Bryan wrote a great article all about how he packages his digital proofs, and I wanted to write a supporting article. This goes into some of the psychology around why it’s important for professional photographers to focus on the presentation of our packaging.
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.
Many companies spend as much design time and energy on the packaging as they do with the original product inside.
Photography Packaging and Delivery
Many photographers wrestle with how to price their work and it all comes down to value in the end. If the photography is high quality, then the work should be priced so that it is profitable. The way in which it is packaged and presented to our client is paramount to enhancing the customer experience.
Sadly, some photographers do not see the value in packaging and present their photographs. To do so cheapens the brand of the photographer. It shows that they do not value their own work enough to present it in a more polished presentation.
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 deliver our product.
How your photography is packaged is paramount to enhancing the customer experience!
It is important then to be sure our packaging is a good reflection of our brand. Consistency of colour and design with other ways we market is critical. Stores in shopping malls will make sure to put purchases in bags with their logos, and corporate colours, attractively designed as 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 studios.
Today we can select from print boxes in many colors, eco-friendly packaging, logo ribbons, stickers, tissue papers in endless prints as well as shopping bags in various sizes and styles. Making packaging 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, so there are fortunately many examples to look at if you’re just starting your own packaging ideas. One place to look would be Pinterest, many photographers have started Pinterest pages just based on packaging.
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What’s Next
The best way to get started is to keep it simple. Use the business colours found in your logo.
If you haven’t got a professionally designed logo then start there. Shop around for print boxes, and some kind of ribbon or elastic that holds 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 since 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, information brochures, etc.
It’s also a good idea to designate an area in your workplace to store all your packaging together, in a closet, on shelves, or even in storage bins. Keeping things neat and organized is important to keep things 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 treat all aspects of it with passion and commitment, including the final packaging of each product that leaves. Your clients will love the professional look of their product presentation, you’ll love the credibility it brings you as a business, and you’ll take pride in each and every photograph that leaves your studio.
