Small Business Packaging Inspirations For 2024

Think about the last time you went to IKEA. It's not just a place to buy stuff for your house; it's where you see how smart packaging can be. IKEA shows us that packaging isn't just about wrapping things up — it's a big part of what they do. Their furniture comes in flat boxes that save space. Imagine how little air they move around compared to other furniture companies! 

And those big blue bags? You can use them for all sorts of things long after you've brought your stuff home. I use mine for laundry. They’ve lasted forever, and everyone who sees them knows exactly where they came from. This is IKEA magic: Turning simple packaging into something special and useful.

In a world where everyone is trying to grab customers' attention, unique packaging is more important than ever. Think about it — when you're scrolling online or walking through a store, what catches your eye? It's often something different, something you haven't seen before. That's the power of packaging. It makes your product stand out in a sea of sameness. 

In this article, we're going to share real-life inspiration for cool packaging ideas that can make your deliveries something people get excited about. Whether you're a startup selling out of your garage, or a more established company, these tips will help you think of packaging in a new way. It's not just about sending things safely; it's about creating an extraordinary customer experience and showing off what makes your business great.

With more people shopping online, the first physical touchpoint they have with your brand may be when your product arrives at their door. That's the moment for small business owners to shine. By making your packaging unique, you're not just sending a product; you're delivering an experience. This can turn a one-time buyer into a loyal fan who's excited to see what you'll send them next. Or, like IKEA, put something in their home that will tell everybody else where they shop.

Top small business packaging ideas

1. Use packaging to build brand identity

Packaging is more than just a container. It's a reflection of what you stand for, and can significantly influence how customers perceive your brand. Packaging that’s aligned with brand values not only strengthens a brand's identity, but also builds customer trust and loyalty. It's a clear message that you're not just selling a product; you're offering a promise, a set of values, and an experience that starts the moment they hold your package in their hands.

There are numbers to back this up. A study by Dotcom Distribution found that:

• 49% of online shoppers get more excited about opening a package with premium packaging.
• 40% would be more likely to recommend the product. 

Here are three companies that use their packaging to build their brand identity:

1. Patagonia, a brand committed to environmental sustainability, uses 100% recycled materials for their packaging — including everything from shipping boxes to hang tags. This helps to confirm their dedication to sustainability, and resonates with their eco-conscious customers. 
2. Apple's packaging, with its minimalist design and sleek, clean lines, mirrors the sophisticated high-tech nature of their products. 
3. Lush Cosmetics has made a clear statement that “packaging is rubbish” and is committed to using minimal packaging.

2. Choose packaging that shows your commitment to sustainability 

Consumers are becoming increasingly aware of the environmental impact of their purchases, including the packaging that comes with them. A recent survey by Nielsen and McKinsey showed that 60-70% of US consumers would pay more for sustainable packaging. This shift in consumer behavior underscores the growing demand for sustainable packaging solutions.

Here are four inspiring eco-friendly packaging innovators to learn from:

1. Seventh Generation has a range of zero-waste cleaning products that are packaged in recycled, refillable and recyclable steel canisters. 
2. Dell uses materials like bamboo, mushrooms, and recycled ocean plastics for their packaging, setting a standard in the tech industry for responsible packaging. 
3. Carlsberg is innovating with its reusable beer bottles, introducing a new glass bottle coating that extends the life of returnable bottles. 
4. Rothys packages its shoes in carefully designed boxes that are strong enough to be shipped alone, with no extra packaging. They are recyclable and compostable — and resealable so that even the returns process doesn’t create extra waste.  
5. Hero Packaging makes compostable mailers (including padded pouches), tape and even bubble wrap out of plant-based materials.   

3. Add a personal touch to your packaging

Adding some personalization to your packaging can turn a simple purchase into a memorable experience. And it doesn’t have to be expensive! There are creative ways to add a personal touch to packaging with any budget:

• Low budget: Start simple with handwritten thank-you notes or custom stickers. These small gestures can have a big impact without costing much.
• Medium budget: Use customizable packaging options like boxes or bags that can be printed with different designs or messages depending on the customer or the season. This adds a unique touch without a huge investment. 
• High budget: If you’re targeting the luxury market, consider fully customized packaging solutions. This could include boxes designed to fit your product perfectly, with personalized messages, colors, and designs that reflect the customer's preferences or past purchases.

One great example of personalized packaging is children’s dress company Monday’s Child. Every one of their handmade dresses comes in a box that can be re-used as as a doll’s house. 

On the luxury end, Burberry offers customers the option to personalize their perfume bottles with engraved tags. This service transforms a high-end product into a unique and intimate gift, whether it's for a loved one or a special treat for oneself. 

This approach to packaging not only enhances the customer's emotional connection to the brand but also encourages sharing on social media, further amplifying a brand’s reach and appeal.

Scaling personalized packaging

Scaling personalized packaging as your business grows might seem daunting, but with the right approach, it's entirely possible. One key is using technology to automate the personalization process. For example, Coca-Cola's "Share a Coke" campaign, where bottles were personalized with people's names, used sophisticated printing technology to produce millions of unique labels. This approach allowed Coca-Cola to offer a personalized experience on a massive scale. For smaller businesses, digital printing offers a flexible and cost-effective way to personalize packaging without needing huge runs.

4. Get creative with gifts and packaging inserts

Some brands really know how to make their packages fun to open with cool little gifts. For example, many Etsy sellers include personalized  thank-you notes or small DIY items related to their shop's theme. 

Then there's Book of the Month, which sometimes adds special bookmarks to their boxes. These aren't ordinary bookmarks; they might have questions and ideas for book club discussions right on them, making your reading experience even better.

Other ideas for packaging inserts to put a smile on your customer’s face include:

• Discount cards for future purchases. A QR code that will enable the customer to “bank” the discount on your website makes it even more likely you’ll get a return visit.  
• Free samples of other products. If the customer bought shampoo or face cream, for example, include a free mini lip balm from your own range. If they bought tea, coffee, or food, include a sample of a new flavor. 
• A care guide or tips and tricks sheet. An Etsy seller specializing in handmade jewelry might add a beautifully crafted care card with tips on keeping the pieces shining. If you’re selling garments, consider a card with styling suggestions.  
• Printed gift tags that can be personalized. This is specially useful if you’re selling craft items that your customer might use to make a gift for a loved one. 
• Fun gifts. A packet of seeds, a coaster, a eye-catching bookmark, a fridge magnet that isn’t ugly — the list is as long as your imagination. 
• Donations. What values is your business built on? You could make a donation to a relevant charity for every sale you make, and include a card with a link to the charity in your packages.

Adding these little gifts can be cheaper than you think, and they can make your customers really happy. A printed bookmark, business card or pack of seeds doesn't cost much, but it can make your package feel a lot more special.

When customers get something cool and unexpected, they're more likely to talk about it online, which is great free advertising for you. 

5. Lean into the psychology of color in branding and packaging

Colors do more than just make things look nice; they can also make us feel certain ways and even change our decisions. 

For example, red can make us feel excited or hungry, which is why you see it a lot in food packaging and logos, like McDonald's. Blue, on the other hand, makes us feel safe and calm, which is why banks and tech companies often use it. Choosing the right color for your packaging can help tell your brand's story and connect with customers on an emotional level.

Some of the most well-known corporate colors include:

• Tiffany & Co.: "Tiffany Blue" is so famous that it's officially recognized as a custom color. This light blue shade on their boxes and bags is more than just a color; it represents luxury and high quality. When people see this color, they immediately think of the brand's elegance and exclusivity.
• Coca-Cola: The bright red of Coca-Cola's cans and bottles is instantly recognizable around the world. This color choice taps into feelings of excitement and energy, matching the brand's lively and refreshing image.

Tips for small businesses to create standout packaging

• Know your audience: Think about who your customers are and what colors and designs they might like. This can help you choose a style that will attract their attention.
• Be consistent: Use the same colors and logo on all your packaging and marketing materials. This helps people recognize your brand no matter where they see it.
• Keep it simple: Sometimes, less is more. A simple design with a few strong colors can be more effective than something too busy or complicated.
• Test your ideas: If you can, try out a few different designs and see which one people like the best. This can be a great way to make sure your packaging will stand out.

6. Use your packaging to tell a story

Telling the story of your brand or how your products are made can really make your packaging stand out. This is especially true for handmade or artisan products, or if you're proud of using fair labor practices or sustainable production methods. 

Your packaging is a great place to show what your brand stands for. For instance, if environmental sustainability is a big part of your brand, you can use recycled materials for your packaging and include a short story or message about why this is important to you. Consider both custom packaging and mailers.

Here are two companies that have built storytelling into their packaging with great results:

Patagonia

Patagonia is known for outdoor clothing and gear. Their packaging often includes information about their commitment to the environment, such as using organic cotton or recycled materials. Patagonia used to pack their clothes in a simple way called the "Sushi Roll," but they decided to develop a new, more attractive but still environmentally friendly package that would match the high quality of their clothes. The new design looks like a hexagon, inspired by a climbing tool made by Patagonia's founders. 

The new corrugated boxes are made from 100% recycled paper that can be recycled again. The packaging is designed to lay flat when it's sent to the factory, which means it doesn't take up much space or cost a lot to move. In-store, the packaging can be opened easily so people can see and feel the clothes without messing up the package. It even has a special hook so it can be hung up in the store. 

Bean There

Bean There Coffee Company is a South African Certified Fair Trade coffee roaster. Their packaging goes beyond just holding coffee; it tells the story of their direct fair trade promise. Each bag of coffee features information about the country the beans are sourced from, including Ethiopia, Rwanda, or Tanzania. They highlight the unique flavor profiles of each region and share stories about the farmers and communities they work with.

Bean There's packaging includes QR codes which customers can scan to read more about the coffee's journey from farm to cup. This level of transparency and storytelling educates consumers about the importance of fair trade practices, and also builds a strong emotional connection to the brand. Customers feel they aren't just buying coffee; they're supporting a business that values ethical sourcing and sustainable development.

Other examples of storytelling in packaging

• Dr. Bronner’s Magic Soaps: The packaging of Dr. Bronner’s soaps is covered in tiny text that tells the story of the company's founder and his vision of unity and peace. It's a unique approach that turns every bottle into a conversation piece and deepens the customer's connection to the brand.
• Ben & Jerry’s Ice Cream: Each flavor of Ben & Jerry’s ice cream comes with a fun, quirky description on the packaging that tells a bit of a story, whether it’s about the ingredients, the inspiration behind the flavor, or the company's social mission. This playful storytelling makes buying ice cream feel like an experience and reinforces the brand's values.

Choosing packaging for your small business: Practical considerations

Cost analysis

Packaging can vary widely based on materials, design, and quantity. Generally, companies spend between 10-40% of the product's retail price on packaging. For example, if a product sells for $100, the packaging might cost between $10 and $40. This includes design, materials, production, labor, and shipping. 

Economies of scale play a big role here: ordering in larger quantities usually means lower costs per unit. It's crucial to find a balance that doesn't compromise your product's protection or appeal while keeping costs manageable. Packaging company PackMojo offers an economics lesson, showing how these costs break down and how quantity affects pricing. Both product packaging and mailer boxes are worth considering in detail.

Making your packaging grow with your business

When your business starts to sell more, you need to make sure your packaging can keep up. This means figuring out how to pack and send out more items without messing up or spending too much money. Here's how to do it:

• Choose smart materials and designs: Pick packaging that won't get too expensive when you make more of it. Some packages are made to change sizes easily, which can save you a lot of hassle and cash.
• Work with good suppliers: Find companies that sell packaging materials and can give you a better deal when you order more. This way, as you sell more, you won't have to spend a lot more money.
• Think about how you pack things: Df you're sending out a lot more items, you might want to use machines to help pack. This can make things faster and cut down on how much you spend on paying people to pack.
• Keep your packaging simple but nice: When you're making a lot of products, your packaging should be easy to make but still look good and work well for your customers. This means choosing designs that are easy to make lots of times and that people will like when they get their order.

Fragile! Packaging security and durability

For fragile items, mailers, product boxes and other packaging design must be both secure and sustainable. Traditional plastic packaging can take over 1,000 years to degrade, posing environmental risks. Alternatives like compostable packaging from Cruz Foam or Hero Packaging, made from materials like cassava starch or shellfish waste, offer sturdy yet green solutions. These materials are designed to protect fragile items during transport, while also being biodegradable and recyclable.

Packaging for e-commerce needs some special thought, since shippers have no control over what happens to their packages on the way to the customer. Explorer Research showcases some clever e-commerce adaptations:

• The Tide Eco-Box dispenses laundry detergent with 60% less plastic, in a light, compact box designed for e-commerce with a twist-to-open spout.
• Packamama makes flat wine bottles from 100% post-consumer recycled plastic. This significantly reduces shipping weight and costs, and enables bottles to fit through standard mail slots.

An overview of packaging types

Cardboard boxes

A versatile choice for shipping a wide range of products.

• Pros: Lightweight, easily customizable, recyclable.
• Cons: Not waterproof, can be easily damaged under pressure.
• Suggested uses: Most retail items, electronics, and non-perishable goods.
• Don't use for: Heavy items without internal support, very fragile items without additional padding.

Plastic packaging

Offers excellent protection against moisture and dirt.

• Pros: Durable, waterproof, can be transparent for product visibility.
• Cons: Environmental concerns, difficult to recycle some types.
• Suggested uses: Consumer goods, perishable items, products requiring a moisture barrier.
• Don't use for: Eco-conscious products or brands aiming for a sustainable image.

Glass containers

Ideal for preserving the taste and quality of food and beverages.

• Pros: Non-reactive, reusable, 100% recyclable.
• Cons: Heavy, fragile, higher shipping costs due to weight and need for protective packaging.
• Suggested uses: Food and beverages, cosmetics, premium products.
• Don't use for: Items that require lightweight or unbreakable packaging.

Metal tins and cans

Perfect for long-term preservation of food and some non-food items.

• Pros: Airtight, durable, protects contents from light and air.
• Cons: Can corrode, not transparent, limited shape options.
• Suggested uses: Canned food, some beverages, long-term storage items.
• Don't use for: Products that benefit from visual packaging, items sensitive to metal.

Compostable packaging

A great eco-friendly option that reduces waste.

• Pros: Biodegradable, often made from renewable resources, reduces carbon footprint.
• Cons: Generally more expensive, shorter lifespan, may not be as durable as traditional materials.
• Suggested uses: Organic or green-branded products, short shelf-life items.
• Don't use for: Items requiring long-term storage, heavy or very fragile items without additional support.

Choosing the right packaging for your product 

Your product packaging needs to balance a number of factors: Protection, cost-effectiveness, customer experience, and environmental impact. Consider the nature of your product, your brand values, and the logistics of your delivery method when selecting packaging materials. 

For instance, while glass can increase the perceived value of premium products, the added weight and fragility could increase shipping costs and the risk of damage. On the other hand, compostable packaging can enhance a brand's eco-friendly image — but might not be suitable for all product types or climates. 

Delivery methods also matter. E-commerce retailers might prioritize durable and lightweight packaging to minimize shipping costs and reduce the risk of damage during transit. In contrast, boutique stores offering hand-delivered goods may opt for more decorative or branded packaging that enhances the customer unboxing experience. 

Conclusion

Smart packaging can make a big difference, from making your products stand out to showing off what your brand is all about. Whether it's using cool designs, picking the right materials, or adding a personal touch, packaging is a big deal. It's not just about wrapping up your product; it's about connecting with your customers and taking care of our planet too.

Remember, your packaging tells your story. It can be eco-friendly, super fancy, or simple and sweet. What matters is that it fits what you're selling and what you stand for. And don't forget, changing up your packaging can make shopping more fun for your customers and even help you save money.