BUSINESS INSIGHTS
Visual appeal The unboxing experience
In e-commerce , the visual appeal of packaging can significantly impact customer perception . Bright , bold colours may suit a youthful , energetic brand , while muted tones and minimalist typography might appeal to a luxury brand . Beyond choosing the right colours and fonts , it ’ s important to consider how these elements work together to create a cohesive design .
Functionality and durability
Packaging must protect the product during transit , especially in e-commerce , where products often undergo long journeys . Packaging should be designed to withstand potential impacts , ensuring that the product arrives in perfect condition . This doesn ’ t mean sacrificing style for durability ; it ’ s about finding a balance between aesthetics and functionality .
The unboxing experience has become an essential part of e-commerce branding , with many customers sharing their unboxing moments on social media . Incorporating unique touches such as branded tissue paper , product inserts and custom stickers can enhance the experience . For instance , including a sample of a new product or a discount code for a future purchase can delight customers and drive further engagement .
Designing for sustainability and eco-friendly packaging
In recent years , consumer demand for sustainable and eco-friendly products has grown , and packaging is no exception . E-commerce brands can demonstrate their commitment to environmental responsibility by adopting sustainable
James Palfrey-Smith , Commercial Manager , ASC Cartons
packaging practices , which can also enhance their brand image .
Brand positioning and sustainability
By adopting sustainable packaging practices , brands can strengthen their
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