When a company is designing product packaging, what should be considered first? Some may think it’s the design, while others might prioritize the structure, material, style, or appearance. Many people will focus on price and production costs. However, if a company wants to create a product packaging box that enhances marketing and premium value while saving on unnecessary production costs, the first thing to consider is its functionality.

The functionality and purpose of a product packaging box can be broadly divided into four main categories:

1.Storage and Transportation Packaging

This type of packaging is primarily made from materials like corrugated paper, kraft paper, carton board, or greyboard, and can come in different categories and qualities such as double-layer, triple-layer, reinforced, or ABC grade. To ensure safe storage and transportation, in addition to the packaging box itself, internal support like foam or EVA inserts and protective outer layers like bubble wrap or air cushions are also essential. When procuring storage packaging, companies should focus on practicality and low cost while ensuring it meets storage and transportation protection needs. Quality shouldn’t be compromised, especially for brands that emphasize image, as even the smallest detail impacts the overall customer experience.

2.Sales Packaging

Also called marketing packaging, this type not only serves the purpose of protecting the product during storage and transportation but also elevates the product’s status, enhances the consumer’s experience, and promotes sales and profit. The materials used in sales packaging are typically higher-end and more refined than those in storage packaging. Premium materials like specialty papers, imported papers, textured papers, and high-end inserts, along with special production techniques, are commonly used. To successfully design sales packaging, companies should begin with comprehensive planning, including structure, visuals, materials, and production techniques. During production, the use of materials and quality control is equally important.

3.Display and E-commerce Packaging

Traditionally, packaging focused on its display effect, asking: can it stand out on crowded supermarket shelves, grab consumer attention, and drive sales? With the rise of e-commerce, many products no longer need to be displayed in stores but are sold directly through online channels. This shift has led to the emergence of e-commerce packaging. Before designing packaging, companies must analyze the main sales channels—whether through e-commerce or traditional retail—and create different packaging strategies accordingly. Display packaging should emphasize its shelf appeal and ability to attract attention, while e-commerce packaging should focus on the consumer’s first impression when receiving the product. A well-designed e-commerce packaging box not only influences the customer’s perception of the product and brand but can also encourage them to share their unboxing experience on social media, offering free promotion and enhancing word-of-mouth marketing.

4.Gift and FMCG Packaging

In addition to display and e-commerce packaging, there is another category: gift packaging. Some products, especially those used for business gifts, souvenirs, or high-value items, require this type of packaging. Gift packaging differs from fast-moving consumer goods (FMCG) packaging in three main ways: (1) the price and quality are typically higher; (2) the production volume is usually lower; and (3) these products are mainly purchased as gifts. Gift packaging emphasizes convenience for the giver and a high-quality experience for the receiver, ultimately fostering stronger relationships and brand recognition.

5.Rational vs. Emotional Packaging

Packaging is also categorized by industry. In rational industries (e.g., pharmaceuticals, appliances, hardware), consumer decisions are based primarily on product attributes and functions, so packaging aesthetics play a smaller role. However, in emotional industries (e.g., cosmetics, premium foods, electronics), packaging’s emotional impact significantly influences purchase decisions, satisfaction, and repeat purchases.

Understanding these differences allows companies to clearly define their packaging needs and goals, ultimately saving costs while increasing the product’s value. Effective packaging can achieve both cost efficiency and added value!