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How Does Packaging Contribute to Product Identification?

Make your products stand out with packaging that inspires confidence — and that won’t cost you an arm and a leg.



You’re not supposed to judge a book by its cover…but that doesn’t mean consumers won’t judge your product by its packaging! In fact, 40% of online shoppers say that branded, high-quality packaging makes them more likely to purchase a product, nearly half of consumers develop long-term brand loyalty based on their first purchase. The stakes are especially high for small businesses operating with tight margins, so put your best foot forward by learning more about the ways packaging can make or break sales.  


Marrying Form to Function

First and foremost, packaging needs to protect your products. Sturdy boxes do a great job of securing items against the rough and tumble of modern shipping or the sometimes hectic process of bringing a purchase home from the store. That said, there’s no excuse for boring, blank boxes that don’t go the extra mile.

As a small business owner, you have the unique chance to control how shoppers see your business and engage with your products. Packaging should be an extension of your brand identity — down to color palette, font, and logo, every detail needs to broadcast your voice and convince consumers that your products will fulfill a tangible need in their lives.

Depending on your industry, you can even use packaging that does more than simply protect your product and advertise your business. Vendors in the food industry often employ packaging that doubles as plates or serving bowls, thus creating practical tools that make for fun (and Instagrammable) customer experiences.


Cost-Effective Marketing

Innovative packaging can generate buzz around your business, functioning as affordable advertising while simultaneously protecting your product. With some trademark twists, you can increase the likelihood that customers share their purchases on social media and boost your brand’s influence.

Custom product packaging is easier — and more affordable — to produce than you might think. Without breaking the bank, you can create custom labels and boxes that will raise your brand’s profile. The more resources you have to invest in custom packaging, the more inventive you can get!


Get Creative

Details matter. Customers consistently respond to personalized, creative packaging, so consider what you can do to make your products as enticing as possible.

For example, if your products are handmade, try going for a cute, homespun look for your packaging. Play around with different shapes, styles, and materials — no one says you need to use cardboard boxes, after all. Try using cylindrical tubes or fabric bags to house your product.

Your retail operation may be small, but that’s no reason not to think big. Look ahead, imagine what you want your brand to be known for in the future, and start building that identity with packaging that speaks to your unique value proposition.

One Comment

  1. Andrea Myers March 13, 2018

    I found it interesting when you said that customer consistently responds to personalized, creative packaging. My sister is planning to put up an online business, and see handmade bags. I’ll inform the benefits of customized packaging and advise to consider hiring a custom commercial packaging service.

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