As is so often the case in life, first impressions count. The choice of packaging material not only provides an indication of the packaging content, but also subtly shapes our perception of the brand.
Depending on the type of paperboard chosen, a brand can be presented as authentic, environmentally friendly, exclusive or elegant.
It is equally crucial that the paperboard or packaging captures consumers’ attention at the point of sale. This can be achieved, for example, through solid-coloured paperboard, a velvety white surface or the tactile feel of an uncoated paperboard.
Tactile experience drives purchases
After seeing the product, consumers can interact with it for the first time through touch. This conveys something about the product’s quality and the brand’s personality, with the goal of persuading them to make a purchase.
But the packaging’s role is by no means over once the product has been purchased and brought home. Through the ritual of unboxing, it does everything it can to build long-term customer loyalty: the customer shall fall in love with the materials, the packaging, the product, and ultimately the brand.
Material, design, and function showcase the brand
A vivid example of this is Kartontek’s champagne packaging, which turns unboxing into a true experience. As soon as you open the tactile, appealing folding box lid, an oval cutout in the inner flap invites you to feel the anticipation of the fine champagne. This cutout reveals the champagne cork, underscoring the product’s premium quality. In addition, the producer's printed signature serves to reinforce the impression of exclusivity.
After folding back the inner flap, the unboxing ceremony continues. Consumers can lift the fine wine out of the packaging along with an ice bucket. The graphic design, which extends from the box to the bottle label, blends with the blue of the ice bucket to create a particularly harmonious look.
This example shows how materials, design, and functionality work together to showcase products and brands effectively.
Come visit our booth, RB21, to discover a variety of paperboard materials and let them inspire you. We look forward to seeing you!