The 4 Layers Of Product Packaging
Shipping Layer
This layer is the first thing that customers touch when they receive the order. Here are some examples:
- Envelopes
- Mailer (Padded or not padded)
- Cardboard Boxes
- Tubes
Usually this is more of a throwaway layer. It’s not necessary to brand this layer, but there are some simple ways if you wish to do so:
- Logo stamp
- Stickers
- Washi tape
- Custom printed envelops/boxes
Protection Layer
The main purpose of this layer is to protect your product from damage during transit. If you ship products that are fragile and delicate, you’ll need to pay extra attention to this layer.
This layer can also avoid products rattling and banging around. For example, putting some crinkled paper with a bracelet can help it from moving around in a jewelry box.
This layer can help you avoid any headaches of damaged products, bad reviews, returns and refunds.
Some commonly used protection layer elements include:
- Bubblewrap
- Foam peanuts
- Shredded paper
- Tissue paper
- Cardboard sheets
It’s possible to brand this layer. Some ideas include:
- Logo stamp
- Custom sticker
- Custom printed tissue
Marketing Layer
This layer, from my experience, is the most important layer. Many Etsy sellers don’t pay enough attention to it, resulting in a loss of profit long term.
If there’s one layer that you want to improve, it’s this layer.
Elements from this layer can help make customers feel special and make the best impression. If done right, there’s a better chance for:
- A 5-star review
- Sharing on social media
- Repeat purchase
Improving this layer doesn’t need to be expensive, it could be done very economically. There are a lot of DIY and print-at-home opportunities which we will go through.
Some examples of the marketing layer:
- Thank you card
- Care instruction, educational material or use guide for product
- Coupon code for next order
- Card with social media details (e.g. “share your product on Instagram with the hashtag #yourbrand and tag us @yourbrand to get 15% off your next order”)
- Freebie or sample
- Business card
Product Layer
This is the layer that directly protects or contain the product itself. Some people consider this to be a part of the product.
It can be the dropper bottle containing essential oil, the wrap around label for a bar soap, or a coffee bean zip bag.
Branding is important for this layer as many times this layer will show up in the product photography, which directly affect how your product is seen on an Etsy search page.
- Product labels
- Product tags
- Custom container (could be expensive)
