Why Packaging Matters More Than You Think

4 min read
Nehad Zein
Nehad Zein
Guest Writer

Published: October 27, 2020

In today’s increasingly digital world, your packaging is usually the first physical touchpoint with your customers. You rarely get the opportunity that bricks-and-mortar stores do to build a relationship with the client before they purchase. When your customer receives their order, they approach it with expectations set by your online store, marketing, and branding. Packaging can help you meet these expectations.

The process of unpacking something is an experience. And since you have few touchpoints to work with, the stakes are higher. A good experience enables your customer to walk away with a positive memory associated with your brand. The advantages here are several, ranging from excellent word of mouth marketing to assured repeat business.

The unpacking experience is commonly referred to as ‘unboxing’. Unboxing videos first appeared during the early 2000s and then snowballed. A recent Think with Google study revealed that 1 in 5 consumers watched an ‘unboxing’ video before making a purchase decision. A quick search for ‘unboxing’ on social media will take you to a world of glorious unpacking experiences documented by influencers, brands and ordinary consumers.

The old saying goes ‘Don’t judge a book by its cover’, but you know that first impressions do matter. If your unboxing hits all the right notes, you can bet it’ll generate a ton of free marketing. And this alone makes paying attention to the packaging more than worth it. Whether you’re distributing swag or paid products, you stand to gain a lot by ensuring that the packaging aligns with your brand and its values.

Here are a few tips to help you get started on creating a stellar unboxing experience.

1. Flaunt Your Brand

The box itself must communicate your brand through logos, colors, tailored copy or a design element unique to your brand (like square boxes for pizza brands). The branding should be prominently displayed, instantly grabbing attention. Treat your box like a blank canvas, then create art.

2. Choose the Right Elements

Your packaging should use materials and styles that convey your brand values and company culture. If you’re eco-friendly, that could mean using jute bags. You could opt for wooden boxes if you’re looking to give things a more luxurious touch. If you’re committed to reducing waste, you could shorten the inserts or go for sticker labels instead of pre-labelled packets. These things may seem small but trust us, your customers (and competitors) will take note.

3. Nail the Presentation

How you present the stuff inside matters as much as the art on the outside. Simply throwing in the products won’t exactly make for a great unboxing experience.

Do you need section separators? Can you use branded tissue paper to add some mystery or crinkle paper filling for some drama? Maybe you could add fun illustrations that reflect your brand voice on the inside walls. The possibilities are endless. Make it easy and delightful for people to discover what you’ve put into the package.

4. Make it Personal

Personalization is king. Imagine receiving a package with a handwritten note of appreciation with your next purchase. You’d be wowed. Personalization is so powerful simply because it shows that you went the extra mile. Everybody likes to feel special. Knowing that the brand you chose cares, is reassuring.

5. Don’t Forget the Fundamentals

Ensure that your packaging is strong enough to protect the contents while in transit. And don’t forget to add important documents such as invoices, courier slips or business cards. Lastly, make sure your products are functional and meet expectations. Great packaging works best when combined with a satisfying product experience.


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