The Importance of Packaging

Very often, companies still view the product packaging as an afterthought. So much time, money, and care go into the creation and perfection of their products, but if it’s not packaged properly, all those efforts will go to waste.

Packaging: Your packaging is the gold star of your marketing mix - it can dictate how well your strategy is working. Packaging is what shows off your product in the best light, displays the price and value of the product, communicates the product’s benefits to consumers, and it what physically appears in your various distribution points. Your product may be the very best on the market, but its packaging needs to be the main tool that represents this. It’s the first thing people see, and it has the ability to catch or divert their attention within seconds, points

Why Is Product Packaging Important?

Packaging is just packaging, right? After all, it’s the product that really matters. If you’re thinking this way as a business owner, you might be setting yourself up for failure. Product packaging plays a more important role in consumer decisions than you might think. A product’s packaging communicates many things, from what the product can do for your customers to your company’s values. Some would argue that the packaging is as important as the product itself because it’s a crucial marketing and communication tool for your business. Start thinking about your brand packaging and consider these four factors.

Why Is Product Packaging Important
Photo: Suit Pack Tailored

Packaging Differentiates Your Brand From Others

There are thousands of products on the market vying for your customers’ attention. According to The Paper Worker, one-third of a consumer’s decision making is based solely on product packaging. To succeed, your brand packaging has to stand out and look different from your competitors.

Product Packaging Is a Marketing Tool

Your product’s packaging can be a helpful marketing tool through in-store advertising. Branded products are easily recognized, so designing packaging with your logo front and center helps consumers remember your product next time they are shopping. Consider what your packaging is saying about your product and your brand. Is it good? Can it be better? It’s also wise to think about what messages your product’s packaging is conveying to shoppers and consumers.

Packaging Creates Brand Recognition

Take a moment to think about some of your favorite brands. They all have one thing in common: they are memorable. Over the decades, brands like Coke have made minor changes to their packaging and stayed true to their original look. Keep in mind that recognizable brands should not change a thing because many successful brands that changed their logo, colors or packaging have seen a sort of backlash from shoppers after making a big change, says

Create a Memorable and Shareable Unboxing Experience for Your Brand

What Is a Branded Packing Experience?

A branded packaging experience is a thoughtful selection of packaging and shipping materials as well as the deliberate presentation of your products. Its purpose is to provide additional value for your customer as well as your business through the ability to create a memorable and sharable experience.

In ecommerce versus physical retail, merchants have less touch points to impress and wow customers with so it’s important to utilize every touch point you do have to create a branded experience that sets you apart from competitors as well as one that creates a memorable experience for your customers.

Why Is a Branded Packaging Experience Important?

A big part of building a long-term, sustainable brand is bringing customer back time and time again. It's been covered many times before here on the Shopify blog and elsewhere, but it’s almost always less expensive to get a current customer to purchase again than it is to always find new customers.
In a recent survey from Dotcom Distribution they found that 52 percent of consumers are likely to make repeat purchases from an online merchant that delivers premium packaging.
In that same study, Dotcom also found that nearly 4 in 10 consumers would share an image of a delivery via social media if it came in a unique package.

"The value of premium packaging extends far beyond the customer experience into residual marketing effects. The experience goes beyond the online order to when the customer actually opens the beautifully wrapped package and shares that experience across social networks. That act of online and social recommendations drives loyalty from your customers and promotes brand awareness." - Maria Haggerty, CEO of Dotcom Distribution

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About the Author

Silvia Kabaivanova

As the founder of Be Global Fashion Network and several other fashion websites, Silvia has been working for more than 20 years covering fashion industry trends and news. With a passion for the fashion business, she focuses on sustainable fashion and innovations, custom fashion and print on demand services. Silvia is a Chairman of Bulgarian Fashion Association. You can reach her at

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