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Why Should You Pay Attention to Your Product Packaging?

Written By: Leslie Taylor | Article Date: September 27, 2022

Ever heard of the 7/11 rule?

According to a 2009 study, people can make up to 11 assumptions within seven seconds of the first meeting. However, others argue that first impressions are actually formed in 1/10th of a millisecond.

Regardless of the exact length, we can all agree on one thing: you should be able to make an impact at the first glance.

This rule applies to everything we perceive by sight. Case in point: a 2018 survey revealed that product packaging influences 72% of consumers in the US, and more than half switched to a different brand when their go-to changed its packaging design.

And that is what we’re going to cover in this article. If you’re wondering whether your product packaging and boxes are worth the time and effort, you’re on the right page.

Packaging Statistics You Need to Know

Many studies have been conducted to measure the significance of product packaging and how it can affect the overall success of the business. Here are some findings you must keep in mind:

81% of consumers have bought a product they’ve never tried before just because of the packaging. (WestRock)

76% of consumers prefer packaging with features that make it more convenient to use, such as easy-open add-ons like resealable zippers and tear notches. (WestRock)

67% of consumers say that the materials used in the packaging can influence their purchase decision. (Ipsos)

63% agree that using cardboard and paper packaging can make the products look more high quality. (Ipsos)

Eight in ten shoppers say that they consider the packaging design when shopping for gifts. (Ipsos)

64% of retail store shoppers will buy a product right away if they like the packaging, even without prior research. (Packaging of the World)

55% of online shoppers would repeat their purchase if it came in custom packaging. (Packaging of the World)

52% of customers are willing to pay extra for products with impressive packaging. (Packaging of the World)

Purpose of Packaging

Product packaging should serve a variety of purposes other than just looking good to be effective. Here are the four most important:

Protection. This is perhaps the most important role of packaging. Your custom packaging should be able to contain the product effectively so it’s safe during transport, storage, and distribution. This is also why you need to ensure that your packaging fits your product well. Having too much or too little space can easily damage or affect the shelf life of its contents.

Convenience. Effective packaging makes life easier for everyone. Canned goods wouldn’t be practical to bring on hiking and camping trips if they still didn't have pull-tabs. And if packaged drinks still came in glass bottles with lift-off caps, how will you quench your thirst without a bottle opener?

Communication. Impressive artwork alone won’t make shoppers pick your product off the shelf. With packaging, you can also tell customers what to expect when they choose you over the competition. Quantity, size, and price are a must for all types of products, while essential information such as ingredients, nutritional data, and best before date should be clearly shown in food packaging.

Promotion. Effective packaging sells even if no one’s around to hype up the product to the customer. With good design, you can influence shoppers to buy your product and encourage others to do it too. Product reviews and unboxing videos are all the rage these days on social media, so you might want to think about whether your product packaging is Instagram-worthy or not.

Things to Consider When Choosing Packaging

Choosing the right packaging can be a confusing and tedious process. With the wide range of styles and materials to choose from, you can end up committing costly mistakes if you don’t exactly know what you’re looking for. To make it easy, ask yourself these two questions:

  1. What is your product?
  2. Where will you keep it?

Earlier, we talked about the primary roles of product packaging, one of which is to keep its contents secure. Even though NextDayFlyers can accommodate a wide range of sizes for custom boxes, we won’t recommend it for all types of products. For instance, liquid or powdered products are more suited for pouches.

The same goes for storage. Does your product require refrigeration? You may want to steer clear of corrugated cardboard since it’s not waterproof and moisture resistant. Will your product be stored in the kitchen? Barrier film offers more protection compared to cardstock.

Dos and Don’ts of Custom Packaging

We’ve covered the importance of packaging and how to choose the right one for your product. Before you start looking around for a supplier, list down these common packaging mistakes so you can easily avoid them. Then, refer to our expert tips below on how to get started.

packaging do's
packaging don'ts


Now that you know how custom packaging and boxes can affect people’s perception of your brand, as well as some basic dos and don’ts, it’s time to start working on your packaging design! Check out these articles by our in-house experts for advice and inspiration:

How to Create Killer Packaging for Your Products Affordably The Ultimate Guide to Packaging

The Purpose of Packaging -

The Complete Guide: Which Custom Packaging is Right for You? -

The History of Food Packaging: A Timeline -

What is Industrial Packaging? -

How 2020 Consumer Behavior Changed E-Commerce and Packaging -

5 Ways Custom Packaging Can Be a Game Changer for Your Business -

Easy-To-Personalize Boxes -

How to Create a Custom Box Like an Expert Designer -