Have you ever heard of the saying “don’t judge a book by its cover?” Well, that may be true for people, but for product packaging and branding, that is exactly what consumers will judge you on. Your packaging is the most useful marketing tool you have at your disposal. There are a number of factors that catch the eye of your consumers such as price, contents, and the manufacturer, but most importantly, the way your product is presented, which could either make or break your sales. If you have already taken the leap and spent the money on creating a beautiful product then why not go the extra mile and design customized packaging that compliments your brand and the goods you are trying to sell? Using your packaging as a marketing technique not only sets you apart from the rest but also creates a memorable impression that encourages customers to return to your brand.


Here are a few tips on how to turn your packaging into an effective marketing tool:

Use Your Packaging As Another Advertising Platform

There is more to packaging than just putting your product in a boring box. Think about your packaging as another way to get your message across to consumers. Whether in a retail or eCommerce setting, you have a few precious seconds to make a memorable impact on the consumer before they move on. In those valuable seconds, you want to persuade the customer to buy your product and the only way you can do that is by having attractive packaging. For example, if you sell food, you want the product’s packaging to stand out from the rest with designs and captions that are suited for the market you want to capture. If you are selling candy or toys, you want your packaging to be bright, fun, and whimsical. For healthier foods, you want a cleaner look that represents nature while also using clear captions of the things that set you apart from your competition like “no added sugar” or “locally sourced.” 

Provide Relevant Information

While you want your customized product packaging to be eye-catching, you don’t want to go overboard either. You don’t need to print the entire history of your company on the package either. Instead, you want to give consumers valuable information that will help finalize their decision on whether to purchase your product or not. This information should be relevant to the product you are selling and should be written in a way that can be understood by your target audience. For food products, you want to list important information like the ingredients and how to prepare the dish if there is any cooking or baking required. For beauty products, you also want to list the information as well as some recommendations on how to use the product. You don’t need to write an essay, but just a few well thought out points about your product. For products that don’t need ingredients or instructions come up with clever content or taglines that make your product irresistible to consumers – something they simply must have. 

Make Your Brand Name Clear

If your brand name is not on the package, how will consumers know they are purchasing your products? Placing your brand name on the box will help your consumers identify your brand and remember it long after they have made the purchase. Your logo and brand name don’t need to take up the entire package, but it should be bold and clear enough for consumers to see. 

Use Holidays To Your Advantage

Changing your product packaging design a few times a year is a great way to keep your consumers engaged in your brand. Take Starbucks for example, during the festive season they treat their customers to fresh designs, which has a really valuable pay off on various social media platforms. Customers are so excited about the upcoming designs and when they finally arrive, social media is flooded with snaps of their festive cups and packaging. Customers appreciate the effort brands make to create new and exciting Christmas, New Year’s, Valentine’s Day, Halloween, and Thanksgiving-themed packaging.

Use Your Product Packaging To Create Return Customers

Rewarding your customers creates the ultimate unboxing experience but instead of putting the gift on the inside of the packaging, why not put it on the packaging itself? This can be anything from a promotional code or an incentive that instructs users to share the packaging and product on their social media accounts in return for a discount or prize. You can create an email or SMS campaign using unique numbers of the barcodes that will enter your customers into a lucky draw. These simple yet effective marketing tools keep your customers engaging with the packaging for longer and may also prompt them to share the name of your brand and the competition or prize you have up for grabs with friends and family, which ultimately gets you more sales and return customers in the long run. 

Use Mindful Packaging

Besides price and the design of the packaging, customers are becoming more aware and focused on the materials used to package items. Even if your package is the most eye-catching box in the store, customers will more than likely choose a more sustainable package over your brand. By using sustainable materials that are easy to recycle, you are able to capture the market and outshine your competitors. Paper-based boxes and other eco-friendly materials don’t just benefit the environment, but it also benefits your brand. Consumers will be more willing to tell their friends and followers about your product if it comes in a beautiful package that is not only functional but also 100% green.


Creating customized packaging can work in your favor as an effective marketing tool if you focus on the finer details. Your target audience knows what they want and it is your job to meet their expectations.