Think back to the last time you opened a package and couldn’t help but smile. Was it the sleek, custom-printed box? The little note that made you feel seen? That tiny spark of joy wasn’t an accident—that was the magic of a well-thought-out packaging insert.
And if you’re running an eCommerce business selling goods online, getting this part right can be a total game-changer.
Packaging inserts might be small, but they pack a punch. They’re your chance to connect with your customers, leave a lasting impression, and turn a one-time buyer into a loyal fan. Whether you’re shipping out custom orthotics to help with foot pain or sleek new gadgets, what you include inside the box matters just as much as the product itself.
In this article, we will cover how to design a compelling package insert, the materials to use, and how to refine your product’s presentation to provide the best possible experience for your customers.
- What Are Packaging Inserts?
- Why Packaging Inserts Matter
- Customization Options
- Branding Opportunities
- Brands That Nailed It with Packaging Inserts
What Are Packaging Inserts?
Packaging inserts are the little extras that go inside your product’s shipping box. These can be anything from thank-you cards and promo codes to educational tips or even stickers. While the main product is the star of the show, the insert is the supporting character that makes the whole experience feel more complete, more thoughtful, and a lot more fun.
Inserts are a subtle yet powerful way to personalize your brand’s interaction with your customer. Because they are fully customizable, creative packing inserts allow businesses to create a unique experience for their customers.
Why Packaging Inserts Matter
Inserts are more than just little bits of paper. They’re tiny billboards for your brand, offering a golden opportunity to enhance customer perception, drive repeat purchases, and create a memorable unboxing experience. It’s your chance to stand out in a sea of brown cardboard and plastic bubbles.
Creating A Lasting Impression
First impressions stick, and with custom packaging, you’ve got only seconds to wow your customers. Think of packaging inserts as your brand’s opening act. They set the tone, show personality, and make the receiver feel like more than just a transaction.
User manuals are common in most packages, and while they’re incredibly important for educating customers on how to use a product, they’re often thrown away quite quickly. A UK survey found that one in five people skip the user manual, while a US report stated that the figure was as high as 50%. This highlights the importance of creative and entertaining packaging inserts. If your packaging doesn’t grab your customers’ attention immediately, it’s ending up in the trash.
The Benefits of Custom Packaging Inserts for Brand Building
Custom packaging inserts are an extension of your brand. They show care, professionalism, and consistency across every touchpoint. Just like your business cards, brochures, or other marketing materials, packaging inserts should align with your brand’s overall vibe and aesthetics, while also providing useful information.
When done correctly, packaging inserts can have a massive impact on your business. Here are just a few ways they help build your brand:
- Reinforce brand identity: Every insert is a reminder of who you are—your mission, your style, and your values.
- Increase customer trust: Customization shows effort, which builds credibility and confidence in your products.
- Boost recognition: Visual elements like your logo, colors, and messaging help cement your brand in customers’ minds.
- Encourage loyalty: A memorable insert can make a customer feel seen and valued, encouraging repeat purchases.
- Differentiate yourself from competitors: Thoughtful inserts help your brand stand out from the generic.
Think of each insert as a conversation with your customer—one where you get to tell your story, offer something useful, and remind them why they chose your business in the first place.
Different Types of Packaging Inserts
Here are some tried-and-true inserts that your customers will love:
- Thank you cards: Classic and charming. A sincere thank you goes a long way.
- Discount codes or coupons: Everyone loves saving money. Encourage that next purchase.
- Referral cards: Turn happy customers into brand ambassadors.
- Product guides: Show how to use your product properly.
- Stickers and labels: Fun, shareable, and great for brand recognition.
- Sneak peeks of new products: Build hype for upcoming products.
- Business cards: Provide all of the relevant information about your business.
If you need a new business card design to really elevate your packaging, look no further than LogoMaker’s intuitive business card maker. With thousands of templates, you can craft an eye-catching business card in just minutes!
What Information to Include in a Packaging Insert
Crafting the perfect insert isn’t just about design—what you say matters too.
Here’s what you might want to include:
- Product information: Care instructions, usage tips, or benefits.
- Customer service contact info: Make it easy for your customers to reach you if they have questions.
- Discounts and offers: Include a coupon or promo code to encourage a return visit.
- Social media and reviews: Invite them to follow you online or leave a review.
- Referral program: Mention how they can earn rewards by sharing your product with friends.
- QR code: Add a scalable QR code that will lead customers to your website.
Keep it concise but packed with value. You want it to inform, connect, and delight all at once.
Customization Options
Inserts can be totally customizable—name, order number, product specifics, and more. Personalization gives your brand a human face. It also builds trust and keeps small businesses competitive with big-box giants.
Tip: Consider using custom sizes for your inserts to ensure a perfect fit in your shipping boxes. Nobody wants to open their package and see a folded-up piece of paper. Pair precise sizing with custom-printed boxes, and your brand is now elevated, professional, and unforgettable.
Match Your Inserts to Your Product
Your packaging inserts should always match your product. This might mean making multiple to fit with different items in your product line. Selling custom insoles? Include a foot care guide. Shipping cozy shoes? Toss in a little tip card on the best socks for sweaty feet.
The magic happens when inserts feel relevant and thoughtful, not random or generic. Tailor your message to your product and your customer’s needs. If your inserts are helping someone get through foot pain or plantar fasciitis, that’s a big deal. Make sure they feel covered and cared for.
Insert Materials
Let’s talk materials. Choosing the right one depends on your budget and brand vibe. There’s a whole world of different materials to choose from. Here are some go-tos:
- Thick paper or cardstock: Professional and durable.
- Recycled paper: A hit with eco-conscious buyers.
- Foam inserts: Ideal for protecting delicate items.
- Fabric pouches: Offer a luxurious feel (great for accessories or jewelry items).
- Printed tissue paper: Adds elegance while keeping items secure.
- Seed paper: A unique, sustainable option that lets your packaging bloom—literally.
Think about the weight, feel, and how each material pairs with your box. Lightweight yet sturdy is key, especially if you’re shipping in small quantities. And for bonus points, choose materials that not only look great but also align with your sustainability goals.
Branding Opportunities
Your insert is a canvas. Add your logo, match your brand colors, maybe even your team’s signature or a doodle from the founder. This is your chance to reinforce brand identity and build familiarity.
Tip: Don’t underestimate the power of printing. High-quality printing can make even a simple insert look high-end. Glossy, matte, embossed—choose a finish that reflects your brand’s style.
Inserts for All Budgets
Whether you’re a startup operating out of your garage or an established brand shipping thousands of orders daily, you can design inserts that offer value. Even on a budget, simple things like a handwritten note or a branded sticker can add charm.
Remember: Risk-free doesn’t mean impact-free. Test a few styles, ask for customer feedback, and tweak as you go. The goal? A creative and thoughtful insert that feels like a delightful surprise.
Sustainable & Smart
In recent years, customers have begun to demand more sustainable packaging practices from the brands that they buy from. Sustainability is not just a buzzword. It’s a value. Use recyclable materials, sustainable options, and custom packaging that reflects your environmental mission. Let your customers know you care about the planet while delivering optimal protection for their purchases.
Mention how you reduce waste or use durable, eco-friendly materials. It resonates, especially with small or medium businesses that want their purchases to reflect their values.
The Unboxing Experience
You’re not just selling a product. You’re creating an experience. The feel of the box, the placement of the insert, the colors, the scent (yes, even scent!)—it’s all part of the emotional journey. People love sharing a good unboxing experience. Make it so special that they want to post about it. That’s free marketing and social proof in one neat package.
Brands That Nailed It with Packaging Inserts
Some brands have made a name for themselves by turning their packaging into an art form.
Here are a few who’ve used inserts to major effect:
- Glossier: Their signature pink pouches often come with fun stickers and empowering notes. It turns opening skincare into an event, and fans share it online constantly.
- Allbirds: The sustainable shoe company includes thoughtful messages and sustainable tips in their packaging, reinforcing their brand values.
- Harry’s: The men’s grooming brand uses sleek, simple inserts that explain product benefits and encourage subscriptions, boosting retention.
- HelloFresh: Every box includes recipe cards and sometimes offers for friends. It’s a masterclass in functional and promotional inserts.
- Birchbox: Known for their sample boxes, their inserts detail each item, its purpose, and how to use it, adding value and educating customers.
- Apple: For years, Apple’s signature stickers were a staple of its elaborate packaging. People would often put these stickers on their laptops, cases, and notebooks, giving Apple tons of free publicity.
These brands understand that inserts aren’t just fluff—they’re powerful tools to deepen customer connection.
Conclusion
From printing and custom sizes to thoughtful messaging and clever stickers, packaging inserts are the secret sauce in the recipe for brand loyalty. They amplify your brand, educate your customers, and provide real value—all while looking great in your shipping boxes.
So go ahead, create something special. It doesn’t have to cost a lot. Just a little creativity, personality, and attention to detail, and your inserts will speak volumes.
Do you need an amazing business logo to feature on your packaging inserts? LogoMaker offers thousands of customizable templates that make the logo design process a breeze. Get started today!
FREQUENTLY ASKED QUESTIONS
What should I include in my packaging insert?
You can include thank-you notes, discount codes, product tips, referral incentives, or even fun stickers. Match it to your product and brand voice for the best impact.
Can inserts help with customer retention?
Absolutely! They make your brand feel personal and memorable, which keeps customers coming back for more.
Are packaging inserts expensive?
They don’t have to be. You can start small with handwritten notes or printed cards, and scale up to fully customizable inserts as your business grows.
What materials are best for inserts?
Thick paper, recycled materials, and even foam for optimal protection work great. Choose what aligns with your brand vision and product.
Do I need custom inserts for every order?
Not necessarily. Start with bestsellers or new products, and evaluate from there. You can offer custom sizes and personalize for VIP customers or big orders.
How do I make my unboxing experience better?
Focus on custom packaging, thoughtful inserts, and high-quality printing. Aim to surprise and delight—your customers will notice!
