The Importance of Overall Visibility
The more visible your brand is, the more you’re going to sell—it’s that simple. This principle even works for infamy; within reason. Remember, there are two sides to any story. You’ve heard the saying: there’s no such thing as bad publicity.

Well, different people have different opinions on that; but the more visible you are, the more people know about you—that’s the core principle behind this saying.

The more people know about you, the more people are able to buy the products or services you sell. To that end, you want to find ways of being as visible as possible. When you can “double-down”, when you can “combine” operational expenses, that’s a win-win. Packaging can actually do that for you in a few different ways. Following are some tips to consider.

  1. Unboxing Videos
    Especially among children, unboxing videos are very popular today. These are where a customer does a YouTube vid recording them as they open or “unbox” a given product. So if you design packaging it’s not just to protect products, but to be unboxed in an exciting way that can act as some of the best organic marketing out there.
  2. Secondary Usage
    Crown Royal has little purple sacks which can be used for multiple purposes, and advertise their whiskey even after the bottle is gone—most people will save those Crown Royal sacks. The bottles are of a high quality glass that also can be put to a secondary purpose, and often is.

Prior to Crown Royal, candy tins were artistically designed, and became storage later. If you’re selling a product that is conducive to packaging with a secondary purpose, that’s a wise move. So consider that.

  1. Different in-Store Placement
    The coloration of packaging can make it more visible. Sometime when you’re in a Target or a Walmart, or some other department store, go check out what’s in the “impulse” aisles near the checkout kiosks. You’ll find candy, and right next to the candy, you’ll find headphones, of all things.

They’re not necessarily the best headphones in the world. They’re not bad, but the reason they’re at the front of the store is because they sell well. They sell well because they’re packaged to look like candy. This is a different type of “hunger marketing” than traditional scarcity, like “limited time only” campaigns.

Not all products are conducive to this tactic, but you can increase acquisition and visibility through use of packaging design that influences buyers not just on the visual level, but at the psychological level as well. Packaging solutions from can help your business double-down on marketing in a number of unique ways.

  1. Coupons Inviting Repeat Purchases
    A number of years ago, soda companies started putting coupons inside the labels of their twenty-ounce beverages. People pulled off the labels and either followed URLs to websites, or they got discounts on further soda purchases. Sometimes the coupons were randomized, meaning not every purchase resulted in a freebie.

Accordingly, people bought more sodas under the hope that they’d find one which offered a freebie, or gave them a future discount. You can do precisely the same thing with your packaging. When you incentivize increased product acquisition, then you’ll likely sell more products. Not all goods are appropriate for this tactic, but quite a few are.

  1. Informing and Entertaining Consumers
    Another thing beverage companies do is entertain their customers with their packaging. SoBe puts little pithy poetic or one-liner jokes on the top of their bottles. Taco Bell has little jokes on their hot sauce packages. Snapple does something similar. You can put jokes on your packaging, or you can put information relevant to your products on what you sell.

Figure out what sort of moves here would resonate with your customers, then make those moves. A little consultation may help, but it’s perfectly fine to do things a little experimentally here. There’s nothing wrong with having a little fun!

Brand Visibility Tends to Expand Profitability
Informing customers with packaging, entertaining them, giving them deals, coloring packaging to expand its in-store visibility, making packages that can be used for multiple things beyond simply storing what you sell, and designing packaging for unboxing videos all represent prime ways solid packaging can simultaneously market your products.

There are a lot of potential options to explore here. Look into what you sell, what competitors are doing, what budget you have available, and how you might optimize existing costs toward increased visibility through packaging. This is a competitively enhancing tactic, so you may want to, at minimum, look into it.