Branding & Digital Marketing

5 Ways Custom Packaging Can Help You Build a Better Brand Experience

Ari KrzyzekMarch 18, 2019 · 11 min read

Do your products come in shiny, glossy customized packages? Or are they wrapped up in bland beige boxes? For your brand’s sake, we hope that you said yes to the first question. That’s because there is no other way around creating fabulous first impressions than a picture-perfect package. In other words, the flimsy shrouding that you call ‘packaging’ might be the cause of lower customer retention.

The art of customized packaging may be overlooked in board meetings, but it definitely counts a lot in the eyes of your customers. Do you want to know why? Because it helps improve your brand image!

Here are a handful of ways in which creative product packaging designs enhance your brand image:

72%of Americans say packaging design often influences their purchase decisions

Ipsos surveyed 2,002 U.S. adults for the Paper and Packaging Board in 2018. It backs this article's core claim: packaging is a buying signal, not an afterthought.Ipsos for the Paper and Packaging Board, 2018

Builds brand recognition

“Design is a silent ambassador for your brand.”

-Paul Rand

In this day and age, product packaging isn’t just bubble wrap and boxes. It is considered as a personification of your brand. This is why plastering a big bold brand logo won’t do the trick. You want it to be the extension of your brand values and persona.

Now, we know what you’re thinking. The customer has already bought the product so why should you bother with impressing them?

But that isn’t the point here. You want to make the right moves to help win over the target market and customized packaging does that. It helps your customers identify you amidst a stack of other competitors.

As Paul said, your designed packages are secretly pitching your store to other shoppers. It is a chance to get noticed when customers are seen carrying shopping bags from your store. You never know, your cool funky bags might be the reason why a curious onlooker goes to check out your shop.

How to do it

Pull your core colors, fonts, and logo lockups into one Brand Kit so packaging matches your site and social exactly.
Study award-winning work on The Dieline to see how brands express identity beyond just placing a logo.
Mock the box up in a 3D editor before printing, then cover the logo and check it still reads as yours.

See a worked example

As an example, picture a coffee roaster whose box carries only a small embossed logo but whose interior print, color, and copy voice match its social feed. A shopper who has never bought from them can often recognize the brand from across a cafe. That kind of recognition tends to compound over time, though it is a goal to build toward, not a guaranteed outcome.

Tools to use

Canva Brand Kit to keep colors, fonts, and logos in one place, The Dieline for packaging inspiration, and Packhelp to preview a design in a 3D box editor before print.

Steal our AI prompt

Here is my brand's visual identity: [paste brand colors, fonts, logo description, and tone of voice]. Here is what I sell: [describe product]. Suggest 5 packaging design directions that express this identity beyond just placing the logo, and for each one name the specific colors, materials, and single signature detail a repeat customer would recognize even with the logo hidden.

Confirms brand credibility

Don’t you hate it when the shopping bag’s strap breaks before you even reach your car? Not to forget the company’s failure to bubble wrap the delicate merchandise! These and other tiny details reflect how much value you place on the customer experience factor.

Brands that opt for slick and sturdy packaging are always winners. They prove to the customers that their concerns are a top priority. This is especially true for online customers who might blame a broken product on your flawed packaging.

So whether it is bubble wraps, strong straps or durable boxes, you want to invest in the ones that withstand the pressure of your customer’s judgement call.

How to do it

Ship a few test units to yourself and a friend across the country, then open them and log any damage.
Match your packaging to a recognized transit standard so durability is a written spec, not a guess.
Order sturdy, right-weight mailers or boxes from a supplier that lets you sample before a full run.

See a worked example

As an example, consider a skincare brand that moved from a loose poly bag to a rigid mailer with molded protection after a run of leaked-in-transit complaints. It is reasonable to expect fewer damage refunds and support tickets afterward, though the exact drop depends on your product, fill, and carriers.

Tools to use

ISTA Test Procedures for recognized transit-testing standards, and suppliers like Arka and EcoEnclose that let you sample sturdy mailers before a full run.

Steal our AI prompt

My product is [describe fragility, weight, and dimensions] and it ships via [describe carriers and regions]. List the most likely ways it could be damaged in transit, the specific packaging components that prevent each failure, and which ISTA test procedure roughly matches this shipping profile. Keep the recommendations practical and affordable for a small brand.

Dimensionally perfect packages

Do your products come in different sizes? Or are you guilty of shoving them in the same box?

The one-size-fits-all strategy is no longer functional for businesses who want to stand out. Your same-sized boxes show the customer that you haven’t made any effort on the packaging. It might even entail that you bought the packages off from a wholesaler.

Thus, it makes the brand experience quite lacklustre. But how do special sizes prove otherwise?

Here are a few hints:

Proper sizing indicates that your professionalism doesn’t end after the purchase
Cute bags and small shoppers function as gift bags (added bonus for the customer)
Strategically designed dimensions cut shipping cost and storage space

In short, both you and the customer will benefit from tailored packages.

How to do it

Measure each product's real dimensions and choose the smallest box that still protects it.
Check dimensional weight against your carrier's formula so an oversized box is not quietly inflating every label.
Order custom-sized boxes at low minimums instead of forcing products into stock sizes.

See a worked example

As an example, say a brand sells three product sizes but ships everything in one large box. Moving to three right-sized boxes can cut void fill, lower dimensional-weight shipping charges, and make the unboxing feel intentional. Any savings figure varies by carrier and volume, so treat it as an estimate until you measure your own rates.

Tools to use

PackMojo and Arka both offer custom-dimension boxes at low minimums, so sizing fits the product instead of a stock SKU.

Steal our AI prompt

Here are my products and their dimensions: [paste each product with length, width, height, and weight]. Recommend the right-sized box for each, flag any where I am likely overpaying on dimensional weight with a carrier like UPS or USPS, and suggest where a single shared box size could still work without wasting space.

Hopping on the green express

The green revolution is going pretty strong lately and it is high time that you board the bandwagon. That’s because customers have become conscious of the grievous impact of the contents in their garbage bins. Naturally, your packaging is part of the wastage. That’s why you might not make the cut if your packages pose a threat to the environment.

Henceforth, customized packaging isn’t solely dependent on the design. You must pay attention to the materials that build your boxes and bags. You’ll see that choosing eco-friendly and biodegradable options will give you an edge of producers that are still sticking to their bad habits.

How to do it

Audit each packaging component and note its material and end-of-life (recyclable, compostable, or landfill).
Replace the worst offenders with recycled or certified compostable options from a specialist supplier.
Tell customers how to dispose of it with a standardized on-pack label instead of a vague 'eco-friendly' claim.

See a worked example

As an example, picture a brand swapping virgin plastic mailers for 100% recycled, curbside-recyclable ones and adding a clear on-pack recycling label. Sustainability-minded shoppers often notice, and the brand can now back the claim instead of vaguely calling it 'eco.' The effect on repeat purchase will depend heavily on your specific audience.

Tools to use

EcoEnclose for 100% recycled mailers with documented specs, noissue for custom compostable packaging, and How2Recycle for a standardized on-pack label so claims are credible, not greenwashing.

Steal our AI prompt

Here is my current packaging stack: [describe each component and its material]. For each item, suggest a more sustainable swap (recycled, recyclable, or certified compostable), flag any 'eco' or 'green' language I should avoid because it reads as greenwashing, and draft one honest on-pack sentence telling customers exactly how to dispose of it.

Create aesthetically memorable experiences

“There are responses to a piece of design, yes, no and wow! Wow is the one to aim for.”

-Milton Glaser

Is your package ‘wow’ material? It better be if you want another order. The idea here is to leave a lasting impression on the customer’s mind. The colorful designs make the purchase attractive and exciting. Plus, as we mentioned earlier, they also resonate with your brand persona.

For instance, a beauty box wrapped in a dull brown bag will leave them feeling underwhelmed. But switching things up can make a great impact. So you should boost their excitement for your packages by wrapping your products in fun creative ways.

Think of your products as gifts to the customer. Your well-crafted package lets them experience a thrill when they open them. Drop in sweet thank-you notes or witty comments in the packaging. This will be a pleasant surprise for new customers who’ll relish the acknowledgement. Additionally, the loyal ones will appreciate the thoughtful gesture.

How to do it

Map the open: the first thing they see, the reveal, and the last detail they touch.
Add one or two low-cost signature touches like custom tissue or a sticker seal so the moment feels designed.
Include a personal note, and automate it at scale so it stays consistent as order volume grows.

See a worked example

As an example, imagine adding branded tissue, a custom sticker seal, and a short handwritten-style thank-you note to a first order. Customers sometimes film these moments and share them, which can turn one purchase into organic reach. Results vary widely, so treat the unboxing as brand-building rather than a guaranteed sales channel.

Tools to use

noissue for custom tissue, stickers, and tape, Handwrytten for real-pen thank-you notes automated at scale, and The Dieline for standout unboxing ideas.

Steal our AI prompt

My product is [describe] and my brand voice is [describe tone and personality]. Design a memorable unboxing sequence covering what the customer sees first, the reveal, and the final touch. Suggest 3 affordable signature elements (inserts, tissue, stickers, or notes) and write a short, on-brand thank-you note under 40 words that would feel personal to a first-time buyer.

On the whole, creative product packaging designs serve as your brand’s mascot. This is why it is important for your brand to have an innovative packaging strategy. Your aim should be to place your brand persona, the eco-friendly initiative and the customer’s experience in perfect alignment. As a result, your customers will place value on their convenience and perception.

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Branding & Digital Marketing

5 Ways Custom Packaging Can Help You Build a Better Brand Experience

Ari KrzyzekMarch 18, 2019 · 11 min read

The art of customized packaging may be overlooked in board meetings, but it definitely counts a lot in the eyes of your customers. Do you want to know why? Because it helps improve your brand image!

Here are a handful of ways in which creative product packaging designs enhance your brand image:

72%of Americans say packaging design often influences their purchase decisions