Packaging design for e-commerce products: a complete guide

Have you ever gotten an online order where the product was good but the packaging was bad? Or took off a beautifully wrapped parcel and connected with the brand right away? This is the strength of e-commerce packing design. It's not just a box or mailer for online brands. It ensures product protection, conveys the brand, and establishes the initial point of contact between the customer and the business.

What is e-commerce packaging design?

E-commerce packaging design is the workflow and design of packaging products for presentation and protection of products sold online. Online product packaging is different from traditional retail packaging in that it must endure the storage, handling, sorting, and transporting until it reaches the customer. The design should consider its aesthetic appearance, strength, functionality, and cost.

Therefore, what constitutes good e-commerce packaging? Literally, it needs to protect the product, stand out to make the brand recognizable, and provide the customer with a positive experience upon opening the package.

Why is packaging important to online brands?

Suppose two customers are ordering the same kind of product. One gets a broken product in a bigger than standard box that isn't properly closed. The other is given a package that is securely sealed, well labeled, and carefully unboxed. Which brand do you think will stick in the consumer's mind more?

The solution is easy to find. Packaging impacts customers' perception of the quality and professionalism of a business. Packaging is also an important aspect of the overall brand experience for online brands, where consumers can't physically touch the product before they buy it. Packaging is also Shopify's designation of a protective and branding function for e-commerce businesses.

Let's face it, the e-commerce packaging has a job to do before it has a promotional job to do. No attractive design can make up for the customer's experience if the product doesn't reach the customer safely.

Do not design for the product; design for the journey!

Ever thought about how your product is getting to the customer?

A package can travel through a multitude of handling points, warehouses, sorting centers, and delivery vehicles before it arrives at the customer. Hence, shipping packaging must be created in line with the precise shipping trip. Proper box size, protective materials, form, and closure can minimize any movement and damage during transport. Right-sizing can also help limit overordering of materials and material volume shipped.

This is where packaging design transcends graphic design. The visual identity should work in harmony with the structure, material, and functionality.

Make your brand recognisable

Then ask yourself: would the customers recognize your packaging if your logo were removed?

Boxes, mailers, labels, inserts, and product packs can all be made to have a consistent visual identity through use of color, typography, graphics, patterns, and brand elements. For e-commerce businesses, consistency is especially crucial, as customers can find a brand on Instagram, an online marketplace, the brand's website, and then finally the package.

All these touchpoints are well linked by a robust packaging system. Your packaging needs to be consistent with your website and social media and not look like it's a different entity altogether.

What about the unboxing experience?

Why do customers unbox videos? Because the unsealing of a package can be an experience all by itself.

The right online product packaging can make for a moment of anticipation and discovery. Making the delivery more personal with simple details like a branded inner box, thank-you card, product information, or carefully arranged contents can make all the difference.

However, is good packaging costly? Not necessarily. It is possible to make an impact without all the frills or materials being unnecessary and expensive, with a thoughtful design. The aim should be to make the customer think that the package is made specifically for the product and brand.

But is e-commerce packaging sustainable?

Sustainability is becoming an important consideration in packaging decisions. It's not enough to include terms like “eco-friendly” to make packaging sustainable.

Sustainability claims need to be used correctly: There are various terms that refer to different characteristics of materials and their end-of-life, such as "recyclable," "biodegradable," and "compostable."

Appropriate quantities of material and the elimination of unnecessary packaging, combined with appropriate recyclables and responsibly sourced materials, can have more meaning than the addition of excessive decorative elements.

Common e-commerce packaging errors

Do you want your packaging to be bigger than your product? Are any parts of the product moving inside the box? Do important information items not read easily? If the packaging isn't exactly the same as your brand, does it stand out completely?

These are typical areas that brands need to consider prior to finalizing the packaging. Too large a package consumes too much material and shipping volume, and not enough protection can result in damage to products. The points of product, customer, logistics, and brand are taken together when creating good e-commerce packaging design.

Create a successful brand packaging design

E-commerce packaging is the crossover of design and function. It must keep the product safe, build the brand, and ensure a good user experience from the moment it arrives.

We think of packaging as a whole brand communication in Brands N' Codes. Being one of the best package design companies in India, we design packaging that helps brands establish a package that performs well during shipping and post-shipping, along with carrying its visual identity and customer experience.

The packaging when it delivers your product to your customer is not only protecting your product. It's also being an introduction to your brand.