This year consumers worldwide are expected to spend over $4.4 trillion via e-commerce sites, and so this massive market is more than sizable enough to accommodate up and coming brands alongside established behemoths.
What separates the success stories from the also-rans in this context has more to do with branding than anything else – and to prove it, here is a case study of how tech market leader Apple gets this right, specifically when it comes to the packaging and presentation of its products as a means of shining bright on e-commerce stores.
How Apple Makes Packaging An Art
The unboxing experience is integral to Apple's branding strategy. This isn't by chance but by meticulous design. When you open an Apple product, the precise fit and finish of the box, combined with the thoughtful arrangement of each component, immediately suggest high quality. Here are some key takeaways from Apple’s packaging strategy:
Simplicity and Elegance
The minimalist design of Apple's packaging mirrors its product aesthetics, emphasizing simplicity and usability. Each package component has a purpose, and nothing is superfluous – which of course comes across well not only for the in-person experience, but also when packaging is photographed to be shown on digital storefronts.
Given that 72% of people see packaging design as instrumental in dictating a product’s appeal, Apple shows that hitting a home run here can pay dividends.
Sensory Experience
The texture of the packaging materials, the resistance when pulling out trays - all these elements create a tactile interaction that enhances customer satisfaction. Given the rise of the unboxing video phenomenon over the past decade, this is as much about social media marketing as it is individual customer satisfaction. We’re even seeing the shift to packing videos being a new trend, so there’s potential for a two-pronged approach to be adopted by innovative brands.
Environmental Considerations
Recently, Apple announced that it aims to have net-zero climate impact across all its business aspects by 2030, including its supply chain and product life cycles. As part of this commitment, they've optimized their packaging to be smaller and more resource-efficient. While questions over the first products in its line up to be carbon neutral have been raised, the overarching message is clear – this is a company that is intent on infusing its brand ethos into tangible elements like packaging, not just talking a big game about this.
Compliance
As a global brand, Apple has to adhere to a deluge of different rules and regulations in the regions where it serves customers and employs people. This covers everything from the safety of the components used in its tech products to the types of materials used in its packaging. The same applies to all sorts of other spheres, including pharmaceuticals, where specialized containers like child-resistant pre roll packaging need to be implemented in order for brands to comply with minimum standards.
How Apple Crafts Emotional Connections
The physical touchpoint of product packaging can significantly influence brand perception and consumer loyalty, particularly now that e-commerce is growing so sharply. Apple's approach goes beyond mere aesthetics to forge an emotional bond with its users through its packaging. Here’s how they do it:
Consistency in Design
Apple's packaging consistently mirrors the look and feel of their digital presence. Whether it's an iPhone, MacBook, or iPad, the design language speaks with uniformity - clean lines, a restrained color palette, and prominently displayed logos ensure that every product is unmistakably Apple as soon as you see the box.
That’s why even after such a long time on top, Apple’s flagship products are still selling well, and its share prices rose by 50% last year as a result.
User Experience First
Opening an Apple product package is intuitive. There's no need for instructions or frustration trying to access the product. This ease of unboxing simplifies what could otherwise be a complex first interaction with advanced technology.
Being tuned into UX trends for web design will show that the need for simplicity is seen in other spheres apart from packaging.
Personal Touches
Inside every Apple package are small touches that enhance customer delight - whether it's the arrangement of cables and accessories in dedicated compartments or the inclusion of stickers and quick-start guides designed with appealing visuals.
It’s important to point out that all of this info is not just relevant for smaller companies that want to hit it big – since 95% of new products fall flat in their first year, and even major brands can misfire if they mess up the packaging, regardless of the quality of the item under the skin.
Apple’s adherence to these branding principles allows it to maintain and build momentum year by year, which is the real lesson to take with you.
Final Thoughts
Whether you’re a budding business with a product you want to sell online, or an e-commerce store operator thinking about how to present the goods you offer to prospective customers, this case study of one of the best-known brands will give you plenty to think about. It’s important to plow your own furrow, of course – but learning from the best is still savvy.