How to Elevate Your E-Commerce Packaging

An overview of e-commerce packaging:

• Boxed impressions matter. Your e-commerce packaging isn't just a shipping necessity—it's your brand's front door, greeting customers with a memorable unboxing saga that's just begging to be Instagrammed.
  
  
• Materials speak. Choosing between the rustic charm of hemp or the luxe vibe of coated paperboard? Your packaging materials whisper messages about your brand ethos—so make sure they're saying the right things.
  
  
• Green is no mere trend. In a world fraught with climate crises, your packaging's eco-credentials can turn browsers into loyal fans. Whether it's ditching the plastic for paperboard or championing the circular economy, it's cool to care.
  
  
• Fancy finishes call for attention. Unleash your inner packaging Picasso with debossing/embossing, foil stamping, peek-a-book windowing, and spot UV effects. 
  
  
• Extend the customer experience. QR codes and hashtags have become standard in the e-commerce age, transforming your packaging into a portal for digital engagement and storytelling.

The proliferation of online shopping means e-commerce packaging bears an added burden of importance for brands. 

Not only must it stand out among competitors on digital platforms and websites, but you must curate a memorable unboxing experience to match the anticipation consumers have for products they wait to be delivered to their homes or businesses. 

As you aim to elevate your e-commerce packaging, look for ways to implement sustainable design principles, connected packaging elements, and high-quality decorative effects, and choose materials appropriate for your brand. 

Selecting the Right E-Commerce Packaging Materials

Be it primary or secondary packaging, choosing the proper materials is one of the first steps of the design process. What do you want the substrate to say about your brand? How might it communicate your company’s guiding values?

If you're going green, you want to shy away from single-use plastics, and if you have to use plastic, lean on the post-consumer variety. (Although, there is still a case to be made for plastic packaging, in certain cases.)

Paperboard options are cost-effective and incredibly renewable, as well. And if your brand is a bit on the earthy or granola side, consider natural color tones and sustainable alternatives such as hemp- and cotton-based substrates. 

If you’re a high-end brand, your packaging should reflect that.

Coated paperboard may fit the bill, as it facilitates premium quality printing effects. Thicker packaging grades will convey a high degree of durability and luxury, while thinner substrates may suggest a flimsiness unbefitting your brand. 

When consumers buy your products online, there are fewer interactions with your brand, so e-commerce packaging has to stick the landing. Don’t waste the marketing opportunity. 

Sustainable Packaging Design

Consumers are increasingly attentive to whether brands reflect their deeper values, ranging from social or cultural issues to environmental stewardship. Sustainability is a higher priority as climate catastrophes worsen.

Younger consumers, in particular, are sensitive to which companies adopt green initiatives and which ones are slow to implement more sustainable packaging design into their product lines. 

To elevate your e-commerce packaging, you should integrate a few elements into your overall design:

• Reduce, reuse, and recycle. Traditional approaches to packaging have settled for so-called “linear economy” practices, where single-use materials abound and manufacturing processes produce abundant waste. Alternatively, green brands lean into the “circular economy,” identifying ways to reduce waste, encourage reusability, and recycle materials. Eliminate plastics where possible. Adopt more renewable energy sources.
  
  
• Adopt right-size packaging principles. Environmentally conscious brands use only as much packaging materials as is necessary to secure products during shipment and storage. Consumers notice which e-commerce brands load their folding cartons and boxes with excessive filler materials or unconscionable packaging layers. Plus, right-size packaging is cost-effective. Shipping costs are lowered because packaging weight has been reduced. You also avoid the “air tax”—the practice of retaining superfluous cavities in packaging. These air pockets do nothing to further protect your products, and drive up storage and shipping costs.
  
  
• Source timber-based products from responsibly managed forests. Not all paperboard is created equal. Wood is renewable, but some paper manufacturers disregard certain sustainability standards. To ensure your folding cartons and cardboard are up to snuff, source paper products from producers certified by nonprofits Forest Stewardship Council (FSC) and Sustainable Forestry Initiative (SFI).
  
  
• Access the life cycle of your packaging. From raw material extraction and production to shipping and disposal after use, identify where you can cut carbon emissions and transition to more renewable energy and materials. This may also involve an audit of third parties within your supply chain, ensuring they’ve embraced sustainability principles, as well. 
  
  
• Communicate your sustainability story. Folding cartons abound with surface space you should use to inform consumers of your commitment to sustainability. If packaging materials are sustainably sourced, showcase that with certification icons. Tell your sustainability story by detailing your green initiatives. It will inspire consumer activism and foster brand affinity.

Decorative Effects for E-Commerce Packaging

For folding cartons and other custom boxes, smart use of decorative effects impacts consumer reactions to your brand. A seasoned printing and packaging partner will help you craft creative designs that resonate with online shoppers.

• Debossing creates a recessed effect by imprinting a design into your substrate, while embossing uses a raised effect. Either injects depth and tactile qualities into e-commerce packaging. 
  
  
• Peek-a-boo window cutouts give consumers a preview of your product before opening, contributing added anticipation to the unboxing experience. 
  
  
• Spot UV printing is a way to add resplendence to a specific area of the folding carton surface, lending it a glossy finish. 
  
  
• Laminates and coatings imbue substrates with high barrier protection and improve overall durability. 
  
  
• Foil stamping adheres shiny and often metallic-colored material to your substrate. While traditionally featuring silver and gold, this decorative effect can be achieved with a wide variety of hues. 

Connected Packaging Section

Trendy across many industries, connected packaging is perfectly suited for e-commerce brands and companies. Integrating QR codes, hashtags, and barcodes into your packaging bridges the gap between in-person and digital experiences. 

Since consumers have already interacted with you online, they’re primed for further digital engagement.  

Featuring these digital callouts on packaging can be used to direct consumers to websites with games, exclusive offers, or additional information. Or encourage them to participate in a social media campaign, further reinforcing brand awareness. 

Collaborating With a Sustainable Printing & Packaging Partner

If your e-commerce brand is serious about sustainable packaging and high-quality printing, then you need a partner who shares your values.

Oliver is a pioneer in sustainable packaging across health and beauty, food and beverage, pharmaceuticals, consumer goods, and cannabis industries. 

In the discovery phase, we become acquainted with your pain points, goals, and values. We ensure you feel seen and understood, which is part and parcel of our human-centric design process. From executing your design to producing it in your preferred printing method (digital, flexo, or litho), we keep communication open, ensuring your brand is strengthened by compelling designs and cutting-edge technology. 

Oliver Inc. is the nation's leading independent supplier of custom paperboard packaging solutions. Equipped with a commitment to excellence and advanced printing technology, we are eager to help elevate your brand with your next packaging design. Contact us today to learn more.