In the world of product sales, compelling packaging design that stands out on the shelf has always been a priority. But in today’s digital reality, sometimes there is no shelf—even no store, for that matter.
If you’re among the 83% of global consumers who shop online at least once a month, you know exactly what we’re referring to: eCommerce—the purchasing and selling of physical goods and products via online retail stores.
Retail packaging and eCommerce packaging, while both critically important to product sales, integrity, and brand loyalty, differ significantly in their purpose and design. Product packaging is heavily impacted by its method of purchase (online or offline) and many products today even require two entirely different packaging concepts—one for brick-and-mortar sales and another specifically for online sales.
As you navigate product packaging design for both in-store and online environments, there are many considerations to keep in mind. In this post, we’ll break down some of the differences between retail packaging and eCommerce packaging and offer some relevant considerations for each:
The Purpose of Retail Packaging
Retail packaging is packaging designed to house and display a product within a physical retail environment. Practically speaking, it must be durable, protective, and functional for transport, storage, stocking, and display.
Retail packaging must also have shelf appeal—it must draw and maintain the consumer’s gaze and immediately provide a positive experience, even on a crowded shelf. In many cases, packaging with high shelf appeal may also invite consumers to touch or interact with it in other ways.
Effective retail packaging distinguishes itself from its competitors through the strategic use of design elements (shape, material, texture, color, graphics, layout, etc.), as well as customized finishing elements and embellishments. Ideally, it stands out in its marketplace and resonates with its target audience, organically building brand identity, awareness, recognition, and loyalty that ultimately leads to increased product sales.
The Purpose of eCommerce Packaging
Like retail packaging, eCommerce packaging houses and protects a product within and must provide a positive consumer experience. But there are also some major differences.
Rather than displaying and drawing attention to a product, the primary purpose of effective eCommerce packaging is to ensure that a product arrives intact and undamaged. Ideally, it also provides a comfortable and enjoyable unboxing experience that fosters customer trust and builds brand loyalty. In addition, eCommerce packaging must meet all shipping and logistical requirements.
While minimizing production costs is certainly a goal in retail packaging design, it’s often a significant priority in the eCommerce realm. Online sales and shipping can be an affordable option for companies looking to save on more expensive in-store packaging while still delivering quality products directly into the hands of consumers.
Considering Product Presentation
In brick-and-mortar retail stores, your visual merchandising strategy must take into consideration the various locations and ways that your product may be displayed (e.g. on a shelf, on a stand-alone display, on a rotating carousel, on an entry display, etc.). Your product’s packaging must show off your product to its best advantage no matter how and where it is placed and must effectively draw the eye even in a crowded and competitive environment.
eCommerce packaging, on the other hand, completely bypasses the need to stand out on the shelf. Consumers have already selected your product and are looking for it to be delivered as promised. That being said, eCommerce packaging is the first physical impression an online consumer will have of your brand and product, so it’s still important to make it a good one!
Maintain Packaging Quality for Maximum Shelf Impact
With both retail and eCommerce packaging, the way that your product is handled during transport and shipping is beyond your control. What is well within your control, however, is the integrity and quality of your packaging design. Carefully consider the risks that your product may face on its journey to the consumer and design attractive yet robust packaging accordingly. Your packaging design should arrive at its destination (whether at a retail store or at the home of your customer) undamaged and presentable.
Factors To Consider for Retail Packaging
The following basic factors should be taken into consideration when designing effective retail packaging:
- Aesthetics – How does the packaging look on the shelf? How does it distinguish itself from other similar products? How does it promote your brand?
- Function – Does the packaging adequately protect the product? Is it durable and easy to ship, store, stock, remove from the shelf, and open?
- Materials – Does it resist damage? Are there tactile elements in the packaging design strategy? Is it recyclable?
- Cost – Is your packaging design sustainably affordable for your business?
Factors To Consider for eCommerce Packaging
The following basic factors should be taken into consideration when designing effective eCommerce packaging:
- Protective Packaging – In order to deliver on your promise to the customer, your product must arrive undamaged and in perfect condition. Design your packaging accordingly.
- Enhance Customer Experience – Create a distinctive brand identity and enhanced customer experience with innovative product presentation and a pleasant unboxing experience.
- Materials – Are your eCommerce packaging materials practical? Are they safe and environmentally responsible?
- Cost – Consider how shipping expenses may be impacted by weight, dimensions, and any unnecessary packaging elements.
The Unboxing Experience
The phenomenon of unboxing videos (videos where social media influencers review a product’s branding and packaging, as well as the product itself) underscores the importance of creating an interesting, interactive, and, of course, practical unboxing experience for your customers. While positive unboxing experiences are also important for products purchased in physical settings, unique eCommerce packaging that attracts attention upon delivery could significantly increase the odds of your product becoming a social media sensation.
Choose SupremeX for Unforgettable Custom eCommerce and Retail Packaging Solutions!
At SupremeX, our industry experience and expertise give us a front-line view into the shifting landscape of packaging design in an increasingly digital era. We provide exceptional custom packaging solutions for both retail and eCommerce settings and can offer valuable guidance as you strategize the packaging concept for your latest products.
For more information about our state-of-the-art packaging facilities or to begin your packaging design journey, reach out to us directly today!
