Why Do We Need Packaging? It’s More Than Just “Holding Things”—It’s a Deep Connection Between Brands and UsersBy：BellaBella
"Most e-commerce brands are somewhat misguided when it comes to packaging. They’ll spend thousands of dollars on ads, testing 30 different angles, obsessing over ROAS and CTR—then ship their products in cheap, uninspired boxes. At first glance, it might seem harmless. “It’s just a box; the product is what matters.” But this mindset is exactly what stops you from building an unforgettable brand. Packaging is more than just a container. It’s the first real interaction between your brand and the customer. If it feels cheap, everything else will too. Great packaging can make a massive impact. Take Hermès, for example—unboxing is part of the brand story. People remember it. They instantly associate that iconic orange with Hermès. They’ve built such a powerful brand identity around that color that luxury car companies now even use it in their interiors.This is the key to turning one-time buyers into repeat customers. Quality packaging makes people excited to order again. So if you still see packaging as a cost, you’re not “saving money.” You’re just holding your own brand back."
The “First Line of Defense” for Products
Protecting products to ensure they reach customers safely is packaging’s most fundamental and critical function.
Good packaging is designed with protective solutions tailored to product characteristics: cushioning materials for fragile items, waterproof materials to block moisture, and sealing techniques to maintain freshness. It acts as a “security guard,” preventing negative reviews from shipping damage and reducing after-sales costs for brands—without this protection, even the highest-quality products could “fail before arrival.”
A Brand’s “First Greeting”
For users, the moment they open a package is their “first real interaction” with a brand. In e-commerce, where customers can’t touch products in person, packaging becomes the “spokesperson” for a brand’s quality: a rough, blurry carton makes users think, “This brand doesn’t care”
Like Hermès’ orange boxes or Apple’s minimalist white packaging, they’ve transcended their “container” role to become central to the “unboxing experience.” Users actively buy and share because they anticipate this “greeting”—an experience the product alone can’t replicate.
A Symbol to “Make Users Remember You”
In a crowded market, packaging is the most visible “brand symbol.” Coca-Cola’s red labels and Starbucks’ green sleeves create “visual associations” in users’ minds through unique colors and designs—next time they see similar elements, they’ll automatically link them to the brand.
For small and medium brands, packaging is also a low-cost “promotional tool”: print logos or playful copy, and when users reuse eco-bags or share gift boxes, they become “free promoters.” This “passive exposure” feels more natural than hard ads and is easier to accept.
A Hidden Driver of Repeat Purchases
Quality packaging subtly boosts repeat purchases by making users feel “valued”: convenient pumps on skincare packaging, moisture-proof zippers on snacks, or reusable storage boxes—these details become “positive memories.” Next time users need similar products, they’ll first think of “that brand with thoughtful packaging.”
Conversely, cheap, cumbersome packaging—even for good products—might make users switch to competitors to “avoid the hassle.”
A Messenger of Environmental Responsibility
Today, “sustainability” is a key consumer trend, and packaging directly reflects a brand’s commitment to this value. Using biodegradable materials, recycled paper, or minimalist designs to reduce waste makes users perceive the brand as “socially responsible,” fostering emotional connection. Conversely, sticking with non-biodegradable plastics or excessive packaging not only sparks backlash but may also risk regulatory issues.
Packaging serves as a product’s defense, a brand’s greeting, an identifier, a driver of repeat sales, and a symbol of environmental responsibility. Many brands see it as an “extra cost,” but overlook how shoddy packaging subtly erodes brand value—whereas thoughtful packaging is an investment in long-term brand growth. It turns products from “purchased items” into “memorable experiences,” and one-time transactions into “lasting connections.”