Did you know that the myth of “B2B buyers only care about the efficiency of the package” is not true? Though many B2B companies want a product that’s efficient and packaging that fits the item, looking at emotional packaging is also creating a difference. Many business buyers are caring a whole lot more, and this shift is something that you as a packaging supplier need to be aware of. 

Here, we will go over how such emotional packaging is changing the scope of things, and why the original idea that it’s all about efficiency is just not a correct idea anymore. 

The Modern Shift 

Many of the decision-makers are now changing the game, expecting premium, branded experiences that will change the course of things. Many times, these branded experiences stand out. B2B companies are not just average joes buying a product that will improve their business. They want to be treated special too, which can be a bit of a change for many companies. Some may also want to see the branding, and enjoy the more personalized air such a packaging has on their branding as well. 

Strategies to Improve B2B Packaging to Try 

Now, in order to create emotions and emotional packaging, you need to figure out a way to tap into the feelings of such people. 

The first, are message inserts. These inserts will convey a wealth of branded messages that a lot of companies like.   They want to feel connected to you as a brand, hence why you use it.

There’s also customized tape and other options. This type is great, because it can show the name of the brand, a little message, or even colors. Paired with other complimentary packaging elements really makes it shine. 

Also, speaking of other elements, the layout matters. Though in the past brands did not care, the shift’s happened. More brands want thoughtful layouts that will really stand out and make a world of a difference. Building a layout that will cause ripples in effects for you and your brand is a huge shift, but it does work great for those that are interested in making it.

What Emotional Cues to Use 

Some emotional cues stand out more than others. 

Those that showcase gratitude are one example.   Telling them thanks and pushing for that gratification is good. 

Another is personalization.   While you may not want to get too personal, mentioning the business name or the position of the person opening this offers a unique spin, and can make them feel special. 

Finally, confidence. Imbuing confidence into your packaging to make this emotional and stand out plays a huge role.   Invoking such confidence is something that more brands are willing to use, and it can, from all of this, really shine in its own way. 

Examples of This

SAAS welcome kits are one example, for they show off unique design software that will foster a sense of pride and connection to this. 

Another example of this is branded onboarding shipments.   Some of these shipments may need extra branded feelings to this, and adding something that’s emotional and works wonders will enhance the shipment. 

Then, there’s equipment that you ship to companies, but instead of just putting them in any old box, you put them in premium boxes. This works great, and when you pair emotional packaging with B2B elements, it does the job, and will also help with capturing not only the attention of one business, but the attention of many others as word of mouth spreads, thereby highlighting the businesses encouragement for better, higher-quality products.