Product packages used to be a way to get your product safely from point A to point B, whether it’s the store or your buyer’s front door. But in today’s e-commerce dominated market, a product package is so much more. It’s a place where you can express your creativity, your client’s only contact with your brand and a potential viral marketing hook. It can be all that if you put some effort into designing it.

Do you want your product to be included in as many unboxing videos on YouTube and stories on Instagram? If so, you have to know what your audience is looking for and find the best, most affordable way to deliver it.

Fortunately, luxurious and creative packages aren’t exclusive to big brands anymore. With companies like the Box Co-Op, custom packages are available to anyone, no matter if you run a small business commerce or sell your handmade products on Etsy.

In this article, we’ll guide you through the process of creating a unique product package, from choosing the materials to inspiration and budgeting.

Rethink Your Brand

If your brand is already developed and your logo familiar to your huge following across all the social networks, feel free to skip this step.

However, if your brand identity is still undefined and your logo is written in Times New Roman, you still have some work to do before you start thinking about your product packaging.

First of all, you need a unique, recognizable brand logo and a color scheme you’ll use on your website, your social media and yes, your package.

Make sure to define your brand before investing in product packaging or you’ll end up having to redesign everything and seriously damage your budget.

Get to Know Your Customers

Now that you’ve developed a strong brand identity, you have to see how to transfer that to your product package. This will largely be determined by your target market and the customers you want to attract.

So for example, someone ordering from Amazon expects a bland product package with a discernable logo that’s able to protect whatever they ordered. But for customers buying monthly subscription boxes, the package has to be as attractive as the products it contains.

How does this apply to you?

Well, if you’re selling handmade products, make sure to get that across with your package. Add a handwritten thank you note or a discount coupon to add to the personalized feel of the package.

Consider How Practical the Package Is

Now that you’ve got a recognizable brand identity and know how to translate it to your package, it’s time to think about the practical aspects of the package. Underneath all the colors and logos, the package still has to protect the products. Here are some of the aspects you need to consider:

Durability

Even the most wonderfully designed package won’t leave much of an impact if it arrives all worn out and damaged. Make sure to consider the type of protection your products needs when choosing the shape and materials for the package.

Function

If your product spoils easily, the package needs an airtight design. If you want to showcase your product, you need a transparent foil on the top of the package. Consider elements like these depending on your product.

Budgeting Your Packages

If you want a professionally designed package you have to think about budgeting as well. Consider the ROI to determine your budget for the package. A lot of companies offer bulk discounts for custom packages.

If you’re just starting out and don’t have a budget big enough for custom packages right away, you could order standard packaging boxes, envelopes, and other packages and then add custom labels or personalized stamps to make them stand out and give them your brand’s unique touch.

Get Shipping

Now that you’re ready to go and created a package that fits your brand, you have everything to give your customers a unique shopping experience. Include a link to a survey so your customers can share what they like and don’t like about your package so you can improve the design next time.