What's In A Box? The Art Of Making Good Packaging Great

A few years ago, packaging was like the bassist in a rock band - essential but never stealing the spotlight. Today, it’s the lead singer belting out the brand’s story. Packaging no longer just holds your product; it embodies your brand’s values, personality and flair. So, what do modern consumers want from packaging? Let’s break it down.

Can I open this without a degree in engineering?

In 2025, nobody wants to wrestle with stubborn packaging. Resealable packs, easy-pour spouts and clever tear lines are the new gold standard. Functional packaging is practical—and a sigh of relief in a convenience-driven world. That sigh translates into loyalty.

Thanks for the love, but don’t be a stalker

There’s a fine line between thoughtful and invasive. Thoughtful packaging is a warm hug, not a surveillance report. Seasonal themes, festival-inspired designs or a cheeky “You’re awesome!” note? Yes, please. A box that says, “We saw you bought five candles last month” is just awkward.

Is this saving the planet or just saying it?

Sustainability isn’t a buzzword—it’s a baseline. Packaging made from recycled materials, compostable wraps or algae-based innovations shows consumers you mean it. Extra points for quirky stories (did a robot pack this, or Pooja from accounting?)

Can this package give me the feels?

Packaging should evoke emotions. A witty tagline, a nostalgic reference or an unexpected pop of colour can turn an unboxing into an emotional connection. Social media-worthy packaging is still a win—gives people something to post about. Bonus points for a handwritten note or surprise freebie.

Does this speak my language?

Modern consumers cherish authenticity. Packaging that celebrates cultural stories, heritage or artisanal craftsmanship resonates deeply. Indigenous patterns or ingredient origins add a premium feel.

Is it Instagrammable?

Let’s face it: if your packaging isn’t photogenic, it’s losing half its potential. Clean lines, bold graphics and innovative formats catch eyes—and clicks. A beautifully designed package is a free influencer in your customer’s hands.

Is this QR code worth scanning?

QR codes and NFC tags are tools—use them wisely. Nobody wants to scan a code leading to a dull homepage. Tutorials, behind-the-scenes content or AR features transform packaging into interactive experiences. Add value, not gimmicks.

Unboxing bonds

Packaging isn’t just a container—it’s your brand’s first impression and relationship builder. Modern consumers want functionality, personality and purpose. Show you care—about them, the planet, and the little details. Nail that, and you’re not just shipping a product; you’re delivering an experience.

(The author is a Founder-Partner at ABND)

Published on: Monday, February 10, 2025, 06:00 AM IST