Product packaging design: The whys and hows for e-commerce businesses

E-commerce in Sri Lanka has grown significantly in recent years as internet penetration increases alongside the widespread use of smart devices. According to the US International Trade Administration, approximately 43% of Sri Lanka’s estimated 11 million internet users have made online purchases¹. 

This momentum is expected to continue, with Statista projecting the country’s e-commerce market revenue to grow at a compound annual growth rate (CAGR) of 10.80% from 2025 to 2029². With rising competition, businesses face a growing need to find effective ways to stand out. Among the various options, a thoughtful packaging design offers brands a means to create the distinct brand identity they need while doubling up as a powerful marketing tool to cultivate leads and drive repeat business.

What is product packaging?

Packaging refers to the outer container that houses a product, and it comprises three types:

• Primary packaging refers to the immediate container that directly holds the product and is what consumers interact with during purchase and use.
• Secondary packaging is the outer layer that holds multiple units of primary packaging and offers additional protection, especially during transport and storage.
• Tertiary packaging is the outermost layer used to contain products during bulk shipping and distribution. It focuses more on protection and space efficiency than design.

Product packaging is important for various reasons. In terms of functional purpose, it serves to contain the product and convey information about its benefits or promotion mechanics effectively to help consumers make informed purchase decisions. Beyond this, it can be leveraged as a strategic marketing tool.

Why is packaging design important in marketing?

Whether on a store shelf or an e-commerce delivery, packaging incorporating the right design elements can help set a brand apart from competitors and leave a stronger first impression. It also acts as a calling card that strengthens brand recall and positively influences purchase decisions and consumers’ perception of the brand.

During shipping, packaging also plays a vital role in shaping customers’ experience by ensuring products arrive safely and in good condition. This makes it especially crucial for e-commerce businesses since the unboxing of a package marks a customer’s first physical interaction with the brand.

Types of product packaging

Given its dual role in functionality and branding, the choice of packaging material is as crucial as the design itself. However, selecting the right material is not always straightforward, for factors such as legal requirements, sustainability, and cost all come into play. To help you navigate your options, here’s a breakdown of some of the common types of packaging materials and their advantages:

i. Biodegradable packaging

With growing environmental concerns, biodegradable packaging has gained traction as a sustainable alternative. Made from materials like plant-based plastics, cornstarch, and mushroom mycelium, this type of product packaging decomposes naturally, which reduces waste and minimizes the environmental impact. It is particularly beneficial for brands committed to sustainability and ESG goals, though availability and cost may be factors to consider.

ii. Cardboard and paper packaging 

Cardboard and paper packaging are widely used due to their recyclability and lightweight nature, which can help optimize your shipping fees. Though less sturdy than other non-pulp-based materials, corrugated cardboard is durable and an ideal packaging for shipping, since paper-based boxes or wrapping can be easily customized for branding.

iii. Plastic packaging 

Available in various forms such as bags, bottles, tubs, packaging peanuts, and bubble wraps, plastic can be flexibly used as primary or secondary packaging for different types of products. Beyond their versatility, they are also lightweight, moisture-resistant, and cost-effective, making them an ideal packaging material across diverse industries, ranging from food to beauty and pharmaceuticals. However, its environmental impact poses concerns for brands prioritizing sustainability.

iv. Glass packaging

Glass is an excellent choice for preserving product flavors, as it does not leach chemicals into the product it holds, making it an excellent choice for beverages, perfumes, and high-end skincare products. Despite its premium appeal, its weight, fragility, and high energy consumption during production can increase a business’s carbon footprint and costs associated with international shipping and handling breakage.

v. Metal packaging

Metal is durable and resistant to heat and impact, making it a reliable option for brands that require hardy packaging. While thin metal can bend under pressure, it remains a popular choice for canned foods, aerosol sprays, and industrial liquids.

How to design effective product packaging

After selecting the right packaging material, the next step is designing your packaging. To get started, consider how your choice of shape, color, patterns, typography and design elements can highlight your product’s unique selling points (USPs), reflect your brand story and resonate with your target audience. Once you've nailed down the visuals, details like product copy will then play a crucial role in building trust and reinforcing your brand message.

As a best practice, analyzing competitor products is advised so you can gain insights that help you understand consumer preferences, refine your messaging, and ensure your packaging aligns with online or retail distribution requirements. Before launching your product, you’ll also want to test your packaging to ensure it can withstand shipping and handling to protect the product from damage.

Your packaging is ready—now make shipping hassle-free

As we can see, beyond serving as a form of protection, packaging is also a key factor affecting product uptake and repeat business. That said, having great packaging is just one part of the equation; efficient order fulfilment is just as crucial for ensuring a seamless customer experience, and this is where DHL Express Sri Lanka comes in.

With a global delivery network and years of experience in offering reliable shipping solutions, we’re equipped to deliver your parcels to international customers safely and promptly. Open a DHL Express business account today to enhance your customer’s last-mile delivery experience.