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Brands are inserting brand flair using custom packaging inserts. Think this little touch isn’t worth the investment? Consider customer expectations. Big gestures from big-box e-commerce stores, niche subscription boxes, and bespoke shipping from online retailers have left customers with some sky-high expectations regarding what should be arriving at their doors. When ordering from a new brand, customers want to see some personality packed into the experience because we often associate the identities of the brands we shop from with our own identities. It’s important for brand managers to recognize the following:

• Custom packaging inserts shape customer experiences.
• Custom packaging inserts are worth the investment.
• The investment in custom packaging inserts isn’t actually all that large.
• Custom packaging can actually save you money by providing a protective, custom fit that guards the products inside from damage.
• Custom packaging inserts can increase a customer’s perceived value of your product(s).
• Custom packaging inserts are calling cards for brand loyalty.
• Custom packaging can actually save you money by providing a protective, custom fit that guards the products inside against damage.
• Customers are more likely to see products that come in custom packaging inserts as “giftable” for other people. This makes a custom insert a gift that keeps on giving for your product line!
• Custom inserts can cut shipping and warehousing costs because they offer “perfect fits” without the need for excess packaging.

Where do you start with going from a plain brown package to a rewarding sensory experience for customers? It’s all about leveraging your package design to maximize customer experience. Take a look at how e-commerce brands are acing post-delivery marketing using custom packaging inserts.

What Are Custom Inserts?

We’ve all handled packaging that looked like it was sculpted like a piece of art for the singular purpose of housing a highly prized product. It can be an intoxicating experience because we feel like we are holding an item of great value. We may also feel compelled to “show off” the item to others simply because it’s so pleasing to look at! We also feel that showing it to others elevates our own status because we are worthy of receiving such a high-end product.

Custom inserts are boxes that are “sculpted” to hold the specific shape and dimensions of a product. The product often cradles perfectly inside the box with help from custom molds. Unlike bulk packaging, custom insert packaging holds products in place without allowing them to be jostled. Products are “on display.” In many cases, customers actually keep inserts in order to be able to store your product when it’s not in use. Custom insert packaging is also commonly kept for traveling with products. This is common with things like perfume bottles, makeup, grooming tools, and delicate electronics.

Telling Your Brand Story Using Custom Inserts

The curves, angles, and indentations on custom packaging inserts all make up the roadmap of your brand’s story. We know from research that customers make snap judgments on products within moments of coming into contact with product packaging for the first time. A custom packaging insert creates instant value elevation in the eyes of customers simply because they are able to do the subconscious math of understanding how “expensive” the packaging must be. The thought that attention, time, and money were invested in the packaging alone leads a customer’s mind to reach the logical conclusion that the product inside must be worthy of this packaging.

Here’s Where Custom Packaging Inserts Save Brands Money

Deciding how much capital to throw at packaging isn’t an easy process for new e-commerce brands. The temptation is to cut corners by using bulk packaging. However, this is a plan that can backfire because the loss in potential marketing payback is real.

Consider your packaging choice a gesture toward your customers. Do you want them to feel like you don’t consider your customers important enough to receive memorable, pampering packaging? How much would your brand pay for marketing exposure that puts your brand’s visibility inside the homes of your core market audience? Think about it for a minute. The packaging you send to a current customer is really the packaging you’re sending to a potential future repeat customer. Why leave such low-cost access on the table when you’d pay six to seven figures for that same kind of exposure using things like print and digital ads? The best ad space most e-commerce brands aren’t using is located right on the surfaces of their boxes.

As most brand managers know, retaining existing customers costs less than attracting new ones. Custom packaging inserts are fantastic for nurturing existing customers! However, existing customers don’t just help you grow your business through repeat business. A happy customer is a customer who loves to share.

Custom Packaging Inserts Boost Your “Social Media Potential”

There’s an entire industry fueled by people sharing reviews, testimonials, product suggestions, and “unboxing” experiences on Instagram, Facebook, TikTok, and YouTube. The truth is that many people with social media followings are looking for interesting content. An interesting package makes for interesting content. There are several ways that alluring, share-worthy packaging helps your brand. Here’s a look:

• When you create an attention-grabbing box, you’re simply more likely to get organic shares online. This means that “everyday people” will snap photos of your packaging to show their friends and family just “how cool” their latest purchase looks.
• Content creators without enough followers to have lucrative sponsorships will often spontaneously review products that are interesting simply as a way to create content that can generate views. They need products that look appealing and interesting in order to get the interest of viewers. That means that having the most interesting packaging in your product category can actually put your product in the position of being the one that reviewers will select. Your product could be featured in detailed unboxing videos, product demonstrations, product reviews, product giveaways and more.
• Attractive, unique packaging can also make it easier for you to score partnerships with influencers. Digital influencing is all about “the aesthetic.” Influencers will feel that your product elevates their aesthetic if it’s classy and remarkable!

The reality of today is that we share the things that we’re excited about! While investing in custom insert packaging a decade ago would only earn you marketing points related to the direct connection you make with the customer, the truth is that your reach can go much further today. One picture of your product can go around the globe in a matter of hours simply by being shared by a person with an average-sized following on social media.

What Are the Rules for Effective Packaging Inserts?

It’s important to handle packaging inserts elegantly. There can sometimes be a fine line between being “unique” and being an “eyesore.” There are some basic rules to follow.

Don’t Go for Bulk

The goal is to create a big impression without adding weight. Design your custom packaging insert to be as lightweight and dynamic as possible. Going bulky will make the package hard to handle while also inflating shipping costs. Large packaging can also make the product seem smaller by comparison.

Make It Work

Packaging shouldn’t be fancy just for the sake of being fancy. You need packaging that is functional. Make sure the packaging serves the product instead of simply getting in the way.

Be Smart About Your Budget

Designing packaging that makes a customer feel like they’re indulging in a fun splurge doesn’t require you to splurge on materials. Work with experienced package engineers to reduce costs by using lighter, smarter materials.

Put Protection First

Custom packaging inserts should be protective above all else. They should be strong enough to resist crushing and tearing. Make sure that you’re designing packaging with structural strength to avoid customer disappointment.

Designing Custom Packaging Inserts for Your Brand: Where Do You Start?

Amazing custom packaging always starts with a concept! It also helps to know about the materials available for packaging today. Cardboard, pulp, plastic, and foam are some of the most common materials used for custom packaging inserts. However, the trend is steering toward options like cardboard and pulp due to the growing desire for eco-friendly, recyclable packaging options. Get the gears turning on your packaging concept by getting your custom quote from Mid-Atlantic Packaging.