In August 2020, TikTok influencer, @theerinmarie, went viral after she posted an unboxing video of her latest Chanel purchase: cotton pads. Yep, you read that right. Cotton pads. Rather than spending $6.99 on drugstore ones, Erin decided to fork out $20 on Chanel’s designer range: Le Coton.
Her unboxing experience—spread over three videos—amassed millions of views and over 1 million likes. The reason why she bought these cotton pads and posted them on social media? She wanted to see if they came in Chanel’s premium, luxurious packaging. And they did.
Le Coton comes in the classic cream Chanel box, tied in a signature black bow. Not only that, but the box includes free samples of Chanel mascara and perfume, delicately placed in a cream bag. As The New York Times and Washington Post noted in their coverage of the bizarre viral trend, “the purchase is more for the packaging and the aesthetic of having a Chanel box than anything else.”
This is the power that packaging can hold: a customer buying your product for the sheer experience of opening it. It’s fair to say that, if you play your packaging cards right, your packaging can become more than just a safety vessel, it can become a communication tool, a marketing powerhouse and, even, a lifestyle.
The Value of Packaging@theerinmarie video wasn’t a one-off either. With the ubiquity of TikTok and YouTube, unboxing videos and captures of retail shopping experiences are moving from strength to strength. Take @marc.unbox, an influencer who has dedicated his channel to “buying and unboxing the cheapest items from luxury brands,” says his TikTok bio. With over 200,000 followers and millions of likes, Marc’s channel shows the appetite for premium packaging experiences. The research backs this up, too.
In one published study, researchers uncovered that attractive types of packaging stimulate the reward-seeking parts of our brain, which are associated with impulse purchasing. This means that beautiful packaging designs—and the well-crafted experiences that go along with them—can directly increase your sales.
How to Create Beautiful Customizable PackagingIt’s evident that the types of packaging that house your products play an important role in showcasing their value, But where do you begin? Creating beautiful packaging is no happy accident. It takes strategy, careful planning, and understanding.
The tricky thing, of course, is that there are so many types of packaging options out there, it can be hard to know where to begin. You want to get your packaging right, but you don’t know which material is best, what size to choose, what to fill your package with, and so on.
In our opinion, the question of choosing the right packaging really should be an enjoyable task, but we understand that it’s easy to get overwhelmed by the amount of options out there. We know you want to make the right choice, at the right price, for your customers.
This is exactly why we’ve created this guide—to help you demystify the jargon around packaging types and find a solution that benefits your business. To begin with, though, let’s go back to basics…
Instead of diving straight into the different types of packaging and the packaging materials available, let’s first cement the reasons why you need packaging for your product. From the below list, it’s likely that a few reasons will resonate with you and your brand, some more than others. This is a good thing. By finding what’s important to your packaging strategy, you can make informed decisions later down the line when it’s time to pick your materials.
At a basic level, packaging is a necessity for safely transporting products. It provides physical protection from damage, from things like vibration, weather, compression, dust, and so on. Packaging also offers a sense of security. If the product is well wrapped, it prevents someone in the logistics system from tampering with it—or even stealing it.
Putting effort into the economics of your packaging strategy can help the bottom line. By choosing cost-effective types of packaging and ensuring the size is just right, you can minimize waste, improve delivery costs and, ultimately, save money. Think of it like this: Your products packed in boxes that are way too large will take up a lot of extra space during the delivery process. This leads to higher costs and possibly even longer delivery times if not as many parcels can be sent out at once. After all, there’s only so much room in a delivery van!
On the flipside, if your packaging protects your products snugly, then you’ve found the most cost-efficient way to both store and deliver them.
According to EuroStat, in 2018, the total volume of packaging waste was roughly 77.7 million tonnes. Consumers aren’t happy about this. A recent McKinsey study found that 71% of US respondents said they are more concerned about packaging sustainability in 2020 than they were in 2019. For brands like yours, this is an opportunity. Choose the right packaging materials, and you can:
Have a positive impact on the environment
Build a more positive relationship with your customers
This is because consumers are becoming more and more conscious of their carbon footprint. Many want to be eco-friendly, and they are looking to the brands they engage with to help them on this mission. If your packaging materials are recyclable or more sustainable, then you can appeal to consumers with this mindset.
When we say Tiffany & Co., what image springs to your mind? Chances are it’s the brand’s little blue box, possibly adorned with a signature white ribbon. The box is so infamous that, in London, there’s a cafe named after it: The Tiffany Blue Box Cafe at Harrods.
What Tiffany & Co. has done with their packaging is create something iconic, a box that instantly conjures up a precise image of sophistication and luxury. For your brand, creating signature packaging can be a way to stand out from the crowd and cement yourself in the crowded retail space. Plus, as we explored above, the notoriety of unboxing videos on social media means it’s easier than ever to reach huge, global audiences with your packaging. A beautiful design and engaging experience can build brand affinity and get you new customers.
With COVID-19 taking hold in 2019, many consumers who had never shopped online before started to do so. Even now things are somewhat back to normal, there’s no doubt that some consumers will have changed their shopping habits for good. But in the absence of a physical retail store, how can brands create the same experience and connection with their customers?
You guessed it—packaging! In the ecommerce journey, your packaging is the final step of your customer’s engagement with your brand.
Sure, you may have a cool website and you’ve got your email marketing down to the tone of voice, but if your packaging experience is bland or subpar, then you risk your customer being one-time only. On the other hand, if you’ve thought out the unboxing experience and make an effort to make it enticing and pleasurable for your customer, then you can effectively bring a little bit of the in-store experience directly to your customer’s home.
You know that moment in Pretty Woman, when Richard Gere presents Julia Roberts with a beautiful suede jewelry box. She’s completely dazzled by the gift, without opening it. The box conveys so much. The packaging is elegant and oozes luxury. Of course, not every brand is a luxury brand, but that doesn’t mean your packaging can’t be cool, fun, or exciting. You can still create a special moment for your customer and build brand affinity in the process.
By creating a type of packaging that elevates your product and brand, you can create that same feeling in your customer that Roberts’ character felt when she was presented with the jewelry box. Create this positive feeling consistently and you might find you build some long-lasting, loyal customer relationships.
Lastly, we can’t forget that packaging is ultimately a marketing vehicle. With clever design and branding, your packaging can become an extension of your marketing strategy. It can communicate your brand values, lead to new customers via social media, and make your brand memorable. It’s integral to make sure that packaging is one of your “Ps of marketing.”
So we have the why, and you’re now keen to unlock the power of packaging to build better customer relationships, supercharge your marketing, and boost cost-efficiency. To help you do this, it’s important to get a few things clear upfront.
The below questions are designed to help you narrow down your focus, so that you can start to clarify what different packaging materials are best for your business and goals.
There’s a wealth of materials out there to choose from: cardboard, plastic, paper, glass. Within these materials, there are subsets, too. For example, if you’re an ecommerce brand, you’ll want to make sure your choice of packaging materials is durable enough for the logistics journey. You also need to think about the size, weight, and fragility of your product—and what type of material will best protect it.
But aside from practical considerations, you should also think about how your packaging materials can reflect your brand values. If sustainability is important to you, then your packaging choice should be eco-friendly. Consider this stat: 68% of consumers say they’re more likely to choose a product in paper packaging or cardboard boxes over plastic, while 63% say paper packaging makes a product appear higher-quality.
So if you consider yourself a luxurious brand, then plain, corrugated cardboard won’t be the way to go, as it won’t portray the sense of elegance your brand wishes to convey.
As with all things in business, your budget will dictate what you can and cannot do, and that includes choosing the packaging materials that you want your brand to stand for. Imagination and creativity can get you a long way but you still need to plan financially. After all, product packaging is meant to enhance your business, not detract from it.
Your budget should consider a few things:
Firstly, how many units will you need? 100? 5,000? 100,000? The more units, the more cost. But you will also find that when buying your packaging materials wholesale, you will be able to get a large amount of boxes for a good price. Equally, though, you want to make sure that the amount you buy reasonably matches the number of orders your online and retail stores expect to receive. Otherwise, your boxes and other packaging materials could end up taking up unnecessary space.
Secondly, you’ll need to budget for design. If you’re going to make your packaging a part of your marketing strategy, customization is crucial. Creative work is an extra cost – but a worthwhile one if you want to stand out from the crowd.
“Know thy customer” is the first and most important commandment of business. When choosing and designing your packaging, you should look at the product through the lens of your target audience:
What kind of packaging would they like?
What colors will resonate with them?
Will they want freebies? Recyclability?
What should be inside the box?
Plan out and imagine the ideal packaging experience for your end customer. If you’re not sure or are still figuring out your key demographic, then spend time doing research. Look at what other brands have done, read articles like this one about packaging expertise, and create mood boards to cement your vision for your packaging.
This is a fundamental but often overlooked part of a packaging strategy: finding the best size package for your product. The dimensions of your packaging play an important role in the cost of production, the price of shipping, and the safety of your products.
The three main dimensions to measure a box are length, width, and depth. You measure these inside the box, not outside. Accuracy is pivotal here. We recommend triple-checking your measurements to make sure you’ve got them right.
Ideally, the dimensions of your box should be an inch or two bigger than the size of your product, so that they fit snugly inside. This will help to reduce the risk of transportation damages, as well as minimize the need for lots of internal packaging filling.
9 Popular Types of PackagingLet’s take a look at some of the common packaging material options that can be used for both ecommerce and general purpose consumer packaging, like cosmetic packaging products, FMCG, clothing, and toys.
As we go through each type, we’ll give you an idea of the benefits and disadvantages of each, as well as a guideline on the price, to help you make an informed decision.
This is a fair question and we get it. For busy business executives, mulling over packaging design can feel like another stress, another thing to add to the endless to-do list. However, you’ll be surprised to learn that there is no such thing as a “basic box” when it comes to packaging materials. Even plain corrugated boxes or brown paperboard boxes come in many types and sizes. There are different closures, different levels of thickness, and much more.
If you want retail packaging to be part of your marketing strategy, then going beyond basic necessity is well worth the time and effort. If your packaging ends up going viral in a TikTok unboxing video, your whole company will reap the rewards.
You know Apple’s infamous, clean-cut, white iPhone box. This is a prime example of cardboard being used for a rigid box. The look and feel of rigid boxes lends itself well to items that are delivered as gifts, such as beauty products, jewelry, or fashion accessories like sunglasses or watches. Because of their durability, this type of packaging material is also excellent for technology items, keeping them safe during the ecommerce journey.
Rigid boxes are made using super thick cardboard, at least 4x thicker than your average piece of cardboard. As the name insinuates, these boxes are rigid to touch. They’re hard to bend and not very malleable. Like Apple’s boxes show, this type of custom packaging is great for unique designs. You can print your logo on them, choose different colors, give them a matte or glossy finish, and even emboss them.
Cost-wise, rigid boxes are on the pricier end of the scale. The durability and design flexibility of these types of packaging materials come at a cost, which is why these boxes are often associated with luxury items (Apple, we’re looking at you!)
Advantages
Disadvantages
Premium – great for luxury items
Expensive
Strong; will keep products safe
Not malleable, so more expensive to store
Versatile; can be used for all kinds of products across sectors
In the ecommerce journey, will need extra packaging around it to ensure items are secure and safe
Think of paperboard like thick paper. It’s thick but not quite as thick as a traditional cardboard box. You’ll see paperboard used often for small products, especially food items like cereal or sometimes even toys.
Paperboard as a packaging material is extremely affordable, but it’s also extremely flimsy. It’s not good for delicate products, as it doesn’t provide much protection from the elements. Saying this, it’s also very versatile in that it can be cut into all sorts of shapes and designed into beautiful, unique finishes that portray brand values.
Paperboard is created using wood pulp. If you use the right manufacturer, you could even get your paperboard packaging created using 100% recycled materials, which is great for eco-conscious brands.
Notably, paperboard tends to come in two options: 1-ply or multiple-ply. What you choose will depend on the durability you need. Multiple-ply is slightly more dense and stronger than 1-ply, making it a better choice as protective packaging. Although, we still wouldn’t recommend using paperboard packaging materials for delicate items.
Advantages
Disadvantages
Affordable price
Weak – does not offer the protection of other packaging options
Versatile; can be used for all kinds of products across sectors
Unable to withstand elements, which could lead to products being damaged
Recyclable – can also be made from 100% renewable materials
Cheap and cheerful – not great for premium products
Corrugated cardboard is a bit of a powerhouse in the ecommerce industry. When you hear people talking broadly about cardboard packaging materials, chances are they’re referring to the corrugated variety. This cardboard is as versatile as it is durable. It can be used for everything from shipping cartons to gift boxes to takeout deliveries.
Cardboard is made of multi-layered paper called fluting. It’s corrugated, thanks to the sandwich-style application of the different layers, which makes the packaging strong and cushioned. No wonder it’s a top option for ecommerce deliveries.
Generally speaking, the more fluting in the box, the stronger the package will be. From a sustainability standpoint, corrugated cardboard boxes tend to be made using recycled materials, making it a good option for eco-conscious brands. It’s also inexpensive.
From a design standpoint, corrugated boxes are often a favorite. Corrugated cardboard is extremely customizable. Whatever shape, color, or finish you want, it’s possible. Corrugated cardboard can handle different types of coatings, treatments, and adhesives.
Advantages
Disadvantages
A solid price for a solid product
The cost increases depending on the strength you want
Strong; will keep products safe
Will take a lot of design work to create a premium look and feel
Versatile; can be used for all kinds of products across sectors and can be designed in many different way
–
Sustainable as made from recycled materials
–
Although heavy products are often shipped in rigid boxes, if an item is too heavy for even a rigid box, a corrugated box will do nicely. Rigid boxes are made using corrugated material, so they keep their structural integrity intact even when stacked up. This, in turn, helps prevent more damage to the items stored inside. These features make these types of boxes ideal for moving.
Remember the Chanel unboxing experience we mentioned at the beginning of this guide? You may recall that, within the beautifully designed box, there were a couple of freebies encased in a delicate cotton bag.
For physical retailers, cotton can be a great packaging material option for your products. For a start, cotton is usually a renewable, inexpensive fabric. This makes it great for brands who want to demonstrate their sustainability values through their types of packaging. Also, because cotton bags or pouches are reusable, they are in the mind of your consumer long after their purchase is made.
Cotton is also extremely versatile. While its color is naturally cream, it can be dyed into any color you like. It can also be weaved in different ways to create different measures of thickness.
Cotton materials can be treated and personalized in numerous ways. It is naturally an ivory color, giving it the ability to fit any vision. The color isn’t the only advantage; it can be made into different types of gauges and weaves, so bags can be thin like delicate muslin or very thick like a sturdy tote. Cotton fabric as a packaging material is also easy to work with, so there are no limitations in how small or large the final package can be.
Needless to say, the softness of cotton makes it a no-go for the ecommerce journey. However, just like Chanel did, you could always incorporate cotton packaging inside your more durable shipping boxes.
Advantages
Disadvantages
Usually inexpensive
Limited protection; not suitable for ecommerce
Sustainable; can portray brand values
–
Versatile; can be designed exactly to your taste
–
Ah, plastic. Once the shopping bag of choices for retailers around the world, plastic packaging has faced some backlash in recent years, mostly down to its environmental impact. The interesting thing about plastic is its versatility. Aside from traditional shopping bags, plastic can be molded into durable shipping cartons and even blister packets.
In terms of benefits, plastic packaging can be strong and good at resisting different weather conditions. It’s also inexpensive and highly customizable, enabling you to go crazy with your design ideas.
There are many types of packaging material options for plastic and despite the bad rep, there are also some more sustainable options. PET (polyethylene terephthalate) and LDPE (low-density polyethylene) are two of the more eco-friendly options. However, the recyclability of these plastics depends on the recycling stream in the country you’re shipping to, so if you’re an international retailer, take note. For example, PET can be recycled in Germany but not in the United Kingdom.
In terms of their source, both PET and LDPE come from fossil fuels. But bioplastics exist, too. These are made using renewable materials but are also more expensive. In terms of protection, plastic packaging materials are not as strong as cardboard. So if your items are delicate, this packaging type may not be right for you.
Advantages
Disadvantages
Usually inexpensive
Not suitable for fragile comments
Lightweight, durable and waterproof
Not the most sustainable choice
Versatile and easily customizable
–
Jute is made from the bark of the white jute plant and is also widely used in the packaging industry. It’s a golden fiber that can be woven into a coarse, strong material. Jute is often used for reusable shopping bags, agricultural packaging, and coffee bags. Since the decline of plastic shopping bags, jute has slowly edged into the spotlight. It’s 100% sustainable and extremely durable. However, it also has a rustic look and feel, meaning while it may be great for ethical brands looking for sustainable packing materials, it doesn’t shout premium.
For physical retailers, jute is a great option. It’s cheaper than cotton packaging and its strength also means it can be used again and again and again. Talk about free marketing!
Advantages
Disadvantages
Cost effective
Not suitable for premium products
100% recyclable
Not suitable for ecommerce packaging
Super strong – a great option for shopping bags
–
For small products that are about to go on an ecommerce journey, padded mailers as packing materials are a great option. They’re super easy to ship and are also very cost-effective. Because they can be sent in the mail stream, you don’t have to pay the prices associated with FedEx or another shipping provider.
Padded mailers are usually made from paper, which is then blended with a padding material, such as bubble wrap, to provide extra cushioning. While the cushioning can help to keep items safe during the ecommerce journey, padded mailers aren’t recommended for very delicate items, as they may still get squashed during the logistics process. However, if your item comes in a box—say, a necklace encased in a small cardboard box—then a padded mailer will work.
Padded mailers come in a variety of sizes and also have different sealing options, from peel and seal to self-sealing. These mailers are designed for the postal system, meaning the seals are usually very secure and difficult to open, which will prevent tampering or the elements impacting the package.
In terms of design, padded mailers are extremely customizable. You can change the color, add designs, include your logo, and so on. They’re also easily recyclable, making them an eco-friendly choice.
Advantages
Disadvantages
Cost effective
Not suitable for fragile products
Sustainable option
Not suitable for larger products
Easily customizable
–
Good for ecommerce for smaller products
– The Inside Counts, Too!That’s our overview of the top types of exterior packing materials. Now, it’s time to think about the interior.
Let’s revisit Chanel again. What made that unboxing experience so great was the synergy between the beautiful exterior packaging and the interior of the box. You want to create a consistent experience from the outside in and continue your customer’s delight.
Now, if you’re thinking of packaging for your physical retail shop, then this part of the article will be slightly less relevant to you. After all, if your customer is waiting in a queue to pay for their item, they don’t want to see a sales clerk at the till faffing about with lots of bits and bobs to put inside their paper or poly bag.
However, for ecommerce players, the inside really does matter. From a functional perspective, interior packaging adds another layer of protection and safety during the logistics journey. Then, from an experiential point of view, the interior materials can help to convey your brand’s messaging (think recycled paper for sustainability). This will excite your customers even more and add to the theater of the unboxing experience.
Let’s dive into some of the common types of interior packing materials below:
Styrofoam is a go-to protective material for ecommerce packaging. It’s made of mostly air, giving it a foam-like consistency that provides excellent cushioning for products during the logistics process. It’s also a good insulator, helping your products to withstand different temperatures, such as high heat levels during a hot summer’s day.
Styrofoam tends to come into two forms: in rectangular shapes that fit between parts of a product—for example, do-it-yourself furniture—and also in the shape of packaging peanuts, which are small styrofoam nodules that can be poured into a box to provide protection.
Styrofoam’s air-like consistency makes it extremely lightweight. It’s also relatively inexpensive. From a customization standpoint, styrofoam offers a lot of potential. It can be molded into different shapes and even dyed different colors. For instance, packaging peanuts could be turned into brightly colored stars that add to the wow factor of opening a package. However, for all its plus points, styrofoam is not environmentally friendly. It is not biodegradable and can’t be recycled.
Advantages
Disadvantages
Relatively cheap
Not recyclable
Lightweight while providing excellent protection
Negative environmental impact
Easily customizable
Costs extra to make styrofoam attractive/customized
Good insulator
–
Another top choice for packaging materials is cardboard. Its versatility extends beyond its use for exterior packaging; it can be used for the interior, too. For example, corrugated cardboard boxes can be shredded to create an alternative to packing peanuts, or cardboard can be snugly placed around items to add an extra layer of cushioning and protection.
As we’ve already noted, cardboard is inexpensive and sustainable. It provides strong protection, making it a great choice for many internal packaging needs.
Just as with external cardboard packaging, internal cardboard pieces or shreds can be customized into your brand’s colors and molded into different shapes to add to the unboxing experience.
Advantages
Disadvantages
Cost effective
Price increases when corrugated cardboard is selected
Lightweight while providing excellent protection
Needs customization to portray a premium look and feel
Sustainable options
–
Versatile – can be changed into different shapes
–
Soft plastics have a sturdy yet foamy consistency. They are made of a type of polyethylene or from a material known as EVA (ethylene-vinyl acetate). You tend to find this kind of material inside of boxes that hold premium, electrical items, such as phones or voice assistants.
They’re a great choice for these kinds of products because they are extremely strong, water-resistant, and cost-effective. They are also flexible, which means they can be wrapped or shaped around products to provide insulation and protection.
Advantages
Disadvantages
Cost effective
Not as cheap as styrofoam
Lightweight while providing excellent protection
–
Premium look and feel
–
Who doesn’t love popping a bit of bubble wrap? With its fun consistency and strong protective properties, bubble wrap is a solid and affordable choice for fragile items like electronics or glass bottles.
It’s made using polyethylene film, which is rolled into a sheet that contains small pockets of air. The sheet is extremely flexible, so bubble wrap can be wrapped around products of all shapes and sizes. The bubbles also come in all shapes and sizes, from tiny, centimeter air pockets to ones that are an inch in diameter. The size and fragility of your product will dictate the size of bubble wrap you go for.
In terms of the ecommerce journey, bubble wrap’s structure is superb at protecting products. It’s also weather-proof, helping to keep your products safe from rain, hot weather, and so on.
For all its benefits, bubble wrap is not easily customizable, meaning it’s not great for a premium unboxing experience. It’s also not the most sustainable choice, as it is made from PET, which isn’t recyclable in all countries’ recycling streams.
Advantages
Disadvantages
Cost effective
Not sustainable
Lightweight while providing excellent protection
Quite bulky
Good for ecommerce journeys
–
Kraft paper is a plain, brown paper that can be wrinkled into ball-like shapes and put inside a box to provide extra protection. Kraft paper is something that you don’t necessarily need to purchase especially. Your printer paper, old magazines, and even leaflets can be scrunched up and used for protection.
From a sustainability standpoint, this makes kraft paper a good choice. Not only can it be recycled itself, but by using existing materials, you can upcycle. However, it’s worth noting that crumpled pieces of newspaper don’t exactly scream premium or customized, unless you find a way to put a creative spin on this in your marketing strategy.
You can, of course, choose to purchase kraft paper specifically for your packaging. If you do this, you’ll benefit from a range of customization options. Different colors, finishes, and patterns are all on offer.
While kraft paper offers good protection at a good price, it’s worth noting that paper has some drawbacks. Namely, it’s not the best for dealing with humidity. This means that if your products are delicate or sensitive to weather conditions, kraft paper won’t be the best option.
Advantages
Disadvantages
Cheap and cheerful
Vulnerable to the elements
Sustainable
Doesn’t portray a premium look and feel
Offers solid protection for products that are not fragile
–
Tissue paper is thinner than kraft paper. Each sheet is extremely lightweight and thin. When a bunch of sheets are put together, though, tissue paper becomes a sturdy, cushioned option for both ecommerce and physical retail.
Aside from being protective, tissue paper has an air of elegance about it even though it’s very cost-effective. Its range of colors and consistency lends itself well to designer products like perfumes, jewelry, and fine clothing.
Saying this, we advise being careful about how you use tissue paper for the ecommerce journey. If your items are delicate, then tissue paper on its own won’t be enough to protect your products during the logistics process. However, they can still be added to the inside of your package to add a little theater and luxury.
Advantages
Disadvantages
Cost effective
Vulnerable to the elements
Premium look and feel; easily customizable too
Will need to be used alongside additional measures to protect delicate products during the ecommerce journey
Offers solid protection for products that are not fragile
–
Air bags are exactly that—plastic bags that are filled with air. Unlike many kinds of plastic, airbags are recyclable because they are made from high-density polyethylene film, making them a more sustainable choice.
Typically, air bags come in a long roll of individual bags. The edges between each bag are perforated, making them easy to separate. To use them, you simply stuff the desired number of airbags around your product in its packaging.
Air bags are inexpensive and provide great protection for fragile items, offering the utmost cushioning. They’re also durable against the elements. While they’re lightweight, it’s worth noting that airbags are bulky.
Advantages
Disadvantages
Cost effective
Bulky to store
Offers high protection
–Recyclable
–
Add Some Wow FactorThroughout this guide so far, we’ve dropped some nuggets about the importance of customization. Now, it’s time to delve into that aspect a little further. Having an idea of the product packaging materials you want to use is the first, pivotal step. But how you use them as a vehicle to tell your brand’s story is just as important.
Let’s reinforce this with some key stats:
According to Bain & Company
, 60-80% of consumers will not repurchase from a brand with poor packaging, even if they liked the product they bought.
Ipsos
found
that 72% of American consumers feel that a product’s packaging impacts their decision to buy.
71% of consumers feel frustrated when a shopping experience is impersonal,
says
Segment.
According to SmarterHQ
, 80% of frequent shoppers only shop with brands that personalize the experience.
It’s clear that personalization is the name of the game if you want to win new customers and retain old ones. This is where packaging innovation becomes integral. Funnily, innovation has become a bit of a buzzword in the business world. However, it is often not thought about in terms of packaging.
Many businesses make the mistake of thinking packaging is a functional thing, something to protect your product as it gets from A to B. But it’s so much more. Customized packaging can be the difference between a one-off customer and a loyal brand advocate.
The beautiful thing about many of the most popular packaging materials options (both internal and external) that we’ve discussed so far is their versatility. Besides offering basic protection and safety, they can be customized into different colors, shapes, and designs.
For example, a couple of years ago, we worked with T-Mobile to create bespoke packaging for their physical retail location in New York. With their logo elegantly placed on the box and their brand colors shining through, these boxes were a hit with customers in-store.
Earlier, we asked you to imagine your ideal unboxing experience for your target consumer. Got the image in your mind? Now, let’s take a look at how you can turn that vision into an amazing reality….
The sky’s the limit for your packaging vision. With the power of custom printing, you can adorn your retail packaging with different colors and designs, putting your brand’s stamp on your box. There are a few different printing options to consider. The main ones are:
When you’re looking at ink designs, you’ll see a couple of acronyms pop up again and again: RGB and CMYK. RGB stands for red, green, and blue. These are the colors that make up images on your computer screen or TV. CMYK stands for the ink colors cyan, magenta, yellow, and key (black). These are the colors that you see on printed designs. For your packaging, it’s pivotal to submit your ink designs for printing in CMYK.
In terms of what you can create, the opportunities are boundless with custom ink. They can be used to coat your package in your brand colors and come in different textures, such as metallic, matte, and even glow-in-the-dark. You can use as many colors as you like. However, be aware that the simpler the design, then the lower the price.
Die cutting is effectively like using a giant cookie cutter to add texture and dimension to your packaging. For example, you can cut a rectangular shape in your packaging using a die-cutter to give customers a sneak peak of what’s inside.
For a detailed overview of how die cutting works and its applications, take a look at our die cutting guide for everything you need to know.
Printing and die cutting aren’t the only ways to personalize your packaging. There are tons of nifty ways to elevate your packaging with different artistic solutions. Here are some of the most common ones:
Foil stamping
involves using high temperatures and pressure to glue a foil design onto your packaging. The foil can vary in colors and textures, from gold to metallic to holographic. Foil stamping can add a sense of luxury and grandeur to your packaging. However, it comes at a price. It’s a labor-intensive process, meaning it takes both a lot of time and money to use foil stamping for large orders.
Embossing and debossing
are two processes that bring texture to your packaging. Embossing works by elevating your artwork from the printed material of your packaging. Debossing sinks your artwork into the packaging. Like foil stamping, both processes add a sense of luxury to your packaging. It’s worth noting that embossing is slightly more expensive than debossing.
Spot UV
is a coating technique. It uses a high-gloss paint to coat your packaging, using UV (ultraviolet) light to cure the printed material’s varnish. It results in a shiny, glossy aesthetic where your packaging has been printed. Take a look at the example below.
Just like printing a piece of paper, you can add text in different fonts, sizes, and colors to your packaging. We advise using your brand guidelines as the basis for the text and colors you choose to ensure synergy with your wider marketing strategy. At the same time, you’ll need to make sure that your color background compliments your text color. For example, cream lettering on a white box will be difficult to see. Size is also an important consideration. For all the effort that goes into adding text to your box, you want to make sure it’s readable to the receiver.
We’re almost at the finishing line! Having read this guide, we hope your mind is brimming with creative ideas of the types of packaging and packaging materials to use and how to add a stamp of personalization. However, we also appreciate that the world of packaging can be a little overwhelming. Because there are so many different types and options out there, there’s no such thing as a wrong or right choice. One thing’s for sure, though. There is one that will be best for your business’s unique needs and goals.
Here at Refine Packaging, we have years of expertise in helping brands large and small to unleash the potential of customized packaging. In this way, they can attract customers, improve relationships, boost brand affinity, and help the bottom line.
Whether you’re a pizza delivery service or a mobile phone provider, our range of boxes has you covered. Our team is with you every step of the way, from helping you choose the type of box you need to designing the perfect exterior, to ensuring the interior materials you use are safe and can wow your customers. We work with you to turn your vision into a reality.
Refine Packaging is the top choice for the world’s Inc 5000 and Fortune 500 companies. With super fast production times, affordable pricing, and a sky’s the limit attitude, we’ll help you turn your custom packaging into a competitive differentiator. Contact us today and a dedicated packaging specialist will guide you through every step of the custom packaging process without breaking a sweat.
Product packaging is more than just a means to protect and contain a product – it’s an art form that can captivate consumers, leave a lasting impression, and elevate a brand’s identity.
In a highly competitive market where visual appeal matters, exceptional packaging design has the power to make products stand out from the crowd and create a memorable and positive first impression for customers.
From sleek and minimalistic designs to bold and vibrant creations, the world of product packaging is filled with extraordinary examples that push boundaries and redefine what it means to be visually striking.
In this article, we’ll dive deeper into remarkable product packaging and showcase some of the best examples that demonstrate extraordinary design. And if you want to get more specific about what makes packaging so great, check out our roundup of this year’s biggest packaging trends.
20 best product packaging examplesThe packaging design of the iPhone is renowned for its meticulous attention to detail, sleekness, and overall user experience. Every aspect of the packaging is carefully crafted to reflect the brand’s dedication to simplicity and elegance.
The clean, minimalist white box with subtle branding creates a sense of anticipation. Opening the box reveals a perfectly organized arrangement of the iPhone, accessories, and documentation, with each item placed precisely to enhance the customer experience.
There’s a pull-tab for easy removal, hidden compartments for cables, and a protective plastic film, all adding to the user-friendly design. Apple’s iPhone packaging stands out for its commitment to delivering a premium and memorable unboxing experience that sets it apart from competitors.
Source: oneclub.com
The packaging design of Coca-Cola is an iconic symbol recognized worldwide. The brand’s commitment to consistency is evident in its unique contoured bottle shape, which is so on brand that it’s become synonymous with the product.
The vibrant red color of the packaging perfectly communicates energy and passion, capturing attention on the supermarket shelf. Coca-Cola’s logo, prominently displayed on the packaging, evokes a sense of familiarity and nostalgia. The use of glass and recyclable materials aligns with the brand’s sustainability efforts.
Coca-Cola often introduces limited edition packaging, collaborating with artists or featuring special designs, which adds a collectible and personalized touch. The distinctiveness and timelessness of Coca-Cola’s packaging design contribute to its enduring popularity and recognition globally.
Source: foodbusinessafrica.com
Pukka Herbs’ tea packaging is truly unique thanks to its exceptional attention to detail and commitment to its brand values.
The vibrant colors, intricate illustrations, and patterns on the packaging captivate the eye and reflect the herbal ingredients in their tea.
Pukka Herbs’ packaging also stands out by providing informative elements, helping customers make informed choices based on the tea blend’s ingredients and benefits. This combination of aesthetics, brand identity, and sustainability makes Pukka Herbs’ tea packaging standout in the market, appealing to both conscious consumers and tea enthusiasts alike.
Source: bodykind.com
The packaging design of Oreo cookies is instantly recognizable and has a unique charm which makes it a unique example of food packaging. Oreo’s packaging features a classic blue background with the iconic logo prominently displayed, creating a sense of nostalgia and familiarity.
Oreo’s packaging design is simple yet effective, capturing the essence of the beloved cookie and enticing consumers with its timeless appeal. It’s a testament to the brand’s commitment to delivering a delightful and convenient snacking experience.
Source: pinterest.com
Adidas packaging design is known for its boldness and innovation, reflecting the brand’s sporty and dynamic identity. The packaging often incorporates vibrant colors, striking graphics, and sleek typography to create a visually impactful experience.
Adidas shoe boxes are particularly notable, featuring creative opening mechanisms and interactive elements that add an element of surprise and engagement.
The packaging design reinforces the brand’s commitment to performance and style, capturing the attention of consumers and showcasing the product in an exciting and memorable way.
Source: retaildesignblog.net
Glossier’s packaging design is characterized by its minimalist aesthetic and modern simplicity. The brand embraces clean lines, pastel hues, and a soft color palette that exudes a sense of effortless beauty.
Glossier’s packaging often features sleek, compact designs that are travel-friendly and easy to use. The brand’s logo and typography are elegantly integrated, creating a cohesive and recognizable look. Glossier’s attention to detail extends to the unboxing experience, with thoughtful touches such as protective seals and custom-designed stickers.
The overall effect is a packaging design that aligns perfectly with Glossier’s ethos of natural beauty and authenticity.
Source: trendhunter.com
KitKat’s packaging design is instantly recognizable and showcs its unique features. The iconic KitKat logo, combined with the distinct red and white color scheme, immediately captures attention on store shelves.
The packaging design cleverly mimics the sound of breaking a KitKat bar, with individual snap-off sections clearly depicted. This innovative design element not only enhances the visual appeal but also adds functionality to the packaging.
The stackable shape of KitKat’s packaging is distinctive and stands out among other candy bars. KitKat’s packaging design is a testament to the brand’s playfulness, simplicity, and focus on creating an enjoyable snacking experience for consumers.
Source: cretiveblog.com
Harry’s packaging design stands out for its sleek and sophisticated approach. The brand’s commitment to simplicity and quality is reflected in their packaging. Harry’s shaving products feature clean lines, minimalist designs, and a refined color palette that exudes a sense of modernity.
The packaging is designed to be practical, with thoughtful details such as magnetic closures and precisely fitted compartments that keep the products secure. The use of high-quality materials adds a touch of luxury to the overall experience.
Harry’s packaging design embodies the brand’s dedication to delivering a premium shaving experience, making it a standout in the grooming industry.
Source: youtube.com
Method’s packaging design is recognized for its combination of eco-friendliness and visual appeal. The brand’s commitment to sustainability is evident in their choice of materials, often utilizing recycled plastics and other environmentally friendly options.
Method’s packaging features vibrant and eye-catching colors, playful graphics, and clean typography that convey a sense of joy and positivity. The ergonomic design of the bottles and pumps ensures ease of use and minimizes waste.
The unique shape and tactile elements of the packaging make it stand out on store shelves while making sure that the brand stays true to its mission of creating products that are both effective and eco-conscious.
Method’s packaging design is a perfect harmony of style, sustainability, and functionality.
Source: thedieline.com
Absolut Vodka’s packaging design is renowned for its distinctiveness and artistic collaborations. The iconic bottle shape, inspired by an old Swedish medicine bottle, immediately sets Absolut apart.
But, what truly makes their packaging unique is their commitment to collaborations with renowned artists. Absolut regularly features limited edition bottles with artistic designs, transforming their packaging into collectible works of art.
From vibrant and abstract patterns to intricate illustrations, these collaborations add an element of creativity and exclusivity to the brand. Absolut’s packaging design embodies their innovative spirit and dedication to pushing boundaries, making it a standout in the world of vodka.
Source: theabsolutevodka.com
The brand is also known for its clever and funny commercials – one even made the cut in our roundup of the best video ads!
Hershey’s Kisses packaging design is instantly recognizable and has a charming uniqueness. The small, plume-shaped foil wrappers that encase each Kiss evoke a sense of anticipation and delight.
The iconic silver foil with the signature Hershey’s logo and the little paper tag at the top create a whimsical and nostalgic appeal.
The distinctive shape and packaging design of Hershey’s Kisses have become synonymous with the brand, making it easily distinguishable and evoking a sense of joy and indulgence in chocolate lovers worldwide.
Source: hersheysland.com
Starbucks’ packaging design is known for its distinctive and recognizable brand identity. The giant’s coffee packaging often features a minimalist design with a clean and iconic logo prominently displayed.
The use of the iconic green color, inspired by the original Starbucks logo, further reinforces brand recognition. Starbucks’ packaging is practical and functional, with cups and sleeves designed for easy handling and on-the-go convenience.
Plus, the brand’s commitment to custom packaging is evident in the option for baristas to write customers’ names on the cups, adding a personalized touch.
Starbucks’ packaging design effectively captures the essence of the brand, evoking a sense of familiarity, quality, and the comforting experience of enjoying their beverages.
Source: packagingeurope.com
Nintendo Switch’s packaging design is notable for its simplicity and practicality. The box features a clean and minimalist design with the Nintendo Switch logo prominently displayed.
The packaging is designed to showcase the product and its accessories effectively, with a clear view of the console and detachable Joy-Con controllers. The design also emphasizes the versatility of the console, highlighting its ability to be played both in handheld and docked modes.
Nintendo Switch’s packaging design is straightforward yet impactful, reflecting the brand’s focus on fun, innovation, and user-friendly gaming.
Source: gamedeveloper.com
Nivea’s packaging design is characterized by its clean and understated elegance. The brand’s commitment to purity and trust is reflected in their simple and timeless packaging. Nivea products often come in white or blue containers, conveying a sense of purity and freshness.
The packaging features minimalistic designs with the Nivea logo prominently displayed, creating a cohesive and recognizable look across their product range. The focus on functionality is evident in the practical design of their bottles and tubs, making it easy to dispense and use the products.
Nivea’s packaging design embodies their commitment to delivering high-quality skincare products that are reliable, gentle, and accessible to all.
Source: packagingsouthasia.com
Ikea’s packaging design is renowned for its efficiency and practicality. The brand’s flat-pack furniture shipping boxes revolutionized the industry by optimizing space and reducing transportation costs. Ikea’s packaging is designed to be compact, allowing customers to easily transport and assemble their furniture at home.
The unique packaging boxes feature clear labeling and instructions, making the assembly process straightforward and accessible. Additionally, Ikea’s packaging often incorporates minimalistic and modern designs that align with their Scandinavian aesthetic.
The brand’s commitment to sustainability is also evident in their use of recycled materials and efforts to minimize waste. Ikea’s packaging design exemplifies their mission to provide affordable, functional, and stylish furniture solutions to a global audience.
Source: stocholmdesignshop.com
Amazon’s packaging design is characterized by its focus on convenience, efficiency, and customer satisfaction. The company’s frustration-free packaging aims to simplify the unboxing experience for customers, minimizing excess materials and reducing waste.
Amazon’s mailer boxes are designed with practicality in mind, with easy-open features and intuitive packaging layouts. The use of standardized box sizes and robust packaging materials guarantee the safe delivery of products and a standardized packaging management process.
Plus, Amazon’s commitment to sustainability is evident in their efforts to use recyclable materials and reduce packaging waste. The distinctive smile logo and branding elements on their packaging create a sense of trust and familiarity.
Amazon’s packaging design prioritizes a seamless and delightful experience for customers while using cost effective packaging methods which helps them reinforce their position as a leading e-commerce retailer.
Source: aboutamazon.com
Pringles’ packaging design is instantly recognizable and distinctive. The brand’s iconic cylindrical tube shape custom boxes set it apart from traditional chip bags. The packaging showcases vibrant and eye-catching graphics that reflect the variety of flavors available.
Pringles’ product packages aren’t just visually appealing but also practical, as the unique shape prevents the chips from breaking during transportation. The resealable plastic lid helps maintain the freshness of the chips, allowing for convenient snacking on-the-go.
The stackable nature of Pringles’ packaging makes it easy to store and share. Pringles’ packaging design combines functionality with a unique and recognizable aesthetic, making it a standout in the world of snack foods.
Source: packagingnews.com
Aesop’s packaging design is distinguished by its minimalist elegance and commitment to high-quality materials. The brand’s skincare products often come in apothecary-style amber glass bottles, exuding a sense of luxury and authenticity.
Aesop’s packaging design focuses on simplicity, with clean typography and minimal branding that allows the product to take center stage. The tactile experience of handling the sturdy glass bottles enhances the overall sensory experience.
Aesop also incorporates thoughtful details like pump dispensers and droppers for precise application. The brand’s packaging design successfully combines form and function, reflecting Aesop’s ethos of creating skincare products that are both effective and aesthetically pleasing.
Moleskine’s packaging design is characterized by its timeless and sophisticated appeal. The brand’s notebooks often come in simple, yet elegant, packaging that reflects the brand’s heritage and commitment to craftsmanship.
Moleskine’s packaging features a minimalistic design, with a distinctive black cardboard sleeve or a wrap that protects the notebook inside. The use of high-quality materials and attention to detail create a sense of luxury and durability.
The unboxing experience is enhanced by the smooth texture of the packaging and the iconic elastic band closure. Moleskine’s packaging design exemplifies the brand’s dedication to creating refined and functional stationery that appeals to creatives and professionals alike.
Source: aesop.com
GoPro’s packaging design is characterized by its durability, practicality, and focus on the adventure experience. The brand’s packaging is designed to protect its action cameras and accessories during travel and outdoor activities.
GoPro’s packaging often includes sturdy and waterproof cases that safeguard the products from impact, water, and dust. The packaging design features clear compartments and custom-cut foam inserts to secure the contents and ensure easy organization.
Additionally, GoPro’s packaging showcases vibrant graphics and action-packed imagery that evokes a sense of excitement and inspires adventure. GoPro’s packaging design reflects their commitment to delivering rugged and reliable products that capture unforgettable moments in the most challenging environments.
Source: gopro.com
What is product packaging?Product packaging refers to the process and materials used to enclose, protect, and present a product. It involves designing and creating containers, boxes, or other forms of packaging that hold and safeguard the product during storage, transportation, and sale.
Packaging serves multiple functions, including protecting the product from damage, providing information to consumers, promoting the brand, and facilitating convenient handling and use.
It encompasses both the physical materials and the design elements, such as graphics, labeling, and branding, that are incorporated to create an appealing and functional package for a product.
Six functions of product packaging designNo matter for what type of product you’re creating a packaging design, you always have these six functions of product packaging in mind:
Whether you’re a professional designer or a business owner who wants to easily streamline their packaging design process, the simplest way to get your design from start to finish is with the help of a packaging design software like Filestage.
Filestage allows you to upload your designs in a few clicks and receive in-context feedback from all your important stakeholders in one place. This way you can avoid consolidating messy feedback from various sources and make sure that the final and best version of your design gets sent out to the print.
Try Filestage for free and see it for yourself!