Does Your Package Have Swag? : Custom Package and Box Design, Part 1

by Kim Tonkovich

Does Your Package Have Swag? : Custom Package and Box Design, Part 1

We've all heard the saying, "That person has swagger."  In modern times, swagger is used to describe someone that has an attractive sense of style, skills, and charisma.

Or perhaps you've gone to an event where you get a "swag" bag full of goodies.  Historically, swag was used as a word to mean a pirate's booty or treasure.

But what do these words mean to your business?  The appearance of your custom package and box designs not only reflect your image, but also heavily influence buying decisions.  And going a step beyond the product packaging itself, the box and/or bag you present it in also impacts how your customers perceive your business and your products.

According to an Inc. Magazine article by Joshua Conran, "Your product's packaging is meant to communicate a purpose: what your brand stands for and what it means for your customer."

So what does your package design tell customers about your product?

1. Does your package communicate a feeling or an experience?

Custom Packaging Example

Man Crates "nailed" their packaging (literally) by creating a manly experience for opening their beef jerky, grilling supplies, and other items.  Sealing them in nailed shut wooden boxes that require a crowbar to open and would no doubt make Tim the Toolman proud.

2. Is your packaging attractive to high-end consumers?

Custom Packaging Example

The signature Tiffany "Blue Box" originated in 1886, when the company introduced its first engagement ring.  And this distinctive package to this day is a symbol of luxury and exclusivity.

3. Is your package gender-specific?

Custom Package Design

Some studies suggest that younger generations respond more favorably to gender inclusive diverse branding.  In 2019, Old Spice launched their "Men Have Skin Too" campaign with new gender-neutral package designs.

4. Is your package functional?

Custom Package Design

The Butter! Better! disposable butter container is a creative design, the lid being a wooden spatula useful for scooping and spreading.

5. Is your package tagline eye catching?

Custom Package Design

Ohio State Waterproofing's tagline, "How Big is Your Crack?" is humorous and immediately attention-grabbing.

Dotcom Distribution's eCommerce 2015 and 2016 studies revealed that 40% of consumers will share an image of your packaging on social media if it is unique and branded, and 50% of consumers will recommend it if it comes in a gift-like or branded package.  A 2018 study by Ipsos suggests that 72% of Americans agree that the design of the product packaging influences purchase decisions.


Now the delivery of your eye-catching product can have just as much of an impact on your customer experience as the product package itself.  A logo and tagline printed on your custom bags and boxes that make you stand out creates familiarity, and even comfort, with consumers because it's recognizable.

Including a custom designed "Thank You" postcard communicates with your customers how much you appreciate their business.  And you can use your delivery as an opportunity to further market your business by including a custom brochure and coupon for their next purchase.

So does your product packaging have "swagger"?  And do the bags and boxes you present them in have "swag"?

If not, it may be time for your business to consider a rebrand!


Source3Media experts in graphic design and brand development can help!

Stay tuned for Part 2!

Custom package and box design

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Source3Media provides creative services including brand development, graphic design, photography, videography, computer generated imagery (CGI), website development, and more.
Source3Media also provides award-winning color matching and custom printing services of your signs, posters, banners, pocket folders, brochures, flyers, manuals, forms, catalogs, disposable menus, and more.

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  • "Why Your Product's Packaging Is As Important As The Product Itself"; Joshua Conran; Inc. Magazine;; September 22, 2014
  • "Unwrapping the Customer Experience : 2015 eCommerce Study"; DotcomDistribution;; 2015 and 2016
  • "Most Americans Say That the Design of a Product's Packaging Often Influences Their Purchase Decisions";; May 02, 2018
  • "Unisex Sells: The Rise of Gender-Neutral Packaging";; November 04, 2019
  •; 2020
  • "Butter! Better!"; Photograph by Yeongkeun;; November 04, 2010
  •; 2020
  •; 2020

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