Packaging is one of those things that’s easy to treat as an afterthought until you realize it’s the first physical interaction someone has with our brands. Before they try the product, decide if they’ll reorder, or leave a review… they open the box!
And right now, packaging matters more than ever. Unboxing content continues to dominate platforms like TikTok, and even small brands are getting massive visibility simply because their packaging feels thoughtful, aesthetic, or shareable. It’s all about creating a moment people want to engage with.
I’ve seen this done really well by smaller creators who use packaging as a true differentiator, turning their shops into big brands because of their packaging experience. Like Glossier, whose packaging led the way in many of their viral moments, creating a sales growth machine. Brands aren’t just shipping products any longer. They’re creating an experience, and it’s one we can definitely learn from.
3 Layer Process
If you want to apply this in a way that actually impacts your sales, I’m thinking about it through a the 3-layer packaging process:
1. Outer First Impression (Before It’s Even Opened)
This is what your customer sees first.
Concrete ways to do this:
- Add a printed message on the box, something fun, sweet, or brand-connected to you.
- Use custom tape, stickers, or color so it doesn’t look like a generic shipment.
- Include your brand name or tagline clearly on the outside.
The goal here is to make your packaging feel intentional before it is even opened
2. Inner Delight AKA The Unboxing Moment
This is where most of the emotional impact happens.
Concrete ideas for creating this:
- Use tissue paper, inserts, or layering to make it feel like opening a gift.
- Add a small unexpected detail (confetti, a sample, a printed card).
- Include a clear, well-designed instruction or use a card.
The goal here is to create a moment that feels worth sharing. One fun example of this is a hardware company called Fasco that ships nuts and bolts for construction buildings. I mean, there is nothing fun in that, right? Along with their shipments, they send a handful of tootsie pops in each box. So when the boxes get opened on a construction site, they’ve got some Tootsie Pops to go around. It’s a simple, but magical moment for the brand.
3. Emotional Connection, What They Remember After
This is the piece most people skip, and it’s the one that drives repeat customers.
Concrete ideas you can do:
- Add a short note that tells your story or thanks them personally
- Reinforce your brand values (fun, sustainability, celebration, etc.)
- Invite them into something bigger, like your community, social account, or email list.
The branding goal we are after here is to make our customers feel connected, not just sold to.
Bonus: Turn Your Packaging Into a Review Engine
This is something I’ve tested in my own business, and it works. At Pink Pop Party, I include a QR code inside our packaging that leads to our site and email list. From there, our first follow-up email engages our customers, gives them ideas for using the product, and asks for a review. It is simple, but effective.
Another way to do this, which I plan to try this year, is to include a “Scan here to see how others styled this” type of card with each purchase, providing social proof and engagement for our brand.
Tools to Make This Easier
If you’re starting from scratch or upgrading your packaging, these are two I recommend sites worth looking at to help in this process:
- Packlane, which is great for custom box design and mockups.
- Noissue, strong products for branded, sustainable packaging options.
Both of these make it easier to visualize before you commit, but don’t forget your own supplier in the conversation. They often can create packaging for you that will cost less than doing it separately.
If you want a fresh set of eyes on your packaging, send it my way! Email me here with your current packaging photos, and I’ll send you a specific idea to improve its conversion.