How packaging is a powerful marketing tool

Who hasn’t made an online purchase and felt that spark of excitement while waiting for it to arrive? You’ve probably been there, and your customers have too. Once a product is ordered, the wait begins, and part of that anticipation comes from wondering what the packaging will be like. Packaging plays a fundamental role in your brand’s marketing strategy because it will be the first thing customers see when purchasing a product online. 

This will be the first impression that will help them form an opinion about your business. Therefore, it’s essential to capture their attention and work on the shipping box to meet and exceed their expectations when they receive the package.

We’ll show you how to design a shipping box that’s striking, stylish and so appealing it’s shared on social media, turning the unboxing experience into an opportunity to strengthen your brand.

Why work on the packaging of your products? 

Well-thought-out, creative, and original packaging can greatly enhance interest in an online brand’s product . Considering the user experience, from the purchasing process to the moment they receive their order, the latter being the final touch, a good packaging strategy can be key for brands to generate customer loyalty.

In addition, WestRock notes in a study that 66% of consumers say they have tried a new product because of its packaging . 

How to make your packaging go viral on social media? 

One thing is certain: if your brand captures consumers’ attention, they’ll want to share their experience on social media when they receive the package. Good packaging, therefore, means achieving that unboxing moment and increasing your brand’s visibility.There are two essential elements to help your shipping box stand out and make the leap to the digital world:

• A good design that draws attention, as long as it’s consistent with the brand’s values, image , and product. Marketing packaging must, above all, be functional and visually appealing, complementing the product and standing out from other brands in their shipments. To achieve this, it’s vital to know the brand’s audience and identify how to capture their attention and interest through this resource.
• Customers appreciate extras offered along with the shipping box, such as personalised cards, stickers, coupons, branded useful items, etc. (Note! As long as they’re consistent with the visuals). This adds value to the delivery. 

How packaging shapes the unboxing experience

While a brand design attracts attention in the digital world, packaging is the element that transcends the screen, materialising the experience in the consumer’s hands. Well-executed packaging becomes an invitation for customers to generate content , showcasing their products on social media and providing organic visibility.

In addition, influencers or content creators are also an option for creating campaigns featuring your products, focusing on the unboxing moment to highlight the qualities of your brand’s packaging. A content strategy can be very helpful when developing a campaign that showcases your shipping boxes.

5 trends in packaging design for e-commerce marketing

What’s taking the world of packaging by storm in 2025? These are the trends we recommend you start following to transform every purchase into an unforgettable brand experience from the very first moment.

1. Sustainability as standard

The use of recycled, recyclable, or biodegradable materials is no longer an option, but a consumer expectation. There is a growing use of bioplastics, recycled cardboard, and other eco-friendly alternatives. Even packaging labels are adopting these practices, using recycled materials and compostable adhesives.

2. Custom packaging

Many brands are rethinking their packaging sizes to cut down on waste and expenses. Furthermore, they are prioritising the design of easy-to-open and reusable boxes, which improves the user experience and encourages reuse.

3. Technological integration

The use of technologies such as QR codes, smart tags, and augmented reality allows for additional information and interactive experiences to be offered to consumers, strengthening the connection with the brand without sacrificing sustainability for the user experience.

4. Memorable unboxing experiences

The moment a package is opened has become an opportunity to surprise the customer. Details such as hidden messages, internal illustrations, or small gifts reinforce the emotional connection with the brand and promote virality on social media.

5. Personalisation and exclusivity

Brands are choosing limited editions, personalised messages, and designs tailored to specific audience segments, fostering a sense of exclusivity and a personal connection with their consumers.

Steps to achieve attractive and sustainable packaging 

El Environmental commitment is no longer an extra on e-commerce product packaging ; it’s the new standard. 

As mentioned, sustainability in shipping boxes is a trend , and more and more people are looking for products and a company that is committed to caring for the environment. It is possible to find a balance between attractive design and sustainability in e-commerce packaging. How? 

• Packaging must be based on a well-thought-out functional structure that not only protects the product but also avoids unnecessary use of materials. With the foundation in mind, it’s time to consider and plan the packaging design. 
• An important step is choosing the box material . Choose sustainable resources such as recycled cardboard, kraft paper, or eco-friendly inks, as they can perfectly complement a polished aesthetic.
• If your brand identity is aligned with sustainable values, it’s possible to integrate visual messages that reinforce that connection with the user. Added to this is the extra value of including additional items that give the packaging a second life.

Taking care of the unboxing experience with simple but well-executed and designed details can create a memorable moment for users, without resorting to materials that hinder sustainability.

Common mistakes in marketing packaging and how to solve them

• The main mistake is not creating an attractive design that is connected to the product and the brand identity (which can lead to genericism and fail to differentiate itself from the competition ). 
• Don’t focus too much on the visual aspect and neglect the functionality of the packaging , which is essential to ensure the product arrives in optimal condition.
• Creating designs that don’t resonate with the target audience or that don’t consider sustainability criteria can have a negative impact on consumer perception, no matter how good the result looks visually.

So, do you want visually appealing packaging for your brand that reflects its identity and enhances its experience? Our design team creates shipping boxes that connect directly with your audience. Shall we talk?