Packaging is much more than a simple container; It is the first interaction that consumers have with your product and, in many cases, it can be the deciding factor in the purchase. Within this first point of contact, the advertising slogan plays a crucial role. An effective slogan can capture attention, communicate the value of your product, and strengthen your brand identity. In this comprehensive guide, we’ll explain how to develop advertising slogans that resonate with your audience, reinforce your brand, and maximize your success in the market.
1. Understand the role of an advertising slogan
An advertising slogan is a short, memorable phrase that summarizes the essence of your product and brand. It must capture the consumer’s attention and clearly communicate the benefits and values of your offer.
Key purposes of the slogan
- Get attention: A slogan should be eye-catching enough to catch consumers’ eyes on a shelf full of products.
- Communicate benefits: It should highlight the most important and relevant benefits for the consumer.
- Reflect brand identity: It must be consistent with the image and general message of your brand.
- Encourage action: A good slogan should also motivate the consumer to take a specific action, such as making a purchase.
2. How to create effective slogans: strategies and examples
To develop a slogan that really works, consider the following strategies and practical examples.
Focus on key benefits
Consumers are interested in what a product can do for them. A slogan that clearly communicates the benefits of your product can be very effective.
- Example 1: For a skin care product that promises deep hydration, you could use “Deeply moisturizes for radiant, smooth skin.”
- Example 2: An energy supplement could use “Instant Energy for Unstoppable Performance.”
Reflect brand identity
The slogan should resonate with your brand’s personality. If your brand is known for being fun, serious, eco-friendly, or luxury, your tagline should reflect that.
- Example 1: For a luxury brand, a slogan like “Elegance in every detail” may be appropriate.
- Example 2: For an eco-friendly brand, you could use “Taking care of the planet, one product at a time.”
Create urgency and action
Slogans that create a sense of urgency or incentivize action can be very effective in driving sales.
- Example 1: “Buy now and receive a 20% discount!”
Ideal for promotions and limited offers. - Example 2: “Last units available, don’t miss it”
Perfect for limited editions or products in high demand.
Offer exclusivity
A slogan that suggests the product is exclusive or unique can attract consumers looking for something special.
- Example 1: “Only for connoisseurs”
Ideal for premium or exclusive products. - Example 2: “The quality you will only find here”
Perfect for products that stand out for their uniqueness.
Highlight ease and convenience
If your product offers a quick or convenient solution, make sure your tagline highlights this.
- Example 1: “Easy to use, guaranteed results”
Ideal for products that promise simplicity and effectiveness. - Example 2: “Everything you need in one step”
Perfect for multifunctional or comprehensive products.
How to create good copy to print on your packaging: keys to connecting with your client
When it comes to packaging, design and aesthetics are essential, but the copy you use on the boxes can make a big difference. Good text on your product boxes not only informs, but also connects emotionally with the customer and reinforces your brand identity. Below, I share some key tips for creating a good copy to print on boxes that really leaves its mark.
1. Know your audience
The first step to writing good copy is to understand who you are addressing. Talking to a teenager is not the same as talking to an executive or a new mother. Think about the tone and language that resonates with your ideal client. Ask yourself: Is it a more formal or casual audience? What emotions or needs does your product have to cover? This will help you define whether your copy should be fun, inspiring, informative or educational.
2. Be brief but impactful
Remember that people will not spend much time reading the packaging. Short, clear sentences work best. less is more: Try to convey the message with as few words as possible, but with a lot of impact. A good formula is to use catchy phrases or action verbs that arouse curiosity or emotion.
For example, instead of “High quality product,” try something more appealing like “Made to last” or “Feel the difference.”
3. Highlight the benefits, not the features
Although your product may have many specifications, what really matters to the consumer is how this product will improve their life. Write the copy thinking about the benefits your customer obtains when choosing your product.
Example:
- Instead of: “100% recycled cardboard box.”
- Try with: “Helping the planet, one package at a time.”
4. Appeal to emotions
Customers don’t buy products, they buy experiences. Use copy to spark emotions or tell a story. You can use the emotional side of the product, its origin, or what it means to your brand. This creates a deeper bond with the customer.
Example:
- “Created with love to accompany you every step.”
- “Because we know that small details make a difference.”
5. Take advantage of space with creativity
The boxes offer different print areas, allowing you to play with copy placement. You can use the inside of the box for a surprise message or thank you, or include brief instructions on the outside. This extra touch creates a more interactive experience.
Example: On the inside of the cover you could write: “We are happy to be with you!” or a message of gratitude: “Thank you for supporting a small business that believes big.”
6. Maintain consistency with the brand voice
Make sure the copy printed on the boxes reflects the style and tone of your brand. If your brand is friendly and approachable, the language should reflect that warmth. If it is more professional and high-end, your copy should sound elegant and sophisticated.
7. Encourage action
Finally, if your box is part of a marketing strategy, add a call to action (CTA). It can be an invitation to follow on social networks, visit the website or participate in a promotion. Don’t forget to be subtle and don’t overload the space with too much information.
Example:
- “Follow us on Instagram and share your experience: @tu_marca”
- “Discover more amazing products at www.tu-marca.com”
Conclusion
The copy on your boxes is one more opportunity to tell your brand’s story and create a memorable connection with your customer. Be concise, emotional and creative. Remember that every word counts, and used well, they can make your packaging a powerful extension of your brand identity.
Dare to experiment and make your boxes speak for you!
