The basics of packaging

We all look forward to them with great anticipation: parcels from our latest online purchases. The world of packaging is diverse, and boxes have become an important marketing tool. It’s not just about ensuring the goods arrive undamaged from A to B. Rather, shipping boxes are now seen as part of the shopping experience and the brand experience, and form part of the strategy of every successful online business. We’ve done some research and summarised all the tips on packaging for you.

1 | Key features of good packaging

Packaging serves various purposes. First and foremost, it protects the product from damage and ensures it is transported safely. Furthermore, not every product is consumed immediately. Packaging should also serve a storage function, protecting the product until it is consumed. But one thing at a time.

All good packaging has one thing in common: it suits the product and the brand. This applies to both product and shipping boxes. Ideally, the packaging is tailored precisely to your product. When it comes to shipping packaging, make sure it fits properly, depending on the characteristics of your product box, as oversized boxes with lots of padding are not exactly popular with customers. The more efficiently a product is packaged and dispatched, the more positive the experience is in terms of sustainability.

It is essential that every shipping box ensures the product arrives intact at the customer’s address. The durability of the shipping box is a mark of quality for your brand. Whilst you have no control over many factors in the supply chain, you can choose sturdy packaging made from high-quality materials. The box should also be designed to withstand a further delivery – bear in mind the possibility of a return, which should arrive safely back at your premises

2 | Making an impression: The unboxing experience

First impressions count when it comes to packaging too. After all, it’s the first point of contact your customers have with the product. Even before they unpack it, you can evoke positive emotions in your customers – whether through an unusual packaging design or a funny saying on the adhesive tape. If you manage to amaze your customers the moment they receive their parcel, they’re guaranteed to order from you again. Thanks to your design, customers will remember the packaging even later on and will quickly find your business again.

However, good design alone is not enough; the overall concept must be right. This is where the so-called ‘unboxing experience’ comes into play. Thousands of videos are circulating on social media showing consumers sharing this experience with others on camera. This trend proves that packaging has become a very important part of the overall product experience. Make the most of this tool!

The customer shouldn’t have to wait too long before they have the packaged product in their hands. Unnecessary padding, complicated folding methods and poor handling are a no-go in the world of packaging. If a customer first has to tear open the packaging to finally get to the contents, the chance of an all-round positive product experience is lost. The unboxing experience is therefore positively influenced by shipping boxes that are easy to open. Ideally, the packaging is made from secure material and requires minimal filling material, thereby directly meeting sustainability criteria.

3 | Legal aspects relating to packaging

In Austria, Germany and many other countries, there are so-called packaging regulations. This means that all companies placing packaging or packaged goods on the market in Austria are obliged to participate in a collection and recycling scheme. Anyone who fails to comply with these obligations and regulations faces fines.

Essentially, the regulations are designed to ensure that cardboard boxes and their filling material can be returned to the material cycle. The aim is to reduce the amount of waste generated and to facilitate potential reuse.

For small retailers who cannot get to grips with every last detail of the subject and/or do not exceed a specific maximum limit on packaging per year, are available optional Flat-rate solutions, such as those offered by ARA in Austria.

4 | Packaging design – visual storytelling

As mentioned above, design is important for your brand’s recognition and can set you apart from the competition. To achieve this, graphic designers draw on their bag of tricks. With an appealing design on your packaging, you’ll leave a positive impression on your customers and ensure they remember their purchase.

Through the design of your packaging, you can tell another part of your brand’s story. So far, your customer has become familiar with your online shop and may have received a mailing from you. Ensure a consistent brand identity across all your channels, right down to the packaging, using your corporate colours and typefaces.

Having your logo on the cardboard box, adhesive tape or a sticker raises awareness of your brand. Even whilst the parcel is being transported to your customer, many people will see your brand name – from the logistics provider and the postman to the neighbour in the stairwell. Always remember that first impressions count. Customers love it when they can see at a glance who the parcel they’ve received is from.

There are essentially no limits to packaging design. Whether it’s bold colours, original patterns or a simple, minimalist design – packaging is also about conveying the values and messages your brand stands for.

If your brand specialises in the production of organic teas, an eco-friendly box is a better choice than plastic packaging. As a general rule, sustainable products also require appropriate packaging solutions.

If you sell trendy and colourful fashion, a design with an eye-catching pattern is the right choice. If you’re pursuing a clean, minimalist aesthetic with your cosmetics brand, set yourself apart from the competition with minimalist designs and casual slogans.

How about adding a creative extra touch? As a retailer of children’s products, your packaging could feature a craft or colouring template.

5 | Sustainable, eco-friendly packaging

Sustainability is becoming increasingly important from the customers’ perspective. In the world of packaging, the term ‘sustainable packaging’ has even become established. Especially if your brand’s USP is based on sustainability, this should be reflected in the packaging.

There are already environmentally friendly solutions available for many materials these days. Starting with packing material, there is a huge selection: packing chips made from recycled paper, recycled corrugated cardboard or starch-based padding. To seal a shipping box, you can use paper-based stickers. By using packaging tailored to the product, you save on filling material and ensure that no additional packaging waste is generated.

druck.at tip: Sustainability starts right from the printing stage. Digital printing is playing an increasingly important role, as it is considered the ‘greener’ printing method compared to offset printing. By featuring the ‘Printed in Austria’ seal on your boxes, you’re also making a statement in support of environmental protection.

A second aspect of sustainability is the potential for reusing the packaging – or, to put it more elegantly: upcycling. With an appealing design on high-quality, sturdy cardboard, there’s a greater chance that the packaging will remain on your customers’ shelves at home or be used for other household projects. You can also organise a challenge around this on social media.

An overview of the tips:

• Choose the right packaging (cardboard box, postal bag, etc.) depending on your product.
• Pad the packaging so that the goods reach your recipients undamaged.
• The packaging must also be suitable for any return shipments and should therefore be of high quality.
• Join a collection and recycling scheme and comply with the legal regulations on waste disposal in your customers’ countries of destination.
• A cool design helps you stand out from the competition. The overall look must be cohesive and fit with your brand – this builds trust with your customers.
• Your packaging also allows you to communicate your brand’s values to the outside world – so if you sell organic or sustainable products, the cardboard and packing material should also be made from eco-friendly raw materials.
• Have your boxes printed by a printing company that offers certifications such as ‘Printed in Austria’, FSC or the Austrian Ecolabel.