Ready for Delivery: 4 Serious Ways Your Product Packaging Impacts Your Customers


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As a product manufacturer, your main concern is constructing and selling a premium item. That item becomes an advertising beacon as consumers use it and describe their experiences with it. However, corporations need to go a step further with solid product packaging. These outside shells can significantly impact your brand in countless ways. With shipping a common practice for both retailers and consumers, understand how the packaging affects your brand and how to improve upon it.

Catchy Phrases Harness Attention

Whether your product is shipped in a cardboard container or specialized packaging, customize the wording on the exterior surfaces. This will make it easier for customers to recognize a quality product and will feel confident about their purchase. The shipping and product packaging become instant billboards for your brand. Add that catchy phrase to the side of any packaging, and you’ll grab people’s attention. Putting a smile on their faces as they receive a package will always make an impact for a long time to come.

Corporate Colors Still Sell

Don’t underestimate the power of corporate colors. Your product won’t always be the center of attention. It might be on a shelf that’s higher than eye level. Your packaging, however, can have the colors that are associated with the item. Out of the corner of you customer’s eye, they’ll spot these colors and be drawn to them. As they become more familiar with your products, they can feel assured that they’re using a reliable brand. Also, they will come to learn your name and logo and look for it, and thereby, recommend it to other potential customers. They pull the item down from the shelf, and a sale results from just color recognition.

Sound Construction Protects Products

Nothing frustrates customers more than a damaged product upon receipt. This is not how customers should be treated, and it’s up to the manufacturer to make sure this isn’t a problem. The stability of the packaging must be a consideration during the design process. Use plastic packaging around the product for both money savings and durability. Some companies, like E-Plas, know that if consumers drop the item, the packaging will protect the actual product from harm. Wrapping any products in delicate materials will only result in damaged goods that reflect poorly on the brand itself.

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Clarity and Simplicity are Hallmarks

Don’t confuse your customers with complicated packaging. Simplicity is the strategy for all packaging descriptions and designs. In essence, a product should be easy to identify from just a cursory glance at the packaging. Companies that add too much text or decorations to the packaging will only confuse passersby. You want to grab their attention and move onto a sale without any thinking effort.

It’s crucial to test your packaging out before it’s rolled out to the masses. Drop test the packaging, scrutinize the design and put yourself in the consumers’ shoes. Your brand’s reputation can hinge on one feature that’s embedded in the packaging. Attention to detail across the entire product presentation will keep your customers coming back for more.


  1. Hi Hannah, great article! I do some work for a company that creates and designs custom tin packaging and so articles like this are very encouraging for us! Often, the packaging is an after-thought. Businesses are only concerned with their product but they fail to do it justice with nice packaging! However, as you elude to in this article, bad packaging can destroy a good product 10 times out of 10!

  2. Good points. I frequently shop at Home Depot, where I have discovered that their retail model depends in large measure on product packaging. In order to be sold, products must clearly explain their purpose and use. The store simply can’t staff enough people to run around and answer customer questions, such as, “is this the right type of glue for . . .” or “how do I use this tool?” Not if they want to preserve their sometimes razor-thin profit margins. So package design becomes a major issue.

    Therein lies a big problem, because Home Depot and other self-service retailers have two major categories of customers: those who are buying a product for the first time, and those who are making repeat purchases. At Home Depot, I find myself in the former category many times. I must purchase an item, say waterproof caulk to use outdoors, that I last bought many years ago. I don’t remember how I selected back then, and I’m now confronted with a large array of new choices. Occasionally, I become frustrated when the packaging provides a weak explanation of the key questions I (or any other customer) has. In a few instances, there are no explanations at all!

    Did your research uncover any design principals to present information to customers in the ‘self-service’ environment?


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