5 Attributes Your Product Packaging Should Have | Morgan Chaney®

When similar products sit on the shelf, only one thing determines which will sell better: packaging. Customers look for a positive experience when they shop, from the moment they enter the store until the product is taken out of its package. To ensure your custom packaging has a favorable effect from start to finish, it must contain the following 5 features:

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1) Individuality

Don’t be afraid to stand out from the crowd. Look at what competitors are doing and choose to do something different– it’s a sure way to get noticed. Be unique, creative, and brave in your packaging design. Capture attention, garner curiosity, and pull the customer in for a closer look.

2) Vivid Imagery

Thoughtful imagery on custom packaging is invaluable. Pictures and drawings help people relate the product to themselves, creating a strong desire to make the purchase. An inflatable pool with people happily swimming on the package helps customers envision the experience they will have; same for baby products with cute infants on them. The right images instantly connect with consumers and offer a clear demonstration of what the product will provide.

3) Product Visibility

Whenever possible, show the actual product. Adjust labels, customize paper shopping bags with windows, and opt for boxes with clear lids to give a glimpse of what’s inside. Allowing customers a look at the product gives an idea of its overall quality and helps them feel more comfortable making the purchase.

4) Cleanliness

Keep text, fonts, and imagery neat and spare. Make wording concise and emotive. Use a few contrasting colors instead of 10. You have three seconds to draw the customer in– they won’t stop for confusing, hard-to-read custom packaging.

5) Easy-Open Features

Secure packaging must also be easy to open. Look for new packaging innovations that are both protective and straightforward– a good product that is hard to open adds an unpleasant element to the customer experience and gives competitors an advantage.

Key Takeaways

In , effective carton packaging design must go beyond appearance. Most Americans agree that the design of a product’s packaging (72%) and the materials used to package a product (67%) often influence their purchase decisions when selecting which products to buy (Ipsos). In fact, 42% of consumers are more likely to share a product on social media if it arrives in premium or unique packaging, showcasing the power of design in building visibility and engagement (Meteor Space).

Learn five essential packaging design strategies that help brands stand out on the shelf, build a stronger identity, and support sustainability goals. From strategic use of color and typography to innovative structures, eco-friendly materials, and marketing integration, these packaging best practices offer actionable guidance for design teams and brand leaders. Whether you’re refreshing your packaging or launching a new product, these approaches ensure your packaging performs across retail and e-commerce.

What Are Packaging Design Strategies?

Packaging design strategies are the principles that guide how a brand’s packaging is conceptualized and executed to meet specific business and customer goals. These strategies blend visual creativity with functional performance to support everything from branding and sustainability to logistics and marketing.

Whether your focus is on reducing waste, telling your brand story, or optimizing for e-commerce delivery, following the right packaging design best practices helps ensure your product connects with consumers and stands out in a crowded market.

Design Strategies That Maximize The Impact of Carton Packaging in

In , folding carton packaging must do more than look good. It must be functional, sustainable, on-brand, and adaptable across marketing channels. These five design strategies help brands improve shelf appeal, strengthen identity, and support operational goals.

1. Use Color to Communicate Brand Identity

Color influences how consumers perceive your brand, often within seconds, and it carries more weight than many realize. In fact, research published in Management Decision found that up to 90% of initial product assessments are based on color alone (Singh, ). Similarly, a study by the University of Loyola, Maryland, showed that color can increase brand recognition by as much as 80%. These findings highlight just how critical color choices are in packaging design.

Use color in packaging to:

• Reflect your brand’s personality and tone
• Create consistency across product lines and SKUs
• Differentiate from competitors in crowded categories
• Stand out in both retail and e-commerce environments

Partnering with color experts ensures consistency across print runs and materials.

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2. Choose Typography That Supports Clarity and Storytelling

Typography affects readability and how your brand is understood.

To improve effectiveness:

• Limit your design to one or two font families
• Select fonts that reflect the brand’s positioning (modern, organic, premium, etc.)
• Ensure legibility across sizes and viewing distances
• Align typography with structural and visual hierarchy

Strong typography balances style with function and helps consumers absorb key information quickly.

3. Innovate with Structural Design

Structural packaging design plays a major role in shelf impact and unboxing experiences.

Structural ideas to explore:

• Unique shapes, such as hexagonal or curved designs
• Functional elements that guide the unboxing experience
• Features that support shipping efficiency and retail stability
• Testable designs for automation compatibility and performance across the supply chain

Meyers’ structural design experts help brands create packaging that is distinctive, sustainable, and production-ready.

4. Build Sustainability into Every Packaging Layer

In and beyond, sustainable packaging is expected, not optional. A Nielsen global survey revealed that 81% of respondents feel strongly that companies should help improve the environment.

Use design to support sustainability by:

• Choosing recycled, recyclable, or compostable materials
• Optimizing carton dimensions to minimize waste
• Designing for curbside recyclability or reusable functionality
• Communicating environmental commitments clearly on pack

Effective sustainability starts in the design phase and extends across the entire lifecycle.

5. Use Packaging as a Marketing Channel

Your packaging is more than a box, it’s a marketing tool and an extension of your brand story. According to Meteor Space, 42% of consumers are more likely to share a product on social media if it arrives in premium or unique packaging, proving how much packaging design impacts brand engagement and online visibility.

Ways to maximize packaging as a marketing tool:

• Add QR codes that connect to digital content
• Include social media handles and branded hashtags
• Design for “unboxing moments” that encourage sharing
• Create collectible or multipurpose packaging formats

Folding cartons offer valuable real estate for storytelling, loyalty-building, and long-term brand presence.

E-Commerce vs. Retail Packaging Design: What’s Different?

Retail packaging and e-commerce packaging serve the same product but often demand entirely different strategies.

In retail environments, packaging must:

• Catch the eye on a crowded shelf
• Communicate brand values in seconds
• Withstand handling without compromising appearance

In e-commerce, packaging must:

• Protect the product during shipping
• Create a branded unboxing experience
• Support cost-efficiency and easy returns

Designing with these differences in mind ensures your packaging performs wherever it’s seen, or shipped.

Sustainable Packaging Design That Works

Consumers demand sustainable packaging solutions, and so do retailers. But true sustainability goes beyond materials.

Design strategies for eco-conscious packaging include:

• Using FSC-certified, recycled, or compostable paperboard
• Reducing material usage with optimized structures
• Designing for curbside recyclability
• Clearly labeling sustainability features to aid disposal
• Choosing production partners committed to net-zero operations

These practices not only protect the planet but also demonstrate your brand’s values at every step of the customer journey.

Structural Packaging Solutions for Function and Flair

Structural packaging isn’t just about form, it’s about problem-solving and brand-building.

Key considerations for structural packaging design:

• Custom folds or cut-outs that increase product protection
• Built-in features like tear tabs or hanging holes
• Stackable or shippable formats for shelf and warehouse efficiency
• Die-line optimization for automation compatibility
• Shapes that double as display-ready or giftable formats

Smart structural choices add value at every stage, from fulfillment to consumer interaction.

Checklist: Packaging Design Best Practices for

Here’s a quick-reference checklist for teams looking to improve their packaging design:

• Keep fonts legible across all sizes
• Use color strategically to support brand recognition
• Optimize structures for both retail and e-commerce use
• Prioritize sustainable, recyclable materials
• Include digital bridges (QR codes, hashtags) to connect with consumers
• Test designs for shipping durability and production efficiency
• Ensure your design communicates your brand story instantly

Following these best practices leads to packaging that performs in every context.

Partner with Experts in Packaging Design

Successful packaging design requires creativity, technical knowledge, and strategic execution. At Meyers, we bring all three to the table, helping brands transform ideas into high-impact custom packaging solutions.

Meyers’ services include:

• Structural packaging solutions that balance innovation and manufacturability
• Advanced printing capabilities for accurate, consistent branding
• Sustainable packaging design expertise aligned with your environmental goals
• End-to-end support from design to delivery
• Collaborative partnerships focused on your long-term success

Whether you need a full packaging refresh or a custom solution for a new product launch, we’re here to help your brand thrive across every channel.

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