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How Important Is Packaging In Marketing a Product 

  • 13th April 2022
  • 7 min read

It’s fair to say that COVID-19 has changed the packaging landscape for several industries. As hundreds of people flocked online to replace physical events and needs with virtual substitution, brick and mortar retailers had to quickly adapt to selling products online in order to stay in business. Additionally, eCommerce companies that had an already robust strategy were inundated with more orders than they could keep up with. 

For example, sports equipment brand Peloton’s global membership base hit 3.1 million at the end of June, and sales of bikes and treadmills soared as people opted for home exercise classes after gyms were closed across the country. 

Find out the latest trends in eCommerce and retail packaging.

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But what’s all this got to do with packaging? As online orders increased, the demand for consumer and healthcare packaging materials increased tenfold

Retail companies that didn’t offer online delivery had to implement a delivery service and source packaging materials at breakneck speed in order to generate sales and stay in business. 

And the reality is that every single product a business sells needs packaging, and that packaging should do so much more than just protect a product as it moves through the supply chain.

The importance of high quality, sustainable packaging 

If a business is trying to cut corners when it comes to packaging, it could cost more money in the long run. From failing to comply with the UK’s plastic packaging tax, to receiving complaints due to poorly packaged and damaged products, low quality and cheap packaging will have a detrimental impact on brand reputation and bottom line. 

The same goes for companies who aren’t doing their bit to reduce the impact of their packaging on the planet. 

With 73% of UK consumers stating they wanted to be more sustainable last year (One Stop Green Report), if retailers and eCommerce business owners don’t start to embody sustainability and incorporate carbon neutral packaging, they risk being left behind. 

Social media’s impact on sustainability packaging

Social media channels such as Instagram, Twitter, Facebook and Reddit add even more fuel to the sustainability fire. Whilst these platforms give brands the opportunity to engage with their customers, people aren’t scared to call companies out and demand more from them. Countless retailers have been accused of greenwashing, including Nike, H&M and Primark. 

This sustainability message needs to start with your packaging process and become part of your brand’s values and messaging. When carbon neutrality and sustainability is incorporated into a company’s brand values, it becomes part of their culture. Everything they do and their customers do has an impact.

Make experiential packaging part of your brand 

Further adding to this, business owners should think about the experience they want their customers to have from the moment they receive the product. How a product is packaged is almost as important as the material it’s packaged in, as it communicates your brand’s values and messaging. 

According to The Paperworker:,

  • 52% of customers said they would likely buy from a business again if they receive products in premium packaging.
  • 90% of customers will reuse their product packaging boxes and bags where possible.  
  • 40% would post a photo of packaging on social media if it is interesting.

The importance of branding

Packaging is the first part of the product a customer will see, so it is vital that it captures people’s attention and builds brand recognition and consistency.  

Whether it is a beauty product, meal kit subscription or piece of gardening equipment, an eCommerce business’s packaging must elicit the customer to think beyond its product, and what the brand stands for. 

When eCommerce and retail businesses treat packaging as a communication channel, they can deliver exceptional levels of customer service. 

Is this brand eco-friendly and working towards a net zero future? Or is this brand steeped in history and heritage? Can the consumer get a taste of the company’s core values and messaging? 

Whilst this is a lot of information to get onto packaging (especially for smaller items) there are ways around this. From using labels to offer product information and descriptions, to having hand drawn illustrations or QR codes that customers can scan to find out more about a company, the possibilities are endless. 

The renaissance of unboxing videos 

The unboxing experience plays a huge part in a company’s overall customer experience. 

We’re seeing a re-emergence of unboxing videos appear on social channels, with communities and influencers sharing unboxing videos of products they’ve purchased. The hashtag #unboxing has over 31.2B views on TikTok and over 2,900,00 posts on Instagram. 

There’s also been a rise in content from small independent Etsy sellers who are sharing satisfying videos of them packing customer orders, complete with tissue paper, custom thank you cards stickers and ticking those with visual ASMR (autonomous sensory meridian response) boxes. This is something eCommerce companies, no matter how big or small can learn from. There’s also the added bonus of user generated content that can be incorporated into marketing campaigns.

Jack Daniel’s 

Jack Daniel’s whiskey company took their marketing to the next level by incorporating virtual tours on the sleeve of their bottles. All the customer has to do is download the Jack Daniel’s Augmented Reality app, scan the bottle and they’ll get a virtual tour of the distillery. 

It’s a great way to offer a truly unique customer experience by incorporating technology into physical product packaging.


Tech conglomerate Apple is at the forefront of companies who offer superior packaging experiences. Their packaging is as attractive and minimalist as the device or accessories inside the box. With clean corners and edges, minimalist white and muted greys, their packaging is clean, uncomplicated and fuss-free, creating an exceptional sensory experience.

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The benefits of a product packaging strategy

  • Attracts more sales
  • Builds brand reputation and awareness
  • Protects the product
  • Offers great user generated content 
  • Sets brands apart from competitors 
  • Gives companies a chance to explore sustainable avenues of packaging 

At Titan Packaging, we know just how important packaging is for the success of a product and company. Packaging should never be an afterthought, and should be treated as a marketing asset. We’ve worked with some leading brands across the globe and understand that the most successful packaging is created when production, design, brand and communications work together. 

If you want advice on how to effectively package your products and ensure the materials and processes you use are sustainable, get in touch with the packaging consultants at Titan today.

Written by: Samantha Hanson Procurement Director

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