40 Questions Blog Series – Question 20 – Is packaging important and what is ideal for what I make and sell?

I have sold and shopped at many art fairs over the years and one of the things that makes me remember an artist, whether it is a good or bad , are their shopping bags. I can say, without a doubt packaging and the use of good gift bags are VERY important. It brands your work. Good bags/packaging protects your work once it leaves your booth. Also, it enhances your work too. I am amazed by how so many go through the hard work of making their work but fail miserable when it comes to packaging. This is why question 20 is devoted to the topic of packaging.

Question #20 – Is packaging important and what is ideal for what I make and sell?

I loved watching the Cosby show when I was young and one episode always stuck with me regarding this topic. In the episode one of his daughters came home from college and dropped a bomb on the family that she and her new boyfriend eloped (perhaps got engaged). The family was disappointed in the news and Bill Cosby compared the situation of presenting the new guy like a fine steak on a trash can lid. Mr. Cosby said (in not these exact words), “Imagine a bug juicy steak – you like steaks right,” he asks the new husband/fiance. “Well, imaging a huge thick steak cooked to perfection – its juicy, seasoned just the way you like it, the aroma wafts through the air and you HUNGRY. Now here you are, sitting at your favorite restaurant and the waiter brings you the steak, but instead of a plate, they serve it on the most filthiest trash can lids you have ever seen and smelled. Will you still eat that steak now? You could very well be the most nicest man in the world, but my daughter just 'served' you on a trash can lid.”

Are you selling fine art, but packaging it in recycled grocery bags or mini black plastic bags that are more suitable to pick up dog feces? You might not see it as horrible, but it is good customer service to show that you take pride in your craftsmanship and that continues in your packaging. Granted not everyone falls into this category, but if you think you do, here's my three tips to better packaging.

1. Don't buy retail. When I ask people where they buy their nice bags they will tell me a party store or Micheal's Crafts stores. Having nice gift bags do not have to cost you a lot. Check out Nashvillewraps.com or BagsandBows.com (there are many great companies) for example and check out their selection and their prices. You may find nice bags could cost anywhere from a dime to a quarter.

2. There is gift wrap, bags and boxes for all art. I recommend clear plastic bags – available at Office supply stores – for 2D art for protection against bad weather and as advertisement due to it being see through. Jewelry can be packaged in jewelry boxes and/or organza bags. Flat paper bags work well for prints. At the store I work in part time uses recycled tissue wrap to wrap pottery and glassware as well as put them in Euro style plastic bags. All else can be packaged in both plastic or kraft style bags.

3. Branding. Make your bags stand out and work like walking advertising for you by printing simple labels with your business name with contact info and paste it on the front of your bags. Coordinate your packaging theme so it works with your medium or think about how it can tie in with your business cards, website, or general color theme you use in merchandising your work. For me, my whole new business theme was inspired by my new shopping bags that I use when I changed both my business name and theme one year ago. I went from using gingham kraft bags to plastic shopping bags with a tropical print on them (seen in photo). To this day I get just as many compliments about my work as I do my bags. The best part is when someone at a show sees the bags they want to know where the customer got them, thus driving new customers to my booth because their thought is “if those bags are nice, I can only imagine what he/she bought is nice too”.

Have a packaging story? Want to share photos of your packaging? Use the comment button and have fun. Tune in for Question 21 where I will tackle the importance of relating to your customers to know how to sell to them. - Michelle Sholund, www.quickcraftartisttips.blogspot.com