To some, packaging may seem unexciting, and sometimes it truly is. However, all packaging enhances customer experience (or at least it should). For everyday goods and groceries, pretty packages may not matter as much to the customer as long as they are satisfied with the product. However, the packaging, design, and material makeup can be a game-changer for some products.

Whether your team wants to attract customers with aesthetics or simply protect your product, packaging is fundamental to customer experience. The following are the number of ways that your product’s packaging may enhance the overall customer experience:

Increased Excitement

For some consumers, opening their long-awaited purchase is like opening a gift. The box design and interior packing materials make the product feel like an experience. Brands like Apple are known for sleek box designs that work to unveil new electronic products. They’re so nice that people even struggle to throw them away. Opening packages is so satisfying that content creators have dedicated entire videos to product unboxing and first impressions. 

Many brands partner with packaging experts to create a unique experience that will leave customers raving. For companies interested in creating memorable unboxing experiences, knowing how to find a manufacturer to bring these ideas to life is key. 

Around the holidays, advent calendars are often sold with creative packaging as part of the countdown. Shoppers love opening up boxes to see what surprises are in store for the 25 days of Christmas. Mystery products do just as well to stir up excitement for purchasers as ambiguous packaging hides the final product. These elements raise excitement for the products and bring an appreciation for any brand’s packaging design. 

Storage

While boxes are often disposed of, plenty of items need their packaging for long-term use. In certain cases, packaging helps protect the product from damage while not in use. For instance, if a DVD or gaming disc gets scratched, the media may not load properly. This has motivated people to keep the cases to help protect their items for future use. Businesses have also encouraged collectors in this area by selling special box sets and special edition packaging.

Keeping the box is also helpful for transportation and organization. Without the box, board game pieces would be difficult to manage and easy to lose. Packaging may be saved for serving dishes to ensure no dishes break during moving and storage. Eggs are almost impossible to keep without having the specialized carton it came in. Egg cartons protect eggs from cracking during shipping and refrigerator storage. All of these box types, regardless of their lifecycle, help ensure to the customer that after storage and transport, their products will still be intact. 

Customer Safety

In many instances, packaging is critical for customer safety and health. Creating a product with durable packaging will ensure product preservation and protection from bacteria. Since the 1980s, product tampering has been a concern and has since become an industry standard for tightly sealing medical and edible products. When a seal is broken, it serves as a warning sign to the buyer. This safety measure allows buyers to feel more confident when consuming mass-produced products.

It’s also important for products that may be harmful upon contact, like cleaning chemicals. Chemicals like Lyme and bug killers are useful for housekeeping but can be dangerous if used improperly. Selling the product in a container easily kept tight and closed is ideal for preventing spillage. While these aren’t the most glamorous aspects of packaging, they are necessary in protecting consumers from harm.

Convenience and Usage

In many cases, it’s impossible to use a product without the packaging it came in. When the product is something you use daily, like beauty or hygienic items, the packaging will influence its usage. For example, applicators within makeup items are often a part of the product packaging and can make or break the experience. If a pump doesn’t work or the container leaks, the customer may not get optimum use of the product, which may become inconvenient. 

Drinkware is an item that will affect the product experience without affecting the quality of the beverage. While someone may enjoy drinking out of a can, it may be a less practical experience if you’re moving around with it or take a long time to finish. Many people opt for plastic bottles instead of cans because they can close and store their drinks after opening, improving convenience. If a customer is continuously unhappy with how a product is packaged, they may not choose to be loyal to the brand, regardless of how good the product is. The right packaging, however, will keep someone coming back.

Shipping

Strong packaging is also essential for businesses that ship to customers. While items may be marked as “fragile,” there’s no promise that your item will make it in one piece. Electronics and paper are easily harmed by weather conditions, too. Of course, receiving a broken item will make for an unhappy customer from the start. If your product is fragile or shouldn’t be exposed to the elements, it’s best to be strategic in the packaging. Many businesses will put the product packaging within a separate shipping box to prevent tampering and improve item protection.

Over the years, businesses have become more clever in how they motivate people to make an online purchase. Some health and adult businesses make their packaging ambiguous to prevent customer privacy, making the customer more comfortable ordering the product. Shipping processes have also streamlined gift-giving. By checking a box, customers can choose to have their packages specially wrapped to make their gifts more exciting to the receiver. 

Not Just a Box

Product packaging can sometimes be overlooked when a business doesn’t have the budget. Some customers may get impatient when plastic is too durable or a box is taped up too well. But even when there is inconvenience in unboxing, that decision was most likely made to improve the customer experience. Item protection, customer safety, product usage, shipping, and overall excitement can play into the customer’s satisfaction level with a product. Putting effort into how your business packages your products can help maintain your brand reputation and keep customers happy. 

Published by: Jon H.