How to Choose the Right Packaging for Your Products

Packaging can be so much more than just a container for your product. Yes, it must be functional and robust. Make it pretty to look at, absolutely. And, of course, keep the costs of design, manufacture, storage, and distribution within the budget. But if that's all you think about when you deal with your company's packaging, you are missing what is arguably the most important aspect of any boxing solution.

Whether you're a book publisher, a cosmetics manufacturer, an electronics retailer, or anything else, the right packaging can and should lift your product's appeal out of the average and into the elite echelons of branding and marketing excellence. You need to tick all the boxes, not just a couple, to really get the best return on your investment with a packaging solution that will boost your brand, drive sales, and generate advocacy and loyalty among your customers. But with so many options available, how do you choose the perfect packaging for your unique needs?

This guide, which is based on our deep knowledge acquired over decades of experience working with brands all over the world, is here to help. We'll walk you through the different types of packaging, materials, and considerations for transit, storage, and display. We'll also explore how you can tailor custom packaging solutions to be of outstanding quality while staying within your budget and meeting all the legal requirements for the zones in which you retail. To make it easier, we've included a step-by-step approach to guide you in making informed decisions for your business. Let's dive in.

Why packaging matters

First impressions count

Your packaging is often the first interaction a customer has with your product. That's true whether they see it in a physical store or a printed or online catalog, or catch an unboxing video on their social media. Whether it's a beautifully designed book box or a sleek magnetic case for luxury cosmetics, packaging can shape perceptions and influence purchasing decisions. Customers associate well-designed packaging with quality and trustworthiness.

Protection and safety

At its core, packaging must protect your product. The right packaging, tailored to your specific product, guarantees items arrive intact from your facility to store shelves or customer hands. Fragile products like glass cosmetics jars or electronic gadgets require robust packaging to prevent damage during transit and storage.

Compliance with regulations

In addition to aesthetics and functionality, packaging must meet industry and legal standards. Pharmaceuticals need clear labeling for safety, for example, while electronics packaging must comply with environmental standards, too. Neglecting these requirements can lead to fines or lost sales.

Reflecting brand identity

Packaging communicates who you are as a brand. Luxurious finishes like foil stamping or embossing can appeal to high-end customers, while eco-friendly materials may resonate with sustainability-conscious consumers. Your packaging tells your story before customers even open the box, right? Your packaging should actively target the best-match consumer of the product it contains.

Types of packaging and their uses

So, there are zillions of potential packaging solutions. Where do you even begin? Right here, with our logical, customer-specific approach.

Custom packaging solutions

Custom packaging offers a tailored approach to meet your product's needs. Options like die-cut boxes, custom inserts, or embossed finishes make your product stand out. Custom packaging also enhances protection by fitting your product's dimensions perfectly.

Packaging materials

• Paperboard and cardboard: Ideal for lightweight products like books and cosmetics.
• Corrugated materials: Best for heavy or fragile items requiring extra protection.
• Plastic and molded inserts: Excellent for organizing components, such as in electronics or pharmaceutical kits.
• Specialty materials: Luxury fabrics, metallic foils, or custom-engineered paper can elevate high-end goods like jewelry or wine.