When new client's approach our packaging design agency about designing their packaging, the biggest concern is often the outside. Very understandable because the outside is your brands 'billboard' to potential customers so to speak. Well, spoiler alert this is only one piece of successful packaging design.
Here's a quick summary of what we cover in this article:
Packaging is more than just the outer box—it’s an experience that begins when your customer opens it.
Thoughtfully designed internal packaging can enhance customer satisfaction, reduce returns, and turn customers into brand evangelists.
Investing in small details like branded inserts, clear setup guides, and protective materials makes a big impact.
Leveraging a packaging design agency ensures your packaging reflects your brand values and delivers measurable results.
For brands looking to create lasting connections with their customers, thoughtful internal packaging design is not a “nice-to-have”—it’s a necessity. Let’s explore why the inside of your packaging matters just as much as the outside and how a packaging design agency can help you elevate your game.
As a Packaging Design Agency: Here's Why the Inside of Packaging Matters
When it comes to packaging, first impressions matter. A product that looks stunning on the shelf or screen has a higher chance of capturing attention and driving sales. But while the outer packaging serves as the "billboard" that draws customers in, the real magic happens inside the box.
The real customer experience starts when they open the box.
Customer Experience Begins Inside
A purchase doesn’t end when the product is in the cart—it continues the moment your customer opens the box. Packaging elements like instruction manuals, setup guides, or even protective inserts contribute to the user experience. If done poorly, they can frustrate customers and lead to negative reviews.
Thoughtfully designed internal packaging shows customers that your brand pays attention to every detail, reinforcing their confidence in their purchase.
The Rise of Unboxing Culture
Social media has amplified the importance of unboxing experiences. Whether your product ends up in a YouTube video or an Instagram story, poorly designed internal packaging is a missed opportunity to impress not just your customer, but thousands of potential customers watching online.
Stunning internal packaging turns your product into an experience that customers can’t wait to share.
It’s a Brand Storytelling Opportunity
The inside of your packaging is prime real estate for reinforcing your brand values and telling a story. Whether it’s through creative copy, branded inserts, or an intuitive design, the inside of your packaging is an extension of your brand’s voice.
A cohesive inside-out experience makes your product more memorable and increases the likelihood of repeat purchases.
Amazon Reviews Don’t Lie
Need convincing? Look no further than Amazon reviews. Customers regularly praise or complain about packaging, especially for high-value items. Scratched products due to poor internal protection or confusing setups from missing instructions are common pain points that could have been avoided with better packaging design.
Actionable Ways to Improve Internal Packaging
Here’s how to make your internal packaging just as compelling as the outside:
1. Invest in Branded Inserts
What to Do: Include branded thank-you notes, product care instructions, or even small surprise gifts.
Why It Matters: These small touches make customers feel valued and enhance their perception of your brand. A personal note or freebie can leave a lasting impression.
2. Simplify Setup Guides
What to Do: Put your self in the customers shoes, you're an expert, they're not. Create intuitive, easy-to-read setup or instruction guides with clear visuals. Avoid jargon or unnecessary complexity.
Why It Matters: Clear instructions reduce frustration, improve customer satisfaction, and minimize returns or negative reviews.
❌ Pro Tip: Always avoid using factory supplied instructions or product guides.
3. Use Protective Materials with Purpose
What to Do: Replace generic bubble wrap with eco-friendly and branded protective materials, such as custom tissue paper, die cut inserts, or molded pulp.
Why It Matters: Protective materials that are thoughtfully designed show customers you care about sustainability and their unboxing experience.
💡 Pro Tip: If you're an ecomm brand shipping variable products inside the same box, custom branded tissue paper is a cost-effective way to avoid basic materials like bubble wrap or shred.
4. Incorporate QR Codes for Digital Engagement
What to Do: Add QR codes linking to setup videos, exclusive content, or product care tips.
Why It Matters: It provides added value, connects your brand digitally, and enhances the overall customer experience.
5. Design for Social Media Sharing
What to Do: Include bold, visually striking internal elements, such as unique patterns, slogans, or product reveals.
Why It Matters: Eye-catching internal designs increase the likelihood of your product being shared on social media, amplifying brand exposure.
6. Test the Unboxing Experience
What to Do: Have a focus group or your team test the packaging experience, from opening the box to using the product. Note any friction points or areas for improvement.
Why It Matters: Ensures your packaging delivers a seamless and delightful experience for customers.
7. Prioritize Sustainability
What to Do: Use recycled, compostable, or reusable materials for internal packaging components. Highlight this commitment with messaging inside the box.
Why It Matters: Today’s consumers are more eco-conscious than ever. Sustainable packaging aligns your brand with customer values and builds loyalty.
Why Hire a Packaging Design Agency for This?
Creating a cohesive, impactful packaging experience inside and out requires expertise. A packaging design agency can:
Strategize Holistically: Ensure your packaging reflects your brand’s story, values, and functionality from the inside out.
Innovate Creatively: Develop unique designs that stand out on shelves and wow customers when unboxed.
Optimize for Efficiency: Balance creative ideas with cost-effective, practical solutions for manufacturing and logistics.
Whether you’re an emerging brand or an established name, partnering with a packaging design agency can help you deliver a packaging experience that converts casual buyers into loyal fans.
Ready to Make You're Packaging Award Worthy?
When it comes to packaging, the inside matters just as much as the outside. By prioritizing the full customer experience, you’ll create packaging that’s not only functional and visually stunning but also memorable and impactful.
Ready to take your packaging to the next level? Partner with a packaging design agency that understands the big picture—and all the small details that make it work.
