You have a great product – now how do you package it? Packaging your item might not seem like an important step in order fulfillment, but it is. The packaging is the first point of contact that customers have with your product. 

Take this chance to make a good first impression. Using the best materials for your items appeals to customers and helps your items fly off the digital or physical shelves. Customizing your retail packaging is one of the best ways to do this. With custom packaging, you can include your company’s brand elements and build customer loyalty as they have positive experiences with your product. 

This may seem like a lot of details to consider, but don’t worry. BoxGenie is here to share everything you need to know about custom retail packaging for your business.

What is Custom Retail Packaging?

Retail packaging is the first interaction that customers have with your brand. Customers see the packaging before they purchase and use your products. Custom retail packaging acknowledges this and includes your company’s logo, brand elements, and other decorations on the box. 

The goal of your retail packaging varies depending on whether the items are being sold online or in a brick and mortar store. For items sold in a brick and mortar store, the goal of the packaging is to draw customers in and communicate your brand values to them in hopes of gaining a loyal customer.

For items sold online, the goal isn’t to entice the sale, as the customer has already purchased the items by the time they see the packaging. Rather, custom retail packaging enhances the customer experience and encourages them to purchase from your company again. 

Regardless of whether the items are being sold online or in a brick-and-mortar store, retail packaging serves two main purposes. The first is protection for your items. For items ordered online and shipped to customers, this is especially important. Items will likely experience bumps and drops in transit, so having the proper packaging ensures your items make it to the customer in one piece.

Boxes Protect Your Product

Protection is also important for items on the shelves of brick and mortar stores. These boxes can still experience drops and bumps by handlers and by shoppers. Good packaging prevents wear and tear while your items sit on the shelves for purchase. 

Packaging Is Part of Marketing

The second purpose packaging serves is branding and marketing. For items sold in brick and mortar stores, the packaging is your way of drawing in customers, since it is all they can see. 

Packaging for online sales focuses more on enhancing the customer’s experience with the item since the sale has already been made. 

Why Use Custom Packaging

It helps to understand why you need custom packaging because it may not seem like a necessity. You have put a lot of work into making a great product – what more could you need? 

While it may seem easier to ship your items in a generic box, it is worth it, in the long run, to invest in custom packaging for your business. With the increasing number of brands on the market, packaging design as an afterthought doesn’t fly anymore. Standing out is essential. 

According to a recent study, 72% of Americans say that the design of a product’s package influences their purchase decisions when deciding which products to buy. This is too large of a number to ignore. 

The customer’s experience with the packaging is just as important for you as it is for them. Receiving items in fun, mysterious, or unique packaging makes for a memorable shopping experience. Customers are then more likely to repurchase, benefitting your business with another loyal customer.  

Also, customers are more likely to take and post pictures of items with custom packaging than those without. This is a big deal for marketing your business. User-generated content like this is authentic marketing that builds the credibility of your brand. Don’t underestimate the power of a post. 

If your company invests in custom retail packaging, you can also charge more for the product. Due to the enhanced customer experience, consumers are willing to pay more for the product – because they are getting more than just the product. This is a significant financial benefit for your company.  

Considerations for Selecting Packaging

Next, it’s time to start selecting the packaging that works best for your company. Some factors to consider include the size of items being shipped, content requirements such as barcodes,   and how to best convey your brand image and values.

Knowing these things before you start designing your packaging saves you time and effort, as well as gives you direction as you go through the process.

Where to Start: The Mailer Box

The secret to packaging offering great protection along with the stunning design is the mailer box. A mailer box is a corrugated box used for holding and shipping products. Box Genie’s mailer boxes even have dust flaps to keep your products safe and can be printed on for customization. 

Mailer boxes are versatile enough to be used both for shipping online orders and on the shelves for brick and mortar sales. They are durable to survive transit and stylish enough to sit on the shelves. They come in a wide range of sizes to properly fit all your items neatly and safely.

Sizing Your Mailer Box

Whether you’re shipping your items or putting them out on a shelf, it’s important to use the correct sized box. 

Determine the dimensions of your products, as well as how much additional packing material you will be including. Try out a number of arrangements and sizes to ensure the boxes you purchase are the correct fit and style. 

If you are shipping your items, leave room for two inches of packing material surrounding your product.

How to Pick Your Design

The options are endless for how to design your boxes. However, it is best to stick to the logos, colors, and artwork that best represent your brand to the company. Here are some things to think about as you plan out your box’s design:

Consider the Setting

If your box will be on retail shelves, the design on the outside of the box is more important than the inside, since the customer won’t open the box. Consider including your logo, testimonials from happy customers, and product instructions.

For online orders, the inside of the box is equally as important as the outside, as the customer will see both. Consider personalizing the packing for the customer. 

Consider the Product

Design packaging that compliments what’s inside will stand out to your customer as high quality and well-thought-out. Consider using an image of the product on the packaging or copy about the item that engages the customer.

Consider Content Requirements

Make sure to include in your design any required elements such as barcodes, nutrition facts, and association logos. You don't want to redo your whole design because you forgot to include the barcode.  

Customize Today

Consider taking your company’s retail packaging to the next level. Customizing your packaging is a great way to market your products while still providing them the protection they need. 

No more plain brown cardboard boxes – It’s time to start dreaming of all that your packaging can be. Visit Box Genie for more packaging advice.



  1. How Product Packaging Affects Brand Perception | BusinessLoad  
  2. Most Americans Say That the Design of a Product’s Packaging Often Influences Their Purchase Decisions | Ipsos 
  3. The Ultimate Guide to User Generated Content |

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Megan D., CEO at SSBD

“They can’t be beat for price, speed, and quality. We trust them with all our packaging needs!”

Megan D., CEO at SSBD

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