Beyond the box: Why packaging matters more than you think

Picture yourself wandering through a supermarket aisle, your eyes skimming countless product options, or scrolling through an online marketplace where products seamlessly blur into a vast digital space. Then suddenly, something stops you and grabs your attention. It’s not a loud advertisement, a familiar jingle, or an intrusive pop-up, but the packaging of a product that spoke to you; its vibrant colour palette, a clever tagline, or the subtle elegance that whispered, “Choose me.” 

Before consumers even glimpse the product inside, they’re already forming opinions about the brand’s values and promises through its packaging. Every texture, hue, and message works together to capture attention, convey meaning, and create emotional resonance.

72% of American consumers admit that packaging design influences their purchase decision – a trend that resonates globally. This statistic underscores the pivotal role packaging plays in influencing consumer behaviour.

The packaging landscape in India has evolved beyond its basic function of protecting products and conveying essential information to a strategic brand asset. You’ve probably seen Paper Boat’s vibrant pouches, their traditional imagery evoking childhood memories and forging an emotional bond before anyone tastes the drink. That ability to spark nostalgia helped them drive a 71% revenue surge in FY 2023–24, turning packaging into a genuine growth engine. 

This insight carries a simple yet important implication: packaging should be seen as an investment and not merely as a cost.

But what transforms packaging from a mere container into a strategic brand asset? Four critical elements determine whether packaging simply contains or truly connects.     

• Materiality
  

The materials used in packaging serve a purpose that extends beyond durability. Think of Apple’s sleek boxes made with magnetic closures and silky surfaces that instantly convey a sense of sophistication and create a high-touch brand experience. The right material selection quietly transforms passive curiosity into a decisive action while subconsciously instilling a strong brand preference.

• Design language
  

Visual appeal shapes first impressions, capturing attention and setting the stage for the consumer journey. Phool nails this with clean, Indian-inspired visuals and motifs that speak directly to its mission and cultural roots. While it’s not just about striking design, consistency is equally vital to build brand recall. Coca-Cola has preserved its iconic script logo and vibrant red, ensuring lasting recognition. The iconic Contoured Bottle evolution exemplifies how packaging can adapt while maintaining a strong, timeless identity. 

• Functionality
  

Nothing kills excitement faster than a package that’s hard to open or leaks its contents. In contrast, functional packaging experience streamlines usability, reduces friction, and enhances perceived value. For example, McDonald’s takeout box, which transforms into a table, adds social value beyond convenience for its customers who are looking to share a meal outside. 

• Communication 
  

A brand's packaging content acts as ‘a stamp of accountability’, by defining its product's purpose and other relevant information along with the brand story in a concise yet impactful way. This element also serves as a tactical tool that not only educates consumers about the product but also engages with them like a skilled salesperson, subtly communicating the brand’s value and offerings.  Remember Kit Kat’s “Take a Break” message. This simple copy on a wrapper turned a chocolate bar into a moment of pause, making the brand more than just a snack. 

Note: The packaging design showcased above has been conceptualised and created by Grapdes.

Like a well-crafted toolkit, where each piece serves a purpose, packaging that blends creativity, structure, and functionality becomes a powerful brand asset. With a rush to stand out, packaging today is also being transformed by larger technological shifts and consumer preferences-

• Adding personalised touches, such as Starbucks writing names and warm notes on cups, makes consumers feel recognised and valued. These simple gestures encourage repeat purchases and fuel positive word-of-mouth, all while reinforcing a strong sense of belonging and loyalty to the brand.
  

• Sustainable Packaging that reduces environmental impact and fosters shared responsibility for a greener future.  A McKinsey report highlights that rising environmental awareness is driving a significant portion of consumers toward brands that share their commitment to sustainability. In response, brands are turning to recycled, recyclable, and even plantable packaging solutions. More than a regulatory requirement, it has become a growth enabler. 
  

• In a convenience-driven market, tech-integrated smart packaging turns transactions into engaging experiences, adding value, increasing retention, and positioning the brand as innovative and customer-first. 

While innovation is essential, brands must steer clear of pitfalls that can detract from the brand experience. A cautionary example is Tropicana’s 2009 packaging redesign, which replaced its iconic straw-in-orange image with a generic logo and changed its recognisable carton structure. These alterations confused shoppers, diminished brand recognition, and resulted in a significant drop in sales. 

While on a similar vein, brands that tackle industry-specific challenges thoughtfully, like Pringles, can strengthen their presence and create a lasting market advantage.

Note: Any third-party Intellectual Property is not owned by Grapdes.

Looking ahead, packaging is set to play a much bigger role in how we experience brands. As brands tap into creativity and emerging technology such as AI-driven interventions, smart sensors, 3d Printing, etc., packaging is going to be about creating moments that surprise, engage, and go well beyond what we imagine today.

Brands like Heineken are already leading the charge. The "Heineken Star World" campaign used AR to help consumers unlock a virtual bar experience by scanning a bottle, deepening their connection with the brand’s heritage and brewing process.

Similarly, in the fast-growing online retail sector, brands are reimagining packaging as part of service infrastructure. ASOS, a UK-based fashion retailer, used resealable bags and pre-attached return labels, now shifting to a digital return interface, to support its try-at-home model, making online fashion retail frictionless and customer-centric.

The brands that will lead tomorrow are the ones that see packaging not as decoration, but as an ecosystem, where function, emotion, and storytelling come together in every touchpoint. Hence, the real question isn’t whether packaging matters. It’s whether your packaging is working hard enough for your brand to matter.

Looking to refine your packaging design into an unforgettable experience? Write to us at hello@grapdes.com