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How luxury brands captivate consumers through packaging
By Shivani Dubey | 3 July 2024 | Design, Lifestyle, Style
From the iconic blue Tiffany box to the instantly recognisable Louis Vuitton motif, we uncover the art of luxury packaging — and why it captivates consumers
In the nuanced world of luxury brands, packaging represents far more than just gift wrap — it is an intricate dance of psychology, emotion and consumer behaviour. The right packaging can last a lifetime for a brand. Think of the iconic Tiffany & Co blue box. It is arguably the most instantly recognisable packaging in the luxury market, with people going so far as to buy empty boxes online, just to say they have one.
Luxury packaging design and presentation is pivotal in consumer decision-making, subtly shaping perceptions and driving purchases. The next time you enter a Ladurée store and see the intricate pale green packaging, think of how it informs your decision to purchase something — even if it was not your intention at first.
The narrative of luxury is woven into its packaging — a timeless symbol of exclusivity and perfection. From the evergreen Burberry check or the yellow Selfridges bag to the white camellia flower that adorns every Chanel product, the right packaging amplifies the immediate allure and ensures enduring brand resonance in the minds of discerning consumers.
“The packaging of a product is not just an isolated component when it comes to appealing to customers. It’s an integral part of the overall experience,” says Rachel Watkyn OBE, founder of luxury packaging business Tiny Box Company. “Apple is a great illustration of this. Their packaging enhances the product and the thrill that the customer feels when unwrapping a new purchase.”
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Heritage is paramount
One important aspect of luxury packaging and marketing, which sets it apart from everyone else in the retail industry, is heritage. This aspect embodies the unique craftsmanship and know-how honed over generations. Heritage brands leverage their rich histories to create an authentic luxury experience that resonates deeply with consumers.
Many consumers will purchase products from heritage brands to be a part of the brand’s legacy. They are drawn to the status it represents, says Rachel.
Unlike everyday retail purchases, where packaging is often discarded, luxury packaging is designed to be cherished and kept. The packaging serves as a lasting reminder of the extraordinary purchase, reinforcing the brand’s identity.
“If you buy a pair of luxury shoes, you will keep the packaging. You would not do that if you go and buy a pair of Nike shoes or Adidas shoes,” says behavioural scientist and professor Ben Voyer. “If you buy a handbag, it will not just come in a cardboard box. It will be a proper fabric bag. Packaging is that tangible reminder that you’ve bought something that is out of the ordinary, which is what luxury is about.”
Timeless luxury and resulting loyalty
Luxury packaging enhances initial satisfaction and fosters long-term loyalty by enabling consumers to relive their shopping experience. Each use of a beautifully packaged cream or perfume bottle evokes memories of the luxury store and the purchase experience, making the brand more memorable and desirable.
“Emotional factors and motivations play a huge role when it comes to consumer choice and selection,” says psychotherapist Eloise Skinner. “The emotions evoked by packaging can be diverse and varied — we might feel a sense of nostalgia or reflection; we might feel inspired, motivated or driven; we might feel intrigued and curious.”
“It can provide consumers with a feeling of excitement that’s similar to a dopamine hit,” agrees Rachel. “When investing in a luxury item, people often desire a luxurious experience from start to finish, including the packaging and the finish of the company logo.”
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More than just an aesthetic
Packaging in luxury is not just about aesthetics; it involves a deep comprehension of the emotional and informational processing that drives consumer reactions. If a brand has impeccable packaging, it can act as a huge tool for attracting customers. Because who doesn’t want to own a blue Tiffany or imperial saffron Louis Vuitton bag?
And it is not just about having a unique and luxurious experience, it is also about balancing that heritage and prestige with sustainability and the consumer demands of today, which is increasingly complex yet crucial. For luxury brands, packaging is far more than just a functional element. It is a sophisticated interplay of psychology, emotion, and consumer behaviour.
How luxury items are packaged significantly influences perceptions and purchasing decisions, transforming mere products into cherished experiences. Because the packaging and product may wither away with time, but the customer’s experience and resulting loyalty will last a lifetime.