Products related to this article...
-
£1,768.84
-
£1,437.67
-
£1,463.00
How Custom Cardboard Boxes Add Value Beyond Protection
When a business considers its packaging, uppermost in its mind is probably a cardboard box's first purpose: protection, i.e., getting the parcel undamaged from A (packing station or warehouse) to B (happy customer).
However, custom cardboard boxes, branded packaging and printed boxes fulfil a far more strategic role. With customisation, the purpose of the humble cardboard box becomes multi-faceted. Protection, of course, remains key. However, custom and branded packaging has been proven time and time again to strengthen brand identity, improve logistics, support sustainability goals and establish customer loyalty.
So here's a breakdown of how smart, well-designed packaging adds value far beyond that of keeping products safe and sound during transit and why it's a vital tool with which to drive new sales and secure repeat custom.
Packaging as the First Brand Touchpoint
If you're running an e-commerce business, the first physical interaction your consumer will have with your store is the moment they receive the package containing their ordered product. This is inevitable: ordering online means it is the packaging the consumers see and experience first, not the items they've purchased.
Your choice of box or mailer, therefore, is the customer's initial brand touchpoint, their first 'real' exchange with your business. This moment should not be underestimated: it sets expectations.
Now, a plain, generic box does the job efficiently and effectively, but it risks signalling low-level effort and could lead to a reduced customer experience.
On the other hand, a custom cardboard box with intentional design is not only subconsciously more aesthetically pleasing but also instantly communicates quality, attention to detail and professionalism. Elements such as colour, typography and choice of material help align the packaging with a brand's personality and mission statement and in competitive and crowded markets, it is these elements that become subtle but powerful differentiators for consumers.
From Unboxing to Brand Storytelling: Design That Connects with Customers
The rise of 'unboxing culture' has revolutionised how many companies think about packaging. Consumers have come to expect more than a functional container; they want a curated - even a sometimes lovingly crafted - experience. Unboxing is an experience that speaks to us on a fundamental level and fulfils emotional needs we don't realise we have!
Unboxing starts with the box and custom printing that box means brands have a way to communicate easily and naturally with the customers using every panel (inside and out) if they so wish. The box can be used as an attractive marketing tool explaining many things:
- A brand's story
- Product benefits
- Values (such as sustainability)
- Instructions or QR codes for digital engagement
A bespoke box turns standard unpacking into an unboxing narrative moment. It builds emotional rapport with customers a business might not get the opportunity to meet in person. It increases the likelihood of social sharing, reviews and referrals. And, consumers really, really like it.
Consistency Across Retail and E-Commerce Packaging
A brand's identity must feel cohesive whether the product is displayed on a retail shelf in a bricks and mortar store or showcased online before arriving on a customer's doorstep. Retail packaging needs to attract on-shelf attention. E-commerce packaging, additionally, must withstand the rigours and pitfalls of shipping. Both requirements can be aligned visually.
Custom cardboard boxes allow companies to be consistent and maintain the following:
- Consistent colour palettes
- Recognisable logos and brand marks
- Unified messaging and tone
- Close relationships and affinity with all consumers
Consistency must be non-negotiable: it improves brand recall and helps consumers instantly recognise your productions across channels.
How Custom Print Enhances Recognition and Repeat Orders
Brand visibility matters enormously, especially for e-commerce brands, subscription services, and consumer goods companies. Packaging is the perfect workhorse. After all, it’s doing a job anyway and by going one step further – customisation - it can fulfil a variety of additional roles:
- Makes packages instantly identifiable on doorsteps and in delivery vehicles
- Reinforces brand imagery each time a customer makes a repeat order
- Easily highlights limited editions, promotions and seasonal campaigns
- Encourages repeat purchases through printed offers or QR codes
Packaging can be transformed from a practical solution meeting the rigours of transit logistics to a ready-made, low-cost marketing channel boosting retention, driving sales and advertising your brand. Even if you're already doing well, your packaging should always be re-examined to ensure a continued stable and profitable future.
Optimising Size and Structure for Cost and Sustainability
Putting bespoke printing and aesthetics to the side momentarily, another big advantage of custom cardboard boxes is the ability to fine-tune structure, size and materials in order to maximise operational efficiency.
Strategic structural design has many benefits:
- Reduces void space, lowering shipping costs
- Improves packing speed in warehouses
- Provides a tighter fit for product protection
- Reduces damage rates, cutting replacements and returns
Engineering boxes specifically for products, or even for entire product ranges, will also help businesses significantly reduce environmental impact at scale. The FSC® is adamant that this is one of the key principles of sustainable packaging.
Case Study: Before-and-After Branding Impact
Let’s look at how The Packaging Club worked with one client – Mattel – to add significant value to their brand by reflecting the company’s vibrancy via its packaging.
The Brief:
Mattel tasked TPC with a unique brief: they required boxes of specific sizes that would be robust enough to handle the logistics challenges of palletised delivery. However, they were keen to add value beyond protection.
The Solution:
TPC suggested a sturdy board spec to withstand long-haul transit which also aligned with Mattel’s sustainability goals. Then came the customisation: the exterior, in a kraft brown finish, had simple yet high-impact print, whilst the interior (white kraft surface) was printed with designs inviting interaction and creative reuse.
The Results:
- Mattel has maintained its logistics performance, multi-site delivery and quality across volume operation – all protocols received without issue
- Unboxing has been given an uplift: printed interiors have transformed ordinary boxes into opportunities for discovery and play
- Packaging elevated to experiential as well as practical, which continues to engage once opened, reinforcing Mattel’s own playfulness and backing up their bigger sustainability narrative
Mattel is a prime example of a company that has successfully integrated its brand with its packaging, reinforcing not only its presence on the market, but also delighting recipients and displaying its creativity. And it’s interesting to note that this has worked without the use of colour. In this instance, plain lines were the perfect choice. Read more about it all here.
Conclusion: Custom Boxes Are Strategic Brand Assets
Custom cardboard boxes, branded packaging and bespoke, printed boxes do far more than protect products. They help shape first impressions, tell brand stories, support sustainability and strengthen customer loyalty. And bear in mind too, that customised doesn’t just mean printed; it can also mean fitted to exact specifications, significantly improving supply chain efficiency.
Approach packaging strategically and it will become a high-ROI brand asset; one that customers remember long after they’ve opened the box. Contact The Packaging Club today. We'll help you get the very best - the best box, the best design, the best value - out of your packaging.
