that extra step? Add a note asking them to share the photo on social media (make sure to include your company‘s handle and hashtag, if you have one), or include a QR code on your business card. Or, add an incentive: "Share a photo of your purchase on Facebook and tag us to be included in the free shipping picture with your next purchase!" When you encourage online sharing, your customers will be more likely to tell their friends about your company and become repeat customers.

Put it in order

After you‘ve identified the items to include in the packaging, the last thing you need to decide is what you want your customers to see first when they open the box. Bubble wrap? The packing list? Tissue paper? How about that personalized note?

Imagine opening the box and thinking about the order in which you want to experience the various elements. Consider placing a packing list at the bottom, including a personal note with a small gift on it, or a coupon or call to action under the jewelry box for an extra surprise. The way your items are arranged in the box can have as much impact on the customer experience as the items themselves.

conclusion

In order to leave a lasting impression on your customers and create a sense of value in your work, your packaging needs to attract attention. With a little thought and a few inexpensive changes to your current packaging, you can create a memorable "unpacking" experience for your customers. I leave you with a few words of wisdom from Andrews: "When customers know they can expect excellence in every detail, they will trust your brand."

Annie Pennington is an independent jewelry designer with over 14 years of experience in the field, both as a producer and as a lecturer. She has a personal studio and storefront and has served as associate editor of Art Jewelry magazine for more than four years. Pennington earned a BFA in Jewelry design from Pittsburg State University and an MFA in metalsmithing from Southern Illinois University at Edwardsville. Her jewelry works have been published in many books and journals, and she has an extensive exhibition record both at home and abroad. Pennington lives in Waukesha, Wisconsin, where she spends her time as a freelance writer, creating work for sale and exhibition, and entertaining her two cats.