15 reasons custom packaging is important for your brand

Author: Ingrid

Mar. 07, 2024



Tags: Security & Protection


Custom print packaging (or branded packaging) is packaging tailored to your personal or business needs.

The custom packaging process can include modifying a package’s shape, size, style, colours, material, and other specifications. Products often used for custom packaging include single coffee paper cups, food boxes, paper carrier bags, and more.

Custom packaging often costs more than plain packaging, and this is due to the printing process and additional work involved. But businesses who choose to use custom packaging can reap from the many benefits it has to offer.

Here are 15 reasons custom print packaging is important for your brand.

  1. A first impression

First impressions count. Packaging, among many other factors such as quality and service, can help you leave a positive impression amongst visitors and customers alike.

  1. Advertise your business

Custom packaging is a marketing tool for your brand. It can reach a vast amount of people and in a short space of time. With the popularity of social media, the limits are endless.

  1. Customers advertise your business

Envision a paper bag featuring your logo being taken away by a customer outside your premises. The customer will be advertising your brand and potentially attract new customers.

  1. Increase brand value

Custom packaging can add value to your brand. This is because customers are likely to take your product or service more seriously if they can differentiate your product from other products.

  1. Offer an experience

Offering a memorable experience is important in any business. Apart from the packaging design which can help boost the customer experience, additional extras such as ribbons and thank you cards included inside/alongside the packaging can set you apart from your competitors.

  1. Boost customer engagement

An unboxing experience can be made into a memorable interaction. Customers can also share your product and services on social media platforms. This will help advertise your brand, especially if you ask them to use hashtags and tag your accounts.

  1. Stand out from competition

Your packaging design, unique to you and branded to your requirements, can help you stand out from your competition. A customer would be likely to remember you, compared to another business using plain packaging.

  1. Give your social media a boost

Social media platforms such as Instagram and TikTok are highly dependent on visual content. Professional photos featuring your logo on your packaging can prove highly beneficial when advertising your products or services. You can also get the competitive edge by using influencers to promote your brands to their followers.

  1. Ensures a perfect fit for your product

Food, and products that need to be secure whilst being handled, often require custom packaging tailored to specifications, such as size and material.

  1. Better protection for your product

Protecting your product from rough handling and poor weather conditions will help prevent customer complaints and continue to provide a positive experience. Be sure to choose the right material for your packaging.

  1. Useful for subscription services

Loyalty should be rewarded. Going the extra mile by sending products in custom printed packaging will make any delivery more special and create a memorable customer experience. If the packaging is great, then people are also more likely to share pictures.

  1. Can be updated along with themes

Packaging designs can be updated around themes and holidays such as Christmas, Valentines, and Halloween. With some planning, you can stock on the packaging you need and order more with some new designs when the time is right.

  1. Choice of custom finishes

Custom packaging provides a great deal of design flexibility. As well as design, you can often choose between a wide range of finishes such as gloss, matt, UV gloss, foil, embossing, and much more.

  1. Raise awareness of brand values

Packaging represents your business, so it is crucial to send the right messages. For example, if being conscious of the environment is core to your brand, then eco-friendly biodegradable packaging will help show this.

  1. Save costs

Although custom packaging can cost more, buying in bulk can reduce costs significantly. If you have storage capacity, you could look to buying a large volume of cases and avoid wasting time and money in the future for repeat orders. Many packaging suppliers also offer free delivery on pallet orders.

Tips to consider when choosing your designs

  • Colours – What colours will you choose? Will they stand-out? Will you look different to your competitors?
  • Logos – What logo will you include? Will you need to have a contrasting colour logo against the background so it can be identified easily?
  • Material – If you’re conscious of the environment, will you look at environmentally-friendly packaging? Will your packaging need to be more durable for the contents?
  • Sizes – Do you need a custom size to fit your product?

Think back to the time where you met your current partner’s (or a former partner’s) parents. 

Chances are good that you put a lot of effort into the way you presented yourself. It’s important to make a good first impression, and the way we look or dress often has a great impact on how that first impression is formed. 

Here’s the thing: First impressions may seem trivial and insignificant, but they last. It takes less than 15 seconds for a person to form an opinion about a person they’ve just met, and as little as 3 seconds to form an opinion of a product. 

Now consider your customer as the parent and your product as yourself – and you’re trying to leave a good first impression. 

Are you going to deliver your product to your customer in a beautifully designed custom package that speaks to the unique style of your brand… or in a plain, cardboard box?

If you want to make a great first impression with your customers, you can’t neglect the packaging. In this Insight, we’ll be focusing on customized product packaging and how it plays a key role in establishing a memorable, consistent brand experience.

Here’s what we’ll be covering:

  • The role custom packaging plays in creating a quality customer experience
  • Where to start with packaging design
  • How product packaging can impact conversions on-site

Product and custom packaging 101

Every sustainable business is built off of repeat customers. 

“Customer retention is the only profitable way for ecommerce brands to grow because repeat sales mean making money repeatedly on a one-time acquisition cost paid”, Says Dimira Teneva, Head of Content at the ecommerce growth platform, Metrilo. 

And your product packaging is a great place to start telling your customer that they should buy from you again. You can do that by bringing your unique selling proposition onto your packaging. 

Oftentimes the packaging for your product is the first touchpoint that customers have with your brand outside of your website. The packaging sets the stage for your customer’s experience, while also reaffirming the reasons why they chose to purchase from you in the first place.

If you’ve put plenty of time and resources into creating a stunning and frictionless user experience on your website, but then deliver your product in a plain, unbranded box, what does that say about your brand? Not delivering a consistent experience throughout the entire customer journey is a surefire way to disappoint your customers. 

Nice website, but poorly presented product? While deceitful isn’t the right word, you can be sure that your customer will be left feeling extremely underwhelmed. 

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Strengthen your branding with custom packaging

Nothing says “great value for the money” like giving your customers a little more than what they’re expecting. 

And no, that doesn’t mean throwing in movie tickets or an Amazon voucher. It simply means showing your customer that you’ve gone the extra mile to give them more than they bargained for. 

That may be as simple as a little thank you note or wrapping your product in some custom branded tissue paper. Quality product packaging can also be a selling point that you list in your product descriptions (more on that later).

German-based apparel brand, Malimo, is a great example of how you can level up your packaging without having to put in too much effort. Every one of their packages includes a handful of unique items: a handwritten thank-you note, a card explaining their commitment to sustainability, and a sticker. It’s simple, but it goes the extra mile in delivering a personalized experience to the customer.

The power of unboxing

Everyone’s familiar with the excitement of coming home to see a package waiting for them on their front porch. Even if you know what you’re getting, there’s still an excitement when it comes to the reveal, if time and care have been taken to make the reveal part of what you already liked about the brand. Unboxing builds on our desire and enjoyment around the unknown.

The personal touches of an unforgettable unboxing experience can provide a great customer experience and grow repeat conversions. Providing your customers with a unique unboxing experience lets them know that not only do you care how the product is delivered but that you go the extra mile to ensure they receive the best possible experience from end-to-end. 

How to create quality packaging

Right, so you’re now convinced that good design and quality packaging can make a difference in how your customers perceive your brand. Here’s what you’ll need to know to actually get started designing packaging that satisfies your customers expectations. 

Make it serve a purpose (form follows function)

First and foremost, your packaging is there to keep the product safe and secure. In the world of packaging, form always follows function. 

Yope is a great example of a company using product packaging that: 1) is functional 2) protects the product, and 3) aligns with the aesthetic style of the brand. It’s completely ok to get carried away with intricate, stylized packaging (in fact, we encourage it), just as long as it satisfies its first job of protecting the product. 

In a retail store, this would stand out and draw attention. Sold online, it keeps multiple products together to make shipping easier. There’s not much point to using packaging that looks pretty if it doesn’t protect your product from damage in the shipping process. 

Brand your custom packaging

Once you’ve picked the proper type of packaging for your product, it’s time to start getting branding involved. 

Chances are good that you’ve invested a solid amount of time into creating your branding style guide: logo, colors, shapes, textures, messaging, etc. If you want your packaging to leave a memorable impression on customers, make sure it aligns with the branding guidelines you outlined in your style guide. This helps create a feeling of consistency, from the online space into the physical realm. 

Also, don’t forget to follow packaging legal requirements in the markets you’re selling to. Different countries have different regulations around how you’re legally allowed to ship products, so make sure you’re in compliance with regional laws before moving forward with any custom packaging. 

Brand image

To really get the most of your packaging design, the material and texture of your packaging need to work with your logo and branding. 

If people know the shape of your logo (Apple, for example), you can hot stamp or emboss your logo, as the shape is easily recognized. Alternatively, if colors are most important to you (like Google), then you’ll need a canvas that complements these colors. 

Moon Sling opted for packaging design that amplifies the uniqueness of their brand. They ship their products in recyclable corrugated cardboard (which aligns with their commitment to sustainability and ethical business practices) and have a simple cutout of their logo so that customers get a glimpse of the high-quality linen fabric before they even open the package. 

If your product is swimming in opulence, then a rigid cardboard box with a subtle black texture is going to compliment your brand experience.

BMW created a sleek custom-designed press kit to help promote the launch of their latest automobile release. 

As with most creative mediums, packaging design is only limited by your imagination. Materials, shapes, textures – if you can dream it, chances are there’s a way to pull it off (within the limits of shipping regulations that is).

Custom packaging for resellers

Many online retailers sell products from dozens of different brands. For example, the online clothing retailer, ASOS, has hundreds of different brands that they carry and distribute, so how do they maintain a consistent brand experience through their packaging? 

Their solution was to create an eye-catching poly mailer bag. Now their brand is synonymous with the black and white bags their clothing ship in. Every time you see a bag with this pattern on it, you immediately know who it’s from without even needing to see the logo. 

How product packaging can impact conversions on-site

Great product packaging speaks directly to the quality standards of your brand. If you can provide your customers with an amazing overall buying experience, it’ll have a positive impact on your perceived brand value and your bottom-line. 

As a value-add for your products, consider mentioning custom packaging directly on product detail pages (PDP). If you ship everything in recyclable (or compostable) packaging, that should be called-out as a feature so visitors are fully aware of your company’s commitment to sustainable business practices. 

The brand Boxed Water is Better is a great example of how you can carefully highlight specialized packaging throughout the website experience. Notice how they draw attention to their “100% recyclable, refillable & BPA-free” packaging in the product description. This company is revered for their sustainable product packaging, and it’s likely contributed to their rapid growth in the bottled water market over the last several years.

If your business is investing the time and resources into creating a unique packaging experience, make sure you call attention to that throughout the purchase process. You may be surprised by the impact it can have on your website’s conversion rate. 

It’s time to get packing!

Regardless of what you sell, you’ve got competition. The smallest nuance can either convert a customer or send them to your competitor. 

Quality custom packaging, whether in-store or online, can be that little piece of added value that makes your customer think ‘wow, I got a lot more than I bargained for’. It ensures that your brand’s name, along with a quality product, will stay in their mind well after the transaction is complete. 

If you want to start using custom packaging for your brand, head over to Packhelp and use the online designer to drag-and-drop your branding onto your ideal packaging.

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About the Author

Phil Forbes

Phil is the Content Marketing, SEO & Content Specialist at Packhelp. When he’s not writing articles about fancy packaging, he can be found writing about Polish history and culture, hanging out with his dog or pretending to be a stormtrooper.

15 reasons custom packaging is important for your brand

Why Custom Packaging is Essential to Creating a Consistent Brand Experience


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