The Importance Of Product Appearance For Craft Businesses

20 January 2015
 Categories: Business, Blog


Whether it's soap or jewelry, marketing a craft-based product involves careful consideration of how someone perceives and interacts with the product. Oftentimes, people view or interpret the value of a craft based on how it looks. If the product performs according to expectations, this can create a positive, memorable customer experience. Here are some ways that product experience and appearance matter:

Product Appearance

Is the craft product shiny, smooth, textured, or colorful? How pleasing is the product to look at? Product appearance can subtly or directly impact the customer's overall feelings about the product. For example, a customer may interpret certain colors as clean, happy, sad, or outdated. Performance should also match product experience. If a product looks luxurious and durable, the customer will likely expect it to perform that way.

Product Usefulness through Design

When people purchase craft-based goods, they often expect a certain level of authenticity. The design of your craft product can communicate how it is intended to be used. For example, lip balm in a tin container may communicate that it is easy to take with you. Or, a bracelet with a secure, beautiful clasp may communicate the quality of the design.

Product Packaging

The packaging of a product, such as the box, label, wrapping, or protective exterior can make a difference in the overall customer experience. When someone purchases or receives the product, what is the immediate experience opening the packaging? Does the packaging reflect the utility of the product, the traditional design, or the preciousness of the product? Is the packaging easy to open, secure, recyclable, or is the packaging a keepsake? These aspects and others can help communicate to the customer the usefulness, intention, or value of the craft product.

Product Graphics

The graphics on the labels, packaging, or on the design of the craft can also communicate the intention behind the product. For example, if you sell an environmentally-friendly stationary, imagery inspired by nature can help to communicate this feature. Or, if you make handbags with a vintage vibe, consider creating graphics for the product reminiscent of the era that inspired it, such as the 1960s.

These are some key aspects of product development and marketing that can help determine the success of selling your crafts. If you are selling your crafts online, high-quality photos and authentic, appealing product descriptions can also help attract new customers. If you are selling at craft fairs, media materials that reflect the brand, such as well-designed postcards, can also help to communicate the value of your craft products. Visit sites like for more information.