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5 Ways to Improve Your Custom Packaging

When creating custom packaging, it can be easy to get carried away with unique designs and concepts, but that doesn’t always provide the end-user with a great experience. Creating custom packaging should always consider how the packaging will be viewed by the end-user, how it will open, and if it will ultimately add to the product experience.

For successful packaging to boost brand appearance and have an element uniqueness, it’s important to keep practicality in mind. Practical doesn’t need to be boring!

Think customer first

Whether you’re creating shelf-ready packaging or more intimate packaging such as subscription packaging, it’s important to consider how the customer is feeling when interacting with the product.

With shelf-ready packaging, it’s about vibrant brand colours and adding to the product packaging. With thousands of products on retail shelves, it’s a competitive space that is often difficult to catch the attention of the target customer.

A slightly different approach needs to be taken into consideration with subscription packaging, as the experience is more intimate in several ways. Subscriptions and postal packaging must be:

  • Cost-efficient (the business costs of postal boxes going slightly over the Royal Mail sizing bands could eat into a chunk of the profits)
  • Ease of opening the packaging box
  • The design & branding of the cardboard packaging box
  • Product protection

Here are some unique examples that we have produced:

Product protection

Whether it be transit, shelf-ready or subscription packaging, product protection is crucial. Determining the diameters and weight of the product is an important starting point for determining the material grade suitable to provide adequate protection. In the long run, the cost of investing in a higher grade material far outweighs the cost of replacing products that have been damaged in transit.

Easy to open

This typically applies and is important for on-shelf packaging. Supermarket staff want to get products on the shelf as quickly as possible and this means that you need to ensure this is an easy process so that your packaging isn’t damaged during the opening process.

Various options are available for the best on shelf experience, but it ultimately depends on the space available, so it’s always worth checking (see options below):

Cost efficiencies

Considering both pallet dimensions and typical Royal Mail shipping costs can play a huge part in operating at much higher profits. It might seem quite trivial but optimising your packaging to take up less space means larger profits for the business.

It’s important to understand the pallet dimensions of your chosen distribution company, and if you’re operating an online business that requires you to deliver your products to the customer’s door, here’s a small breakdown to shine a light on the significant impact packaging dimensions can have.

Royal Mail First Class Service

Maximum sizes:
Small Parcel Size: 450 x 350 x 160mm
Medium Parcel Size: 610 x 460 x 460mm

Of course, these are maximum sizes available, but if you created packaging that measured 452 x 350 x 165mm, just slightly over the small parcel dimensions at the weight of 2kg, posting 20 parcels a day would cost an extra £69 per day, equating to £19,000 per year.


As the awareness of sustainable packaging grows, many customers are committed to reducing their use of plastics, opening the door for corrugated cardboard. Whilst its always been a popular material for producing unique custom packaging, better technologies such as flexographic printing has opened up greater possibilities over the years.

Sustainability and the awareness around it is rapidly growing, and customers look for businesses that pride themselves in their minimal impact on the environment, and that includes the partnerships they form with suppliers.

If you would like to discuss your next custom packaging project, please get in touch with our team who would be more than happy to help.

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