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Incorporating Customer Personas Into Package Design Strategy

Marketers often work with customer personas when crafting a variety of campaigns, either for digital, print or events. Personas clarify the types of customers you are targeting with your product or service. Designing with those specifics in mind allows you to create better products, services and overall experiences that speak specifically or equally to different customers. This is a great article on customer personas.

Are you using customer personas when developing your packaging? Imagine the different package styles related to color, graphics, materials and messaging between a birth control subscription for women versus a shaving kit for men. Moreover, if you added a personalized note to your packages, or recommendations for other products based on previous purchases, this would make your package even more useful and relevant.

According to a February 2021 survey from Statista, marketers in the U.S. and U.K. in 2020 said they saw a 500 percent return on investment for every dollar spent toward personalization. In another survey by Statista, 63 percent of marketers saw increased conversion rates due to their personalization efforts, while 31 percent cited increased e-commerce revenues. Epsilon has previously found that 80 percent of consumers are more likely to purchase from brands that offer a personalized experience.

For the products arriving via a box, what details or graphics might enhance the experience based on personas? How would your packaging, graphics or inserts differ based on your customer’s demographics?

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