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How To Create Retail Packaging That Engages and Excites Customers

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We all know that first impressions only come once and, in a world of unboxings and hauls, packaging is one of the key places where customers - both actual and viewing second-hand - get to experience your brand. At the Spring/ Summer 2022 edition of Top Drawer, G.F Smith’s Creative Director, Ben Watkinson, sat down with Founder and Host of The Independent Thinking Podcast, Alexandra Forrest, to discuss how retail brands can harness the power of packaging and use it to keep customers coming back for more. 


Here are the four key takeaways from the session. If this has whet your appetite for more, you can watch the full conversation between Ben and Alexandra on our Sessions page. 


  1. Experience - Whether you’re planning to start a new brand or give your existing one a refresh, it’s crucial to remember that you should be starting from a point of experience rather than appearance. Really consider how you want your customers to feel when they receive one of your products in the mail, instead of just what they might see. 

  2. Colour - Understanding colour is so important as it can really take two paths; what’s trending and what’s impactful to your specific customer. There is nothing wrong with wanting to use a popular or trending colour, however you still need to make sure that the feelings it evokes is in line with your brand and how you wan’t your customer to feel when they think of your business or products. Colour is incredibly powerful and there is so much amazing opportunity when it is explored well. 

  3. Material Choices - It’s never been more important to be considered about the materials you choose to use within your packaging. Customers don’t just want, they expect, transparency in 2022, as well as an overarching, entirely-inclusive approach to sustainability and responsibility. Even if you’re not there yet, don’t be afraid to make your customers part of the journey. Get them involved and ask them questions about what they want on the way.  
  4. Technology - Consider how you can integrate technology within your packaging to further enhance your customer experience and make the journey more bespoke. The QR code has been given new life, so use it to your advantage and keep connecting customer touchpoints. 

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Written by Jordan Evans
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Written by Jordan Evans