6 ways to make your backside more appealing
A package’s face panel commands so much attention that brands often miss a big opportunity: the quiet workhorse that is the backside. Add depth to your brand with these 6 tips for harnessing the power of the alternate packaging sides.
👉 1. Tell your story: Build deeper emotional connections with consumers by letting them in on your brand’s story, showing the people behind the brand, and explaining the brand’s heritage or recipe origins.
👉 2. Entertain: It’s been shown that 80% of what we remember is learned through entertainment and only 20% through education, so don’t be afraid to explore your brand’s more amusing side. Consider fun facts, jokes, or witty copy that would resonate with your target audience.
👉 3. Be helpful: Provide cooking tips or recipe ideas to help your consumer have the best experience with your products.
👉 4. Share your values: What does your company do behind the scenes to be a positive contributor to the community and the planet? Share your values, programs, certifications, memberships, or philanthropy contributions. Today’s consumer are increasingly looking to support brands that share their personal values.
👉 5. Advertise: Show consumers what else they can buy from you. Alternate packaging sides are great already-paid-for advertising space.
👉 6. Increase the yum-factor: Whether through images of recipe ideas, side-dish pairings, or ingredient cues, you can never have too much appetite appeal. And, when shelving mishaps happen, you’ll look tasty from every angle.
In addition to optimizing your back and side panels for retail, remember that the exponential rise of online shopping brings increased opportunities to showcase your products with detailed scrolling images. When designing the physical package, think of how those graphics can be leveraged for the digital view. More to come on that topic!
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