Can packaging really make your product better?

Short answer? Yes.

Not long ago, I ordered a £90 dress from a small business. I ended up sending it back because the fit wasn’t quite right. But honestly? The first thing that disappointed me had nothing to do with the dress itself, it was the packaging.

Let’s get one thing straight, packaging isn’t just what your product arrives in. It’s how your product shows up. It’s a first impression. It tells your customer everything about who you are before they even try what’s inside.

When done right, it can take an average product and make it feel like something special.

Why people think first impressions don’t count is beyond me! For me it’s the same as meeting someone in person for the first time, you show up as your best self every single time.

• First impressions count - whether we like it or not, people judge products by their packaging.
  

• Brand recognition - consistent packaging builds a brand identity that sticks.
  

• Emotional connection - thoughtful design leaves a lasting impression on your customer.

You could have the best product in the world…but if your packaging screams “meh”? You’ve lost the moment before it began.

So, what makes packaging ‘good’?

It’s not about blowing the budget. It’s about being thoughtful.

It should be on brand, neatly done, consistent and it should feel like you.

Sometimes a simple kraft box, a custom sticker, and a handwritten note can feel as premium as a luxury brand’s unboxing experience.

Remember your customer wants to feel seen, they want to feel justified in their spend and they want a great experience.

Sometimes just a little something about your packaging can get people talking - it’s prime real estate, don’t forget that!

Some examples to think about…

I really urge you to think about your own unboxing experiences and generally the experience of ordering online from other brands than your own.

Think about your perception of the brand, the price point, the whole experience up to receiving the product. Then pay attention to whether your experience in receipt of the product matches up. There’s so much to learn from just paying attention to what’s already around you.

I’m going to give you 2 big brand examples and 2 smaller brand examples.

Apple - The unboxing experience

First up is Apple. Apple doesn’t just ship products, they create an experience. It’s all part of buying from them. 

• The weight of the box, the smooth slide as you open it, the satisfying pull of the tab, it’s all intentional.

• Minimalist design, premium feel, and that sense of “this is special” before you even see the product.

The result? Millions of unboxing videos, loyal customers, and a brand that feels high end from the second you open the box.

These products are expensive and their packaging really hits the mark.

Pringles - Packaging that’s practical and iconic

• It was a super simple idea, crisps in a cardboard cylinder.

• No crushed chips, easy to reseal, easy to store, stands out on the shelf (if you’re in stores you HAVE to think about this bit).

• It’s so distinctive that when they tweaked the logo in 2021, people noticed, and cared.

• It’s functional, recognisable, and emotionally connected to the product.
  

Now for 2 smaller brands. Yes both of these are pretty big but their stance on packaging has been the same since the early days.

P. Louise - Packaging that’s pure brand personality

• P. Louise (a UK based cosmetics brand) leans hard into bold, feminine, Instagram worthy packaging.

• Think pastel shades, luxury feel, layered unboxings with ribbon details and branded tissue.

• Their “Budget Box” drop sold out in minutes, with customers sharing unboxings online as part of the buzz.

• It’s not just makeup, it’s a brand vibe, and the packaging plays a huge part in that cult following.

I personally think that’s totally what sells the product (although I’m sure the owner would disagree).

Candy Kittens - Fun, Bold and eco-friendly

• London based gourmet sweets brand.

• Bright, colourful, resealable pouches with playful fonts, you know instantly it’s them on the shelf.

• Clear messaging about plant based ingredients and eco-conscious packaging (recyclable and reducing plastic).

• They’ve nailed fun, functional, and on brand - plus, they make sustainability part of their story without losing shelf appeal.

Your anxieties around packaging as a brand owner

You’re not alone, everyone worries about this stuff. Let’s face it, most of us are very concerned with how we’re perceived as a brand. And if you’re not you absolutely need to be.

• I can’t afford fancy packaging - You don’t need fancy. You need clean, cohesive, and thoughtful. And…build it into your product costs.

• I’m not a designer - You don’t have to be. Canva, one font, one colour. Simple works.

• What if it doesn’t look good in photos? - Use a neutral backdrop, one branded detail, natural light, you’re sorted. Good packaging is content!

• Is it even worth the stress? - Short answer again? Yes. Because it’s not just packaging, it’s your brand.

• I don’t have time - Choose one box, one insert, one sticker. Keep it simple. Repeat it.

• My product isn’t that packaging worthy - Yes, it is. If crisps can be iconic, so can yours.

• I want to be sustainable but don’t know how - Recycled paper, no plastic, and tell your customers how to reuse or recycle. That’s a brand moment too.

You don’t need expensive packaging. You need intentional packaging. It’s your chance to tell your story before your customer even touches the product.

Make it feel good.
Make it feel like you.
Make it memorable.

Because packaging that adds value and convenience can lead to higher customer satisfaction, and more sales.

For me, poor packaging is just sloppy, it’s like you can’t be bothered and as a consumer I certainly do not want to pick up on that vibe.