Thinking Inside the Box: The Strategic Power of Packaging

When Brandon Roy wanted to expand Happy Tears, his online business selling mindful conversation games, apparel and accessories, he looked more intentionally at the packaging.

“Introducing custom mailer boxes and gifting packaging allowed us to create unboxing moments that felt joyful, cohesive and very Happy Tears,” he says. “Packaging plays a huge role in shining a light on our values across the full customer journey. It’s one of the first ways we invite people into the world of our brand.”

That shift not only made the brand feel more itself; it also resulted in a measurable business impact. Happy Tears’ average order value more than doubled since they updated their packaging. Roy’s sentiments echo what many entrepreneurs emphasize about packaging: building brand loyalty with customers begins with visual details that make up product packaging—a shell brimming with colours, logos, illustrations and other design elements.

Roy says, “When packaging and printed materials can tell a story, that’s where the real magic lives. To me, it’s one of the most important parts of building something that lasts.”

Savvy businesses no longer see packaging simply as a finishing touch but instead as a key consideration in their strategic marketing and a powerful storytelling tool that elevates the brand experience. Thankfully, it’s easier than ever for small businesses to create unique custom packaging that makes an impression without breaking the bank.

For more than 25 years, VistaPrint has been leading the print marketing industry by helping small businesses grow their brands through personalized, cost-effective products and high-quality custom packaging that transforms everyday touch points into memorable moments.

“Great packaging starts with understanding who you are and how you want customers to feel when they engage with your brand or product,” says Erin Shea, senior director of North American marketing for VistaPrint, one of Canada’s leading packaging solutions providers. “It’s also a remarkably cost-effective way to create an experience customers remember and keep you top of mind long after the product is opened.”

Shea recommends starting slow and building momentum as the business grows. It’s best to first establish recognizable visual elements, such as colour palette, typography and logo placement, to reinforce brand recall with customers over time.

Packaging is less about the immediate return on investment and more about long-lasting impressions, says Roy. “It’s easy to look at a short-term window—like spending $100 on business cards for a three-day event and comparing that to a $500 return in sales—but the real impact often shows up later,” he says. “When you look at online sales in the weeks or months after an event, or a year later you look at repeat purchase rates, you will very likely see a total return that is much higher than you thought.”

Every stage of the product journey must be carefully mapped, and VistaPrint’s packaging expertise benefits small businesses seeking guidance from leaders in the packaging space. VistaPrint inspires entrepreneurs to create materials that reflect their vision, values and personality while maintaining the professionalism required to stay competitive in their respective sector.

For Tova Vaginshtein and her online business Reborn Club, which creates apparel with such positive messages as “I’m so grateful for you,” it’s critical that her packaging, printed by VistaPrint, generates joy for her customers. “Making sure that my customers have a pleasant unboxing experience and feel even more connected to the brand after receiving their product along with its packaging in the mail is a big reason why I’ve paid so much attention to these little details,” she says.

She adds, “Having seasonal packaging and meaningful packaging in general has allowed me to feel more professional and, on a larger scale, makes me feel like I am providing more value to my customers’ experience when they order.”

That focus on what makes a product memorable for customers is critical when entrepreneurs consider the visual appeal of a package. That attention to detail has translated into retention for Reborn Club, which now operates at an approximately 80 per cent customer return rate. Vaginshtein attributes this figure in part to the emotional connection reinforced through personalized packaging.

“There’s real excitement that comes with the arrival of a package, and for small businesses, that moment is an opportunity to create a positive impression,” says Shea. “Thoughtful, personalized packaging becomes part of the magic of the customer experience, which elevates the product while giving entrepreneurs a chance to showcase their brand with confidence.”

For Canadian entrepreneurs looking to turn their first delivery into a long-term relationship, the message is clear: the box is just the beginning. Small business owners like Vaginshtein have leaned on VistaPrint to elevate the unboxing experience even further with custom note cards, branded tissue paper, stickers and more.

“I have received photos of my customers using quote cards as bookmarks, putting my stickers on their laptops and water bottles, and even hanging the thank-you cards up on the corners of their mirrors or on their walls,” shared Vaginshtein. “I truly think that this allows a sense of closeness and bridges a gap between myself as the business owner and my customers.”

Ready to elevate the packaging of your business? Explore VistaPrint’s custom packaging solutions and start building your brand’s legacy today at VistaPrint.ca.