Social Distancing Vs. Branding
Welcome to the surreal world of social distancing. Here we sit, united but separated, to see how Coronavirus will change the world. Will we all be stuck forever reorganising our spice cupboards surrounded by mountains of hoarded toilet paper? Will we ever touch the germy handle of another shopping trolley?
While there is a lot of uncertainty at the moment, there’s one thing that’s clear. As much as it pains me to say, those glowing screens we all live our lives in front of are the absolute core of our existence. Now, more than ever, we need our phones and laptops to connect to the outside world. The internet has become the sole location where we all work, shop, and catch up with the important people in our lives.
All of this is having a monumental impact on every single company who wants to sell us anything. So, the question of the day is: how will social distancing impact shopping? Do brick-and-mortar shops have a future? What can brands do to get more customers online? How does social distancing and design connect?
How Will Social Distancing Impact Shopping?
If I told you a few weeks ago that people over the age of 60 would suddenly become the fast-growing market for online grocery shoppers, would you have believed me? Would you have been able to predict a 578% increase in people signing up for at-home wine delivery? If you ever felt like we were living in a blasé and predictable world, you probably don’t anymore.
As people realise how easy online shopping actually is to do, experts predict this convenience along with our newfound germ phobia will keep us shopping online for years to come. Of course, this has been a while in the making.
Across the shopping centre mecca of the United States, formerly thriving shopping malls have become ghost towns. The same has been happening in the UK as 1,234 chain stores closed up shop last year across Britain’s top 500 high streets. And that number only includes retails giants, so we’re not even talking about the number of independent shops that tend to come and go.
Well before Coronavirus, Australia was seeing the lowest levels of retail spending in decades. The Germans were fighting to avoid their own retail apocalypse and Japan was struggling with a slump. Around the globe, we have been slowly moving, culturally and logistically, to a world of online shoppers.
Now, in a world defined by COVID-19, industries that had always relied heavily on in-store experiences and purchases are making overnight changes. Dinosaurs who were often far too slow to change their perspective are diving in headfirst. Like it or not, we’ve all got to find ways to make it work online.
Social Distancing Vs. Branding: How to Build a Brand Online
Experts predict that about a quarter of us won’t return to the office full-time. For many of us in the creative industry, this is fantastic news. We’ve talked before about how the tired concept of working 9 to 5 is killing creativity. A lot of us are more than ready to expand our cosy wardrobe of house clothes and focus on what really matters.
Illustration: @mattblease
But, how do you actually build a brand online? Social distancing and branding aren’t an easy combo. Customers can’t touch your glossy packaging. They can’t smell your shampoo. They can’t chat face-to-face with your bright-eyed and slightly annoying sales staff. What are smart brands doing to cope with social distancing?
While companies have been looking to create an online presence for decades, it’s now urgent. Having an online face to your company isn’t simply one component of a business. Selling online is now the most crucial element.
A Glimpse at The Value of E-Commerce Packaging
Yes, we are still completely judging a book by its cover. If you’re familiar with the strange world of unboxing videos, you know that every single element of brand packaging gets scrutinised. Unboxing videos are a major trend and smart brands push to get their boxes into the hands of popular YouTube stars. From kids opening boxes of toys to experts checking out the latest electronics, unboxing videos are a huge deal for consumers.
Got a product launch coming up? You’ll get a boost from having an influencer do an unboxing video for you. Not working with influencers yet? Swallow your pride and start reaching out to anyone pulling major numbers of YouTube and Instagram.
The Tactile Experience Still Matters
Far too many brands make the mistake of hyper-focusing on creating packaging that looks good online. Sure, that might get you a new customer but it won’t create repeat business. Really, you probably already know how annoying it is to be disappointed by a product that looked incredible online but looks and feels cheap in hand. We’ve all been there.
None of us are strict utilitarians. We instinctively crave pretty facades for even the most basic of items. In fact, perhaps now more than ever, we’re all desperate to find beauty where we can and treat ourselves to something a bit nicer than we really need. We’re expanding our wine collections in record numbers and stocking on chocolate. I, for one, have been dedicated to getting my hands on as many Cadburys mini eggs and bottles of Cabernet Sauvignon as I possibly can - for packaging research.
Designing Packaging That Looks Fabulous Online And Offline
Okay, while there are a million different elements that go into packaging design, let’s distil the fundamentals into a few easy pointers.
No matter what you sell, a couple of things are crucial. Firstly, you’ve got to have a point of view. Secondly, every component of your brand needs to look great both online and offline (sure, that’s easier said than done, but that’s where we come in!) The move online is in hyperdrive and we won’t be turning back. Social distancing and design must be juggled long-term.
As a design collective, we at Design-Hungry pour all of our energy into creating the holy grail: design that has an enthralling story and looks flawless on every platform. Creating that certain je ne sais quoi that you can feel both online and in your hands is everything in this business BUT there’s no magic formula. Every brand has its own unique needs.
No matter what you’re selling, it’s got to convey your message on the shelf, online, and in hand.
So…
Keep it simple.
Make it memorable.
Don’t be afraid to Break Category Codes.
Create connections with the consumer.
Make a difference.
We are currently in a unique period in time where design has the power to change businesses AND impact the world. Let’s make it happen… from the comfort of our own homes.
Illustration: @mattblease