How Can Custom Packaging Attract More Customers and Encourage Impulse Purchases?

They say we shouldn’t judge a book by its cover, but that doesn’t apply to the sales business. Most of the time, customers will give a rough guess on your product quality and decide whether to buy your product depending on how the packaging looks. The market is chock full of options. With much market competition, it may be challenging to distinguish yourself and stand out. One way to achieve this is to use custom packaging.

We recommend you read more on consumer buying choices based on packaging, according to Your custom packing can be an effective marketing tool to convince buyers to patronize your brand.

This article explores major ways your packaging can attract customers and encourage them to buy your product.

Visual Appeal

Your packaging is the first thing potential customers see. It grabs their attention, keeps them engaged, and convinces them to give it a trial. Customers want packaging with lovely designs and built with sustainable materials. A survey conducted by ShipStation in 2019 revealed that 72 percent of customers in the US say they are influenced by the packaging when making a purchase. This shows that if your packaging successfully appeals to customers, you can persuade them to impulse buy even when they have no plan to buy something.

You can achieve this using bold colors, unique product designs, and eye-catching designs.


Like Steve Jobs once said, “Your packaging can be a theater; it can create a story”. Your packaging presents an opportunity to inform customers of your mission, brand values, and mode of operation. You can use it to reinforce your brand identity and provide a consistent look for all your products.

It can help you to build awareness, trust, and recognition for your product so customers locate your products easily among the competitors. For instance, a sneaker company could employ custom packing with a signature logo and color scheme. This will give a cohesive visual appeal to all their products, making it easier for customers to remember their brand when making future purchases.


You can encourage impulse buying by adding personal touches to your packaging design. This creates a sense of connection and uniqueness with them, making them feel like the product was made specifically for them. Customers are more likely to buy your product if they think the product is one-of-a-kind.

Personalization can also give your product a premium feel by increasing the perceived brand value. A survey by Pregis revealed that packaging improves customers’ perception of a product’s value by 45 percent. It will cause them to believe that your product will outperform other competitors. It raises their expectations and spurs them to give it a try.


Before choosing a packaging design, ask yourself, “Can you use, store, and carry the packaging easily?” Your packaging should be created with a good balance between aesthetics and functionality. Excellent packaging should make it easier to use or carry the product. You can achieve this by adding features like resealable packaging or easy-to-carry handles.

You should also ensure that the packaging is an excellent fit for your product – not too big or not too small. It may put off clients who worry about how to carry or store the product if it is too big. On the other hand, if it is too small, there will be limited branding opportunities for your product design.

Packaging that comes in the appropriate size with functionality and engaging designs is more likely to impress potential customers and trigger them to purchase.


We love free things. Adding promotions and freebies on your custom packaging can be a great way to encourage customers to make impulse buys. It will create a sense of urgency and excitement around your product and push customers to purchase it without planning.

You can achieve this by using limited-time offers, discounts, and offers on your product packaging. For instance, a fashion line that organizes a flash sale at a lower price or a limited edition product will create a sense of urgency and scarcity with their product. This causes customers to rush to purchase for fear of missing out. Another way is to include discount coupons in the packaging for a certain percentage off on their next sale.



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