Endless Marketing through Packaging Strategies

Customized packaging boxes enable your marketing team to highlight key product attributes, qualifiers, and brand images to capture strategic value. Custom packaging is a significant issue from a strategic perspective, with positive effects ranging from the first impression to environmental policy to cost-cutting. Well-designed custom apparel boxes and varying apparel box sizes have the potential to decrease costs, increase your brand’s revenues, and maintain alignment with environmental legislation and policies.

Packaging Strategies

From the marketing and branding perspective, packaging strategies can significantly impact brand recognition, expectations management, brand awareness, and as a conduit of information between the brand and consumers. The Legacy Printing believes that marketing, branding, and packaging must align on value proposition, messaging, and communication to accomplish the following:

Value Proposition

According to The Legacy Printing, the primary purpose of custom packaging from a marketing perspective is to underscore why the consumers can purchase a given product. This can be extremely simple, such as a description of what the product is. It can also be emotional, communicating what your product stands for. For example, an informed consumer wants to buy locally sourced food. The packaging company believes that a smart marketing strategy for organizations focused on local production can highlight this in big letters on the packaging box.

Brand Recognition

Another important purpose of customized packaging boxes for marketers is the capacity for building recognition of the brand. When you come across a red soda can with cursive writing, you immediately associate it with Coca-Cola. This is strategic on behalf of the brand. It builds recognition, which usually leads to loyalty.

Labels on custom boxes serve to capture the consumers’ attention. The use of catchy lines and words may cause the customers to stop and evaluate your product. The label is most likely the first thing new consumers see. Therefore, it is known to offer the product’s first impression.

Labels are Descriptive

A label is a product’s information carrier. The attached label provides consumers with information to aid their purchase decision or help improve the experience of using the product. Labels can be made for varying apparel box sizes which x include:

  • Care and use of the product
  • User instructions or suggestions
  • Product information
  • Product guarantees
  • Manufacturer name and address
  • Weight statements
  • Sell by date and expiration dates
  • Warnings

Symbols Used in Labels

Many types of symbols for customized package labeling are nationally and internationally standardized. For consumer packaging, symbols exist for product trademarks, certifications, and proof of purchase. Some symbols exist to communicate aspects of consumer use and safety. For instance, environmental and recycling symbols include the recycling symbol, the resin identification code, and the “green dot.”

Labeling Laws

In some countries, many products are required by law to contain labels such as ingredients, usage warning information, or nutritional information (FDA). For instance, a law label is a legally required label or tag on items describing the filling and fabric regulating the United States upholstery, mattress, and stuffed article industry. The purpose is to inform the consumers of the hidden contents or “filling materials” inside furniture and bedding products.

Laws requiring these tags are passed in the United States to inform consumers whether the stuffed article contains new or recycled materials. According to the law, the recycling logo needs to be displayed on the label. The FPLA (Fair Packaging and Labeling Act) is a law that applies to labels on many consumer products. These labels state the product’s identity, the company that manufactures it, and the net quantity of contents.

Product Warranties

Product warranty is another informational element of the custom packaging design. Support services, like product warranties, are a great way to distinguish itself from its competitors. Behind every product and item is a series of supporting services, like warranties and money-back guarantees. In many cases, such services can be as important as the product itself. In fact, at times, it isn’t easy to separate the associated services from the product features.

The custom boxes are used to mitigate the risks of a malfunctioning product or the chance of making a wrong purchase regarding misinformation about a product. There are several durable products, retail stores, and even service products for which warranties are expected. These warranties can provide a wide range of restitution, with a limited warranty on one end of the continuum and extended warranties on the other.

Money-back guarantee: Write these three magic words on your packaging box, and your

product instantly becomes consumers’ first choice. The ultimate warranty is the money-back guarantee, which is also known as a “satisfaction guarantee.” Essentially, it is a simple guarantee that a refund will be made if your consumer is not satisfied with a product. To the consumers, a money-back guarantee reduces risk almost totally. Therefore, it becomes a core packaging informational element and a part of your branding and marketing strategy.

Brand Awareness

It is slightly different than brand recognition. Building brand awareness is all about leaving the best first impression and the opportunity to be memorable in consumers’ minds. Creating custom size gift boxes will draw the attention of a consumer and will increase the brand’s ability to convert the consumer both in this instance and later. Consumers’ attention is a much-desired commodity for brands and sellers. Custom boxes are an opportunity to accomplish this.


A key component of effective branding and marketing is to ensure that the consumers get what they expect. This way, the consumers’ association is positive when considering the organization, relative to what they had expected. Custom size gift boxes allow for simple strategies in this regard. For instance, the package states that batteries are not included or that the given accessory is not compatible with certain smartphones.


Another interesting and useful strategy within custom packaging is co-branding. Simply put, sellers and brands often collaborate and can benefit from sharing this collaboration. Ben and Jerry’s ice cream uses many different ingredients, many of which may be another organization’s brand. For example, Heath bar in Ben and Jerry’s can be co-branded on the packaging.

Symbols and Icons

Custom boxes visually represent your product and can benefit from established and trustworthy markings of particular attributes. For instance, a 100% organic symbol on a cosmetic box can indicate to the consumer that an external third party verified and approved the cosmetics manufacturer’s production process. Using recognizable icons and symbols on custom boxes can build trust between the brand and the consumer.