Love At First Sight: Using Packaging to Make a Lasting Impression

It’s no secret that a branding experience starts with packaging. Especially in the age of unboxing videos, packaging that stands out is necessary to make a lasting impact with end-users.

Jeff Pinkin, founder of BeBoxing, West Caldwell, New Jersey, is a firm believer that packaging is an integral component to the promotional product mix.

“With the birth of ‘unboxing’ becoming part of our experience, the packaging is becoming part of the product and a key element to one’s experience with the actual brand. The packaging ‘announces’ a connection, ‘excites’ one’s senses of curiosity, and ‘delivers’ the final interaction with one’s brand.”

Jacob Dobsch, national sales manager of The Chest Inc., Washington, Missouri, says he also sees packaging as being on-par with the actual gift or promotional item.

“Packaging has become nearly as important as the contents inside the package given the exposure of the influencer market in our daily lives – my 6-year-old tries to watch a kid on YouTube open toys. It is becoming more and more common that the box becomes the brand.”

How Can You Stand Out?

Dobsch says that one way to set yourself apart is to make sure the recipient feels special.

“I think the most important aspect of new packaging trends is that everyone wants to be ‘wow-ed,’ Andy Warhol claimed. He said that everyone is famous for 15 minutes, but today it is 15 seconds thanks to Instagram and TikTok. People desire to feel important or a part of something, and creating a packaging experience that creates that emotion is so impactful.”

To make customers feel special, Pinkin says he’s very big on personalization.

“Personalizing the packaging is a real showstopper,” he says. “You see it, you know it is yours, and you are excited. What is better than that?”

In addition to personalization, Pinkin says BeBoxing has stood out by producing unique experiences such as multiple boxes within a hat box for daily “reveal” events, multi-level tray boxes, and advent calendar boxes. He believes that to make sure your packaging is memorable, distributors should pick off-size shippers, fully brand the boxes, customize tray inserts, and embellish the outer packaging with soft-touch laminate or foil seals.

Dobsch shares that The Chest tries to achieve what he calls the “opposite of Amazon” effect.

“When we receive online deliveries, it is almost a game of Clue as to what is in the box,” Dobsch says. “We want that marketing and branding message to be the focus, which is why most of our custom box options are in fact shipper boxes. We are able to achieve a perfectly intact package without all of the strapping tape and shipping labels that destroy those first impressions.”

Packaging Q&A: Jim Gingle, General Manager, Independent Printing & Packaging

Print & Promo Marketing: How do packaging designs in the promotional product space impact brand visibility and recognition?

Jim Gingle: Packaging designs in the promotional product space impact brand visibility and recognition by establishing a distinctive brand identity, creating a memorable impression, and ensuring consistency across channels. Independent Printing & Packaging can help increase brand visibility and recognition by implementing unique design elements such as foil stamping, embossing, or a custom die cut. Being a G7 certified printer we can also provide a consistent color match across print pieces beyond the package itself.

PPM: What are some emerging trends in packaging for promotional products, and how are they reshaping marketing strategies?

JG: The three biggest trends we’ve seen in packaging include:

• Unconventional designs and custom die cuts to help products stand out on shelves. Our CAD team are experts at providing custom and unique options for customers.
• Sustainable packaging continues to be a dominant trend in response to growing consumer demand for environmentally friendly products.
• Personalized packaging allows brands to create unique experiences tailored to individual consumers. This trend involves incorporating personal names, custom messages, or even personalized product recommendations directly on the packaging. Our digital presses at Independent allow us to provide personalized packaging at an affordable price.

PPM: Speaking of sustainable packaging, how do environmental considerations influence packaging choices for promotional items?

JG: Increasingly consumers are concerned about environmental issues such as plastic pollution and carbon emissions. Businesses are seeking more sustainable packaging options such as recycled paper and compostable materials. By choosing eco-friendly packaging options, businesses can demonstrate their commitment to environmental responsibility while creating positive brand experiences for consumers.

PPM: How can personalized or customized packaging enhance the effectiveness of promotional campaigns?

JG: Personalized packaging speaks directly to individual consumers, making the promotional message more relevant and engaging. This can help with brand recall, and perception, giving the company a way to stand out in a crowded marketplace.

PPM: What advice would you offer when it comes to packaging? What are some common mistakes that you see that can be avoided?

JG: The best advice I can give a distributor when it comes to packaging is don’t be afraid of it! Try to obtain as much information and specifications and then rely on our team to design the package. Many times, a customer will even provide the distributor with the product to be packaged which can then be sent to us for design. Rely on your years of experience to help them sell packaging.

Keep Sustainability in Mind

With awareness of sustainability at an all-time high, Pinkin emphasizes how crucial it is that your packaging has some eco-friendly elements.

“Environmental considerations are becoming more of the norm, rather than the exception,” says Pinkin. “When purchasing packaging materials, one should think whether packaging used can be recycled or is utilizing recycled content.”

Pinkin shares that to stay environmentally conscious, BeBoxing sources sustainable products, maintains Prop65-friendly inks, operates via solar power, and recycles all waste generated in the production process.

Dobsch says that throughout The Chest’s 40 years in business, the company has always been, and continues to be, conscious of its environmental impact.

“Up to 80% of our material is post-consumer content and all our box material is 100% recyclable. The best way to make sure a box doesn’t end up in a landfill is to create a connection with the recipient so that they use it as a show piece in their office or home.”

Don’t Be Afraid to Simplify

When it comes to packaging, one thing that Pinkin says people should keep in mind is that “less is more.” “Make packages postal-friendly, rather than see how much you can cram into one box. In this case, less is more. You can get a package that is both shipping friendly and optimized for shipping. I say optimized, meaning the packaging dimensions are not so big as to get hit with excess dimensional surcharges. The advice is to pick a packaging partner (not vendor), who knows shipping and how the packaging can affect your budget.” Don’t Forget to Communicate

One of the biggest mistakes Dobsch says he sees distributors make is simply not making it known that they can provide packaging in addition to the promotional product. “Make sure you’re offering a packaging option when you present the branded merchandise gives you a leg up on your competition,” he says. “What’s the worst they can say, no? Folks are looking to make the purchasing decisions as simple as possible, and if they are given ideas they hadn’t thought of you are helping simplify that process.”

Overall, it’s fair to say that packaging in promo is one of the few instances where you can indeed judge a book by its cover, so Pinkin says make sure you do it right. “The box is no longer considered an option as part of your marketing program. It is becoming a standard. Where the promo product delivers a lasting impression, the packaging box delivers the first impression, which happens to be the most important one.”