When it comes to product packaging, many companies spend as much time on design packaging as they did with the original product inside. For example:
- Perfume companies want the box to complement the bottle.
- Jewellers want to reinforce the value of the purchase through beautiful packaging.
- We have come to understand what a blue Tiffany box represents. Inside is a diamond ring that has a long history of quality and brand recognition.
Just like these companies, it’s important for professional photographers to focus on the presentation of our packaging as well.
Photography Packaging and Delivery
Many photographers wrestle with how to price their work and it all comes down to value in the end. Price your high-quality photography profitably. Additionally, package and present your work in a way that enhances the customer experience.
Sadly, some photographers do not see the value in packaging and presenting their photographs. To neglect this important element cheapens the brand of the photographer. It shows that they do not value their own work enough to present it in a more polished way.
When we study marketing or branding we learn that we should be marketing to our clients at every point of contact and this of course includes the way we package our photography.
Packaging your photography enhances the customer experience
It is important then to be sure our packaging is an accurate reflection of our brand. Consistency of colour and design with the other ways we market, is critical. Stores in shopping malls will make sure to put purchases in bags with their logos, and corporate colours, essentially designed to be walking advertisements for their store.
Even if you are not in a retail environment like a shopping mall it still makes sense to professionally package anything that leaves your studio. Fortunately, there are now some excellent companies available that cater specifically to photography packaging.
Today we can select from print boxes in many colours, logo ribbons, stickers, tissue papers in endless colours and prints. Making the packaging for your photography a part of your cost of sales and working that into your pricing calculations will keep your final sales profitable.
I have seen some fantastic samples of brand packaging from photographers around the world online. One place to look would be Pinterest, many photographers have started Pinterest pages just based on packaging.
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What’s Next
Start by keeping it simple and using the business colors found in your logo. Don’t have a professionally designed logo? Then make that your first step! Shop around for print boxes, and some kind of ribbon or elastic to hold the box closed. You’ll need boxes in various sizes for all the print sizes you sell. For very large wall portraits you’ll need a different way to present your work (most box companies only sell up to 16×20).
You’ll want your brand on the packaging so you can get logo imprinting directly on the boxes. Or you can add stickers or ribbons with your logo. This kind of branding should be consistent with other items in your studio such as price lists, brochures, etc.
Designate an area in your workplace to store all your packaging together – whether in a closet, on shelves, or in storage bins. Neatly organizing your packaging supplies prevents them from getting crushed or bent.
Designate time during the week to package all outgoing work, clearly labelled with client names to avoid mixups and confusion.
When you take your business seriously you should treat all aspects of it with passion and commitment. This includes the final packaging of each product you sell. Your clients will love the professional look of their product presentation, you’ll love the credibility it brings you as a business. You’ll also take pride in each and every photograph that leaves your studio.
