The Do’s and Don’ts of Packaging in 2025
Packaging is a crucial brand touchpoint, an amazing storytelling medium, and a useful tool for building stronger and closer customer connections. In 2025, as technology becomes more innovative, sustainability concerns increase, and consumer expectations continue to change, businesses must stay ahead of the curve to make sure their packaging resonates with customers and drives them to success. We have compiled a list of some do’s and don’ts of packaging in 2025 so that you and your brand can be as successful as possible this year.
Branding: First Impressions That Last
Do: Align Packaging with Brand Identity
Your packaging is usually the first interaction a customer has with your brand, so make it count. This interaction should be an extension of your overall brand identity by ensuring that your packaging reflects your brand’s values, tone, and aesthetic.
Example: If you’re a luxury brand, use high-quality materials, elegant typography, and minimalist design. For eco-conscious brands, showcase sustainability through biodegradable or recycled materials by using textures, natural colors, etc.
Pro Tip: Incorporate brand colors, logos, and unique design elements that make your packaging instantly recognizable to customers.
Don’t: Neglect Consistency
Inconsistent packaging confuses customers and weakens brand recognition. Try to avoid using different materials, designs, or messaging across products and instead aim for a cohesive look that reinforces your identity as a brand.
Pitfall: Launching a new product with packaging that doesn’t align with your existing portfolio can distance loyal customers as the new product might feel like it is just not the same thing that they are used to from your brand.
Solution: Develop packaging guidelines that ensure uniformity across all products and campaigns. Determine color schemes, logos, design elements, phrases, or keywords that you will use on your packaging to make different products still feel like a cohesive part of your brand.
Customer Relationships: Building Loyalty Through Packaging
Do: Prioritize the Unboxing Experience
The unboxing moment has become an important and exciting part of the customer journey. With the growing trend of sharing unboxing experiences, consumers have come to expect more than just a functional; they crave a memorable experience.
Ideas to Elevate Unboxing:
Include thoughtful inserts like thank-you cards, product guides, or discount codes. Make your customers feel valued and seen by your brand!
Use textures, custom closures, or unique opening mechanisms to add an element of surprise. Make the experience exciting!
Opt for eco-friendly fillers and wrapping materials that show your commitment to sustainability.
Don’t: Overcomplicate the Process
While creating a memorable unboxing experience is important, overdesigning can backfire. Customers don’t want to wrestle with excessive layers of packaging or encounter wasteful materials. (How many times have you had a really cool package, but it was so hard to open that you ended up just ripping through it? Not fun at all.)
Common Mistake: Using multiple layers of non-recyclable plastic for aesthetic purposes. Multiple layers of packaging that come across as excessive can be difficult to open and at minimum, frustrating and annoying for customers.
Better Approach: Achieve elegance and simplicity by using streamlined designs with recyclable or reusable materials that do not come across as excessive and are easy to open.
Materials and Functionality: Smart Choices for Long-Term Success
Do: Embrace Sustainable Materials
Sustainability is a non-negotiable. Customers are scrutinizing brands for their environmental impact, and packaging plays a significant role in this perception.
Sustainable Options:
Plant-based plastics and biopolymers
Compostable or biodegradable materials
Recycled paper, cardboard, and molded pulp
Procurement Tip: Work closely with suppliers to source materials that meet your sustainability goals while maintaining quality and durability.
Don’t: Sacrifice Functionality for Aesthetics
While trying to create outstanding eye-catching designs, functionality can sometimes take a backseat. However, ineffective packaging—whether it’s fragile, difficult to open, or not protective enough—can frustrate customers and lead to product damage.
Example: A visually stunning package that fails to protect fragile items during shipping can result in negative reviews and increased return rates.
Solution: Balance design and functionality by conducting thorough testing during the development phase. Put your packaging to the test to see where you can make improvements.
Technology Integration: Smart Packaging for a Connected World
Do: Leverage Smart Features
In 2025, packaging isn’t just physical; it’s digital too. Integrate technologies like QR codes, NFC tags, or augmented reality (AR) to enhance customer engagement and provide valuable information.
Applications:
QR codes that link to tutorials, recipes, or sustainability initiatives.
NFC tags for authentication and anti-counterfeiting measures.
AR features for interactive storytelling or virtual product demonstrations.
Don’t: Overlook Data Security
With smart packaging comes the responsibility of safeguarding customer data. Ensure that any digital features you incorporate are secure and transparent about data collection.
Red Flag: Using tracking technologies without clear consent or explanation.
Fix: Include privacy disclaimers and allow customers to opt out of tracking. This helps build trust with customers by being transparent.
Sustainability: More Than a Buzzword
Do: Be Transparent About Sustainability Efforts
Consumers are increasingly skeptical of vague “eco-friendly” claims. Be clear and honest about your sustainability initiatives, whether it’s reducing carbon emissions, using renewable energy in production, or sourcing biodegradable materials.
Best Practice: Include certifications or third-party verifications on your packaging to build trust.
Example: Highlight “Certified Compostable” or “Made from 100% Recycled Materials” prominently.
Don’t: Greenwash
Misleading claims about sustainability can damage your brand’s reputation. Avoid marketing tactics that exaggerate your environmental contributions. Do not make claims that are not 100% true, otherwise trust in your brand can be damaged.
Common Greenwashing Tactics:
Using vague terms like “eco-friendly” without specifics.
Highlighting one sustainable feature while ignoring other environmental impacts.
Solution: Provide detailed, verifiable information about your packaging’s sustainability. Again, transparency can lead to increased trust.
Trends to Watch in 2025
Minimalist Packaging: Less is more, with clean designs and reduced material usage taking center stage.
Reusable Solutions: Customers appreciate packaging they can repurpose, like jars, tins, or sturdy boxes.
Personalization: Tailored messages or designs that speak directly to the customer enhance the sense of connection.
Circular Economy Initiatives: Brands that adopt closed-loop systems, where packaging is collected, recycled, and reused, will lead the way.
AI-Driven Optimization: Artificial intelligence tools are helping businesses optimize packaging design for cost, materials, and sustainability.
Conclusion
Packaging reflects your brand and its values. In 2025, make sure that you are doing what you can to build your brand up and avoid issues that could negatively affect the brand’s reputation and trustworthiness. By taking these do’s and don’ts into consideration, you can create packaging that not only meets but exceeds consumer expectations, driving loyalty, enhancing your brand image, and positioning your business for long-term success.
