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5 Reasons Why Your Packaging Is More Important Than Your Products



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There’s much more that goes into packaging than you think. The appearance and feel can influence the buyer’s experience a lot from shelf visibility to the design and label and opening it at home. 

Packages are more than just a box or a bag. It’s the storefront of your brand and the driving force of buying behavior. Here are five reasons why packaging is more important than the product in it. 

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Customers See the Packaging Before the Product

Whether you realize it or not, how you package and present your product is a part of your overall marketing strategy. As soon as shoppers step into a store, you and other brands are competing for shelf visibility and brand recognition. 

First impressions are important because they’re everlasting and help customers form an immediate decision. Whatever the packaging portrays (i.e. boring, cheap, or flimsy), those qualities will automatically be attributed to the product it holds. 

Let your package do the talking. Use it as leverage over your competition by making it an interesting talking point. After all, your packaging is the deciding factor in whether your product is purchased. 


Provides Protection During Shipping and Storage

As a standard, packages serve to protect the product from the manufacturing facility to the retail shelf. To ensure products remain intact, your packaging must be durable and secure. 

It would be best if you also use seals and locks. It prevents tampering and ensures the safety and integrity of the product. 

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Unboxing Is an Experience on Its Own

A lot of custom packaging made by Deepking Labels and other companies focuses on how it would look when you open it. Hauls and unboxing videos are so popular because customers are drawn to the anticipation and satisfaction of opening packages. 

Keep in mind that unboxing is part of your brand and product presentation. Packages that are difficult to open can communicate how sturdy and well kept the product is, but on the other hand, it’s not ideal for people who need assistance. If you use ribbons or other soft materials, it conveys a sense of fineness and fragility.

Brand Recognition

Brand recognition or brand awareness is the customer’s ability to identify a specific brand over others. Certain colors, shapes, and other attributes can conjure familiarity with popular logos such as Apple, Coca Cola, and Walmart.


The same applies to packages. It has to be attractive, but it should also be easy to identify from a crowd or a distance. Don’t be afraid to do something different. While a polished and professional look is the little black dress of the marketing world, use a little imagination to make your brand, packaging, and product memorable. 

Sustainability and Reusability

Research by Trivium Packaging shows that nearly three-fourths of customers will pay more for sustainable packaging. That’s because buyers are making more conscientious choices on where their money goes. 

Sustainable packaging doesn’t have to be limited to biodegradable or recyclable materials. Your packaging can be anything from refillable, reusable, or serve more than one function. Not only does the format, design, and materials showcase what your product is about, but it also exposes your stance on environmental concerns. 

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Final Thoughts

As a company, you enhance your brand presence and marketing strategy when you invest in smart, high-quality packaging suitable for your product. Keep in mind that your packaging has to be easy to transport, durable, and make a great impression from the warehouse to the shelves of your local retailers.


Derek Lotts is a Sydney based writer and researcher, a regular contributor at Smooth Decorator blog. He writes about décor, gardening, recycling, ecology and business. He thinks all of these topics fall under the self-improvement category. He believes in the power of sharing ideas and communicating via the internet to achieve betterment.

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