How Much Does Packaging Really Matter?

It’s easy to overlook packaging as just a box—but in 2025, that box could be the difference between a one-time customer and a loyal advocate. From branding and unboxing to environmental impact and emotional response, packaging plays a vital role in today’s consumer journey.

So how much does packaging really mean to people—and to your business? The answer is: more than you might think.

1. It’s Your First Physical Impression

Packaging is often the first tangible touchpoint a customer has with your brand. Whether it arrives on a doorstep or is picked off a shelf, the look, feel, and structure of your packaging instantly communicate your brand’s personality and values.

2. It Influences Buying Decisions

According to industry studies, 72% of consumers say packaging design influences their purchasing decisions. Clean layouts, eco-friendly messaging, and thoughtful presentation show customers that you care about the product—and about them.

In retail, packaging can directly impact shelf appeal. Online, it shapes the post-purchase experience. In either case, good packaging builds trust and drives repeat sales.

3. It Fuels Social Sharing and Brand Buzz

Think of all the unboxing videos on YouTube and TikTok. When your packaging delights and surprises, it becomes content worth sharing. This user-generated content builds organic exposure and strengthens brand reputation in a way paid ads never could.

• Include a card inviting customers to tag your brand
• Use branded hashtags or QR codes
• Offer visually interesting interior packaging to inspire sharing

4. It Reflects Your Sustainability Values

More than ever, customers want packaging that reflects environmental responsibility. A growing number of buyers are willing to pay more for brands that use recyclable, compostable, or minimal materials.

Using sustainable packaging—such as FSC®-certified paper, water-based inks, and paper-based void fill—sends a clear message: your brand cares about the planet, not just the profit.

5. It Adds Perceived Product Value

Great packaging enhances the perceived value of your product. A $20 product in a luxury-feeling box might be seen as a $40 item simply because of how it’s presented. The weight, material quality, and inner design all contribute to the sense of quality.

In short: thoughtful packaging turns commodities into experiences.

6. It’s a Brand Memory

People remember how something made them feel. A branded sticker, a clever message inside the lid, or a personalized note can stick with someone long after they’ve used the product.

This emotional imprint builds loyalty—and loyalty builds repeat business.

Final Thoughts

So how much does packaging really matter? The answer: it’s everything. Packaging bridges the gap between product and person. It shapes perception, fosters trust, tells your story, and becomes a powerful part of the customer experience.

At Imperial Paper, we design packaging that does more than ship safely—it speaks, surprises, and inspires. Whether you’re launching a new brand or refreshing your look, we’ll help you create packaging that delivers more than just a product.

📞 Talk to our packaging experts or browse our eco-friendly, customizable packaging to elevate your customer experience today.