An overview of e-commerce packaging:
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.
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.
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:
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.
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.
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.