A Beginner’s Guide: How to Create Custom Packaging

The packaging of your product is just as important as the product itself. And the good news is custom packaging doesn’t have to be complex.

In simple terms, custom packaging is tailor-made boxing , flexible pouches, and more for your product that perfectly aligns with your brand. 

Imagine ordering a set of wine glasses online from a brand you’ve never ordered from before. The doorbell rings and the mailman delivers the set. It’s packaged wonderfully and elegantly, just like the wine glasses displayed on the website. You’re impressed with the brand, even before you get to the product, and that’s precisely how custom packaging helps create a good first impression.

Let’s dig into the need for custom packaging, what to include, and how you can begin the creation process right away.

Why custom packaging for small businesses is the way forward

Your product packaging is often the first touchpoint consumers have with your brand—this can make or break the success of a small business. 

1. Full customization to fit your brand’s needs

Gone are the days when the only option to package your products was the standard brown cardboard box. 

Pura Vida, a Chicago-based company selling hand-made bracelets and jewelry, has different types of packaging for product and purpose fit.

 

 

 

 

 

 

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A post shared by Pura Vida® (@puravida)

Giveaway PR boxes  

2. Stand out against the competition

Custom packaging offers the perfect opportunity to build a unique presence and stand apart from the competition. By customizing your boxing, you can enhance the credibility of your brand and provide an enjoyable unboxing experience. Having attractive packaging and reflecting your brand story helps create a distinct position in the market, separating your product from the noise and allowing you to sell more.

3. Keep your brand consistent in-store and online 

The best part about custom packaging is you can maintain brand consistency between your online store and your brick-and-mortar shop. If you want to give your customers a memorable experience and build recall value, custom packaging is the key.

What should be included in custom packaging? 

To provide a unique unboxing experience and show your customers you’re going the extra mile to not just deliver the product but also an experience with the packaging—here’s what you need to consider:

1. The type of packaging you’ll use

There’s a wide range of customizations you can consider while deciding on this—material, colors, flexibility, safety, shape, size, space inside the packaging, etc. Your product and its specifications play a significant role in determining the type of packaging you should use. The functionality of your packaging impacts your unboxing experience just as much as the aesthetic of it.

2. Your branding 

While your packaging should be unique, it still needs to reflect your brand’s personality to maintain consistency. Here are some branding elements to consider when designing your product packaging:   

1. Colors
2. Graphics
3. Logo
4. Typography and fonts

Our customer, Glory Skincare, has a gorgeous graphic on their subscription box, which reflects their mission to create a space for women of every color within the beauty industry—a perfect representation of the brand story and values.  

 

 

 

 

 

 

 

 

 

 

 

 

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  A post shared by Glory Skincare (@gloryskincare_)

 

3. Extra materials 

Packaging is not just limited to the external look of your box; it also consists of the internal elements like bubble wrap, tissue paper, and branded tape. 

You can also include extra internal elements like handwritten notes, stickers, or a small user guide to add a personal touch and provide further value to their customers. 

HoopFlo, a brand that sells polypro hoops, sends cat stickers, HoopFlo logo stickers, a handwritten note by the founder and a manual about using these hoops.

 

 

 

 

 

 

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A post shared by Hoop Flo (@hoop.flo)

4. Promotional material 

Apart from the usual packaging elements, you can also include business cards or a small booklet of upcoming products or a QR code directing them to your website. It’s a good way to show customers how they can reach out to you and keep the customer interested in what’s next for your brand. 

How to create custom packaging 

Let’s walk through the custom packaging process you can follow:

1. Select your custom packaging style

Before you move on to the designing phase, you need to pick the custom packaging style for your product. To decide that, take your packaging needs into account by answering these questions:  

1. What channels will you be selling your products through?

2. What products are you packaging?
3. What values do you want to communicate?

After creating an outline on the type of packaging you want to create, it’s time to pick your boxing style. Here are three of the most common ones:

Mailer Boxes: These are solid, ready-to-ship boxes that can be directly sent through the mail without compromising quality. They’re sturdy and a perfect fit for subscription boxes, retail gift boxes and ecommerce packaging.  

 

 

 

 

 

 

 

 

 

 

 

 

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  A post shared by Kimmy Nguyen (@kimicoskookies)

 

Shipper Boxes: Best suited for heavy or larger items like electronics, these packaging boxes are strong and durable. They’re also the most economical option for shipping bulkier products but can be branded just the same to reach the customer in style.

Product Boxes: If your product is lightweight and you want to create luxurious packaging, product boxes should be your go-to. Product boxes act as primary product packaging and can be placed into a branded mailer or shipper to keep the unboxing experience going as your product goes through the mail.

 

 

 

 

 

 

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A post shared by Clean Your Dirty Face® (@cleanyourdirtyface)

While you’re selecting your custom packaging style, prioritize function over form. Sure, customizations allow you to be creative and quirky with your designs; however, it still needs to fit the purpose.

2. Choose the size of your packaging

Based on the product and internal elements you plan on adding to your packaging box, pick the box size.

Here are two options:

1. Custom

   : Considering your product, requirement and style specifications, build a tailor-made packaging size.

2. Common (or Stock): Choose the best option for your product and purpose from a list of different product-fit sizes.

The right packaging size determines what your design will look like in reality, so choose wisely.

3. Design your packaging

 

Once your packaging style and fit are decided, you can begin with the most exciting part of the process—designing. 

Custom packaging provides you with a huge canvas to let your imagination run wild and think outside the box (literally) to create an amazing unboxing experience.

Once your packaging style and fit are decided, you can begin with the most exciting part of the process—designing. 

Custom packaging provides you with a huge canvas to let your imagination run wild and think outside the box (literally) to create an amazing unboxing experience. 

Focus on what makes you different

Every brand has a different story, unique experiences and firm beliefs, which should reflect in your product packaging. If there’s one place you can go all-in and elevate your product’s impression, it’s here.

Customize your packaging to suit your brand’s needs

Part of why custom packaging is so popular with brands today is because of the flexibility it offers in customizations. Unlike ready-made boxes, you can create and design these based on your brand’s needs.

Top tip: don’t forget the inside of your packaging! 

The inside of your packaging is just as important as the outside.

Today, brands are going the extra mile to make their internal packaging not just safe during shipping but also visually appealing for the customer. 

Eshna Kutty, the founder of HoopFlo, says, 

“When we created the custom packaging for our hoops and included internal material like handwritten notes and cat and hoop stickers—we didn’t know it would touch so many souls. We’ve never had to run paid ads because the power of recommendation from happy customers goes way further.”

These inside-the-box packaging elements are inexpensive yet can act as a pivotal component in enhancing your product’s overall look and feel and make the customer feel even more special.

Make your custom packaging shine 

Packaging is not just the external covering of your product—it’s the true essence of your brand in the mail & online, the first customer touchpoint and also the basis of your relationship with them.

Get started with Packlane today, and create on-brand packaging your customers will love.

The joy of unboxing. 

Getting a package you’ve ordered through the mail is one of life’s simple pleasures. The rush of anticipation when you heave it onto the kitchen table. That snip as you cut the tape and squeak as you unroll the bubble wrap. 

That new-product smell, wafting through the air. 

And then you get to see what’s inside. A shiny new item, lovingly wrapped inside a protective cardboard construction, effortlessly gliding apart as you pull a tab. 

It’s enough to make you want to order again. This simple ritual can make a big difference for your customers, so it’s worth getting right. Good product packaging design is the way to make that happen.

This article will take you through the six basic steps to designing product packaging and show you how to make your designs more successful.

What is product packaging design?

Product packaging design is the creation of the outer containers that will house your products. It defines their look and feel, how they protect what's inside, and how pleasurable they are to open.

Why is product packaging design important?

If you’re running an ecommerce business, a customer’s first impression of your products is the moment when they open the packaging. It’s a major opportunity to give them a positive experience with your brand upfront.

Because your online business doesn’t have the opportunity to impress potential customers with store layouts or awesome associates, your package design is part of your brand.

In fact, according to an Ipsos poll, 66% of respondents stated that materials used to package a product often influenced the decision to purchase the product itself. This means that your product packaging design can significantly affect your bottom line.

The 6-step custom packaging design process

There are a few things to consider for good packaging design, from research to testing. Here’s how it can be done in six basic steps.

1. Define your product and customer

Your first step is to define the specifications of your product and who will most likely want to buy it. This means answering questions like:

• What size and shape is it? Take into consideration the dimensions and weight of your product. For example, if you’re selling curtain rods you’ll want to consider packaging that is conducive to long, thin objects. If you’re selling paperweights, you’ll need to consider stronger, more durable packaging options.
• What is it made out of? Are your products fragile? Do they have a shelf-life? If your products are made of thin glass, your packaging considerations must include ways to prevent your products from being broken in transit. And if you’re selling something with a shelf life, like consumables, you need to ensure preservation methods in your food packaging, like ice packs or sealed bags.
• Who is your target audience? Know who your customer is. For example, if you’re selling power tools to serious tradespeople, maybe a pink glittery cardboard box isn’t the best packaging option.

For Patrice Mousseau, Founder of Satya, a natural skincare brand, product packaging design starts with a conversation about her story and the things that are important to her. 

When working with a product packaging designer, she discusses with them, "what this product is all about and the values behind that."

"Usually they go away and they start to have a bit of an idea. Then they’ll give you say five or six options and then you can narrow it down to maybe your top one or top two." 

💡ACTION: Note down a detailed list of product and customer attributes to inform your decisions. 

2. Research the competition

The next step in designing your packaging solutions is to research your competition. See what’s already being used and figure out what might work best for your own products.

• Take a trip to a retail store that sells products similar to your own and look at how things are displayed. Take note of the colors, shapes, and materials used to package products like yours.
• Take a look at your favorite online retailers. Search for similar products and take note of the packaging that is being used. Read the customer reviews to see what people are saying about the packaging—it might be wise to look out for negative reviews to see where you can offer improvements.
• Search YouTube for unboxing videos, if they exist for your product type. They’ll give you a great idea of what people like about the opening process, and it might spark some creative ideas. 
• Search online for your product category + “packaging.” This will give you a good overview of the different approaches used. You can usually find good examples of different packaging ideas on sites like Pinterest and Etsy.

💡ACTION: See how others are packaging their products and note how you could do better.

3. Identify your product requirements

Now it’s time to figure out what sort of packaging requirements your item needs, both physically and legally. This is the important stuff you need to research before the fun design begins—getting it right can save you a lot of trouble. 

Here’s where you define what kind of packaging material you’ll need to safely stow your products, taking into account the dimensions and weight of them, as well as how far they’ll travel.

Legal regulations must also be met when packaging and shipping certain products. For example, the FDA has strict laws and regulations when packaging, labeling, and storing beauty and food products. Make sure you research which regulations are in place for the products you’re selling in your location.

💡ACTION: Research the legal responsibilities you have for packaging your product type, and the material requirements for making it happen.

4. Create your package concept

Once you understand all the technical aspects of your packaging needs, it’s time to start the packaging design process. This is where your product’s logistical and technical needs combine with your creativity and brand identity.

You can always sketch out your package mockups with pencil and paper. Still, you need diagrams and box measurements to be exact before sending them off to a packaging company to be manufactured.

It’s a good idea to invest in software that will help turn your design ideas into professional-grade reality, with high-quality artwork and typography ready to print.

If you’re computer-savvy, you can go straight to graphic design programs like Adobe Illustrator or Photoshop to map out packaging dielines and choose the design elements and fonts you want to use.

If you aren’t as confident and prefer dieline templates, you can always use custom packaging software with preloaded templates, like Pacdora.

During the design process, keep in mind the costs of each type of packaging you decide to use. Your costs will depend on:

• The type of materials you choose to use: Are you going to use plastic? Cardboard? Corrugated cardboard?
• The dimensions of your packaging: The more material you use, the more expensive it will be.
• The type of packaging you choose: Is a box with a separate lid? Is it a box with two compartments? Is it an aluminum cylinder? Is it a box with one closure tab or three?
• How big your logo/art will be: When manufacturing packaging, companies will charge by the size of the logo design you want to put on your packaging.
• Where you place your logo/art: Will you put it just on the front of the box? Maybe a little message on the inside of the lid? Or are you going to put it all around your packaging?

💡ACTION: Be creative and bold! This is where you get to add the “wow” factor that sparks joy with your customers. Your design needs to be both functional and eye-catching. You can also work with a professional packaging designer to create your finished package.

5. Pre-press and print your packaging

Pre-press is when you finalize the packaging artwork and the exact colors you want your printers to use for your packaging. It’s also where you ensure your specs meet your printer’s requirements, so if your print company says it needs all files to be sent to as .psd or .jpeg files, you’ll have to provide them in those formats.

If you can, request a test print to see how the color palette looks on your packaging in real life. Sometimes, a color on a computer screen can look very different when printed on different packaging materials.

💡ACTION: Get a test version in your hands to see how your customers will experience your packaging.

6. Test the package

Once you get your packaging materials back from the printer, it’s time to test them. Test everything: durability, functionality, and even aesthetics. 

Pack one of your products using your new package concept and materials and toss it around to simulate the delivery process. Be brutal—transit can be pretty physically demanding on items. 

This means you can spot any potential issues during the test phase and make appropriate adjustments. 

If you find that your merchandise is getting damaged, go back to the drawing board and adjust your materials so you avoid future bad reviews.

After you’ve tested the durability of your packaging, it’s time to test how easy it is to get it open. If your customers need a sledgehammer and a blowtorch to open one of your packages, they’re not going to buy much from you again. In fact, try to get a friend or family member to simulate an unboxing video to see what parts of the packaging they like or have difficulty with. 

Lastly, get opinions on your packaging design from others. You can ask friends and family, or even use polls on social media. 

Instead of just asking people whether they like it or not, ask specific questions like, “Based on the design, what kind of product do you think is in this box?” and “If you saw this in your mailbox, would it make you smile?” The more information you can get, the better.

💡ACTION: Get as much intel as you can on your packaging’s performance before committing to a final design. 

Product packaging design tips 

1. Keep it simple. When it comes to product packaging design, less is almost always more. You want your packaging to be eye-catching and easy to understand, without being overly busy or complicated. Use clean lines and minimal graphics, and ensure your packaging clearly states what the product is and what it does. 
2. Make it easy to open. Your packaging should be easy to open and use, without requiring special tools or effort. No one wants to struggle to open a fancy custom box or end up with damaged goods because it was too difficult to open. Keep this in mind when you’re designing your packaging, and make sure your target customer can open it easily. 
3. Use high-quality materials. Regarding the perfect packaging, the materials you use are just as important as the design. You want your packaging made from high-quality materials that protect your product and make it easy to transport. Make sure to use durable materials that can withstand wear and tear and won’t degrade over time. 
4. Consider the environment. More and more consumers are looking for eco-friendly, sustainable retail packaging, so it’s important to consider the environment when designing your product packaging. Use recyclable materials whenever possible, and avoid using excessive packaging that will end up in the landfill. 
5. Test your packaging. Before you launch your product, it’s important to test your packaging to ensure it’s up to the task. Make sure your custom boxes can withstand shipping and handling, and that it protects your product from damage. 

By following these simple tips, you can create eye-catching and functional packaging. Keep these tips in mind when designing your next product, and you’ll be sure to create packaging that your customers will love.

Read More: 6 Amazing Unboxing Experiences and Ideas to Try

Design your product packaging today 

You’ve got a great product and a brand ready to get out there. The packaging you decide to use will be the physical representation of your online business. It’s important to consider both the logistical as well as the aesthetic components of your packaging design.

Though it can seem like a daunting task, just follow the basic steps outlined above and you’ll craft something great. If you’re working in-house, you can always ask for external help from design agencies or freelancers. Just be ready to make adjustments to your packaging as you find better options and suppliers, and as your products evolve.

Product packaging design FAQ

What are the 7 types of packaging?

• Paperboard boxes

• Corrugated boxes

• Printed plastic boxes

• Rigid boxes

• Chipboard packaging boxes

• Poly bags

• Foil-sealed bags

What is packaging design for?

Packaging design is a functional way to hold, transport, and store your products. Ideally, it should also appeal to your customers and speak to your brand.

How do you do product packaging?

1. Identify who your customer is.
2. Research the competition. 
3. Identify your product requirements.
4. Create your package concept.
5. Pre-press and print your package.
6. Test the package.