Imagine this: you buy a watch. It’s an exquisite watch, one you’ve saved up for and plan on keeping for a lifetime. You’ve worked with the jeweler to get the watch band just right, and up until this point, your buying experience has been a good one. When your custom order is ready to pick up from the shop, the jeweler hands you a chunk of bubble wrap. You’re confused, wondering about the velvet-lined box you imagined the watch to be nestled in. The bubble wrap is held together with Scotch tape. And inside? That’s your watch. Your purchasing experience, which was hovering around 5 stars, just got knocked down to 4. Yelpers, take note.
The same thing is true for delivery of heirloom photographic art. When a client invests time and energy in phone calls, emails, meetings, and planning sessions, when they fantasize and plan and anticipate the outcome of their wedding or portrait images, they don’t expect to be handed the equivalent of bubble wrap. If custom photography is truly a luxury experience, then that experience should be flawless, from start to finish. If photographers are offering a boutique service, then they need to honor that promise by presenting their artwork with beautiful, memorable packaging.
Iconic brands--think Hermes, Tiffany, and Bloomingdales, whose brown bag is so recognizable that it isn’t even printed with the store name--know this, and use special wrapping to make their customers’ warm feelings linger as they tote their bags long after they make their purchase. We’ve heard of photography clients saving a particularly gorgeous presentation of their prints, album, and USB drive so that they could relive the moment of first seeing their images, again and again and again. As these brands understand, presentation matters.
Don’t burst your clients’ amazing experience with bubble wrap. Need inspiration for turning your Design Aglow Paper Shop packaging into a masterpiece? Check out our Pinterest board!