What’s the first thing most people see when they see your product on a shelf, or find it sitting on their doorstep? It’s likely a box.
A box is often your first chance to make an impression.
You may have a product that blows the competition away, but if it’s packaged in a lousy box, people may not bother to have a closer look. Put those same items in a quality box and they’ll get noticed.
Fortunately, coming up with a quality box isn’t rocket science. And it doesn’t have to break the bank.
Here are six important elements all quality boxes have in common:
1. They’re Sturdy
Alright, if you could only pick one job your box must perform, it’s to get your goods to your customers intact and in good working order.
Protecting your products is essential – especially if it’s a shipping box.
Of course, a lot is going to depend on what you’re shipping. Is your item heavy or fragile? How much does it weigh? How are your boxes going to be stored and shipped?
But no matter what you’re shipping, make sure your box is up to the task.
All you have to do is check out some reviews of various products. If a box arrives looking like an elephant stomped on it – it gets mentioned, and that usually means an unfavorable review – even if the item somehow arrives intact.
Bottom line: A bashed in box is not a good look.
And that’s just a dented box. Imagine the response if your goods arrive damaged.
Now, a lot is out of your hands once you entrust your boxes to a shipping company, but there are some steps you can take to improve their durability.
Here are some ways to beef up your box strength:
Corrugated boxes come in all kinds of thicknesses. You can get single, double, or even triple-wall board. Triple wall board is the most expensive, so you’ll need to justify the price.
Pay attention to how you pack your items. If there’s a lot of extra space in your box it will be easier to crush. Pick a box that fits your goods.
Think about the conditions of where your boxes are stored. Variables like dampness and even dryness will impact the life of your box.
To figure out if your box will stand up to the elements, you can do your own simple testing, before you hand it off to your shipper.
Many companies perform drop tests that involve dropping a box from a certain height on its various faces, edges, and corners to simulate the potential abuse your box will face during shipping.
2. They Have a Pleasing Design
We’ve discussed the practical side of a quality box, but boxes also need to look good.
Ever see a bold, colorful box and have the urge to buy the product based just on the packaging. I’ve been guilty of that. Presentation counts – even with your box.
You want your box to stand out and make an impression.
A memorable eye-popping design is a great way to promote your brand, draw in new customers and keep existing customers happy.
So, let’s take a closer look at what goes into a quality box design:
Color: Color is one of the easiest ways to invoke a mood. You can go bold with bright vibrant colors, or use soft muted colors for a more sophisticated look. It all depends on the vibe you’re looking for. Graze, a company that sends out snack boxes, went for vibrant colors, such as hot pink and electric blue, that suggest energy.
Eye-catching artwork: You don’t need a full-blown picture of the Mona Lisa on your box to get noticed, but artistic flair can add a little zing to your box. It can be as simple as a chevron stripe or a fewgeometric shapes. Birchbox, a beauty subscription box service, sends out different, beautifully designed boxes each month.
Memorable copy: Humorous or clever copy always gets noticed.
Shape: Now, most of the time your box is going to be a rectangular shape, but sometimes it makes sense to use mix it up a little bit. You may decide to use a different shape to accommodate your product better or to make a statement. Of course, if you need the box to ship items, you’ll want to stick with a tried and true shape like a rectangle or cylinder.
3. They Promote Your Brand
Remember, it’s all about building your brand.
It may be something bold, like a wrap around logo, or maybe something more subdued like a brand color.
Use an unforgettable box with a beautiful design and people will talk –and if you’re really lucky they’ll share pictures of your boxes on their social media channels – and the products inside.
Wowing your customers with a quality box, shouldn’t end with the exterior. You want a cohesive look, so put a little thought into what you’re putting inside the box. Use things like colorful tissue paper or crinkle cut paper to protect your items.
If your budget allows, try cardboard cutouts that fit your products. They’ll give a more finished look and pump up the style value.
Little extras also go a long way. Throw in a few coupons, a small gift or a simple thank you note into your box to give that added personal touch.
5. They’re Not Wasteful
More and more people are making a concerted effort to buy from eco-friendly brands.
A recent Accenture survey found that more than half of respondentswere willing to pay more if the product’s packaging was environmentally friendly.
So, look for boxes that are made from biodegradable or recyclable materials. But don’t think that giving your boxes a simple, earthy look has to be boring.
Not every company ships and sells the exact same size products.
There’s no magic one-size-fits-all box out there. You need to figure out what box size will work for your unique needs. The right size box will protect your items, not waste resources, and will feel as though it was made just for the items housed inside.
Have you ever opened up a giant box only to find one tiny item inside?
It no doubt looked ridiculous and just screamed wastefulness. It certainly doesn’t give off a quality feel – and probably didn’t make you feel like a special customer.
There are countless box options out there – in all shapes and sizes, so there are no excuses. If you need a special size, you can use custom boxes.
Conclusion
A quality box should be both practical and memorable. No small task.
You want a box that’s the right size and protects your products. But, at the same time, you want your box to be eye-catching and stand out from the competition. It should put your brand front and center and invoke positive feelings.
By incorporating the above six elements, you’ll be on your way to finding the perfect box for your products.
Alex Jasin is a Co-Founder and CMO at custom packaging box company, Refine Packaging. Thousands of companies including T-Mobile, Adidas, MetLife, Pandora, Marriott Hotels, and small businesses nationwide choose Refine Packaging for their custom boxes and wholesale product packaging needs. Recognized as a published thought leader by Dieline, Business Insider, and Entrepreneur, Jasin works tirelessly to help companies create eye-catching custom shipping boxes that stand out from the crowd. Jasin also serves as a consultant for a Blackstone-backed digital marketing agency in New York, where he works with Fortune 500 clients such as Ferrari, Allstate and Wells Fargo.
Alex Jasin
Erica Campbell
Amanda Jane Rivera
Asif Muhammad
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