Many buyers judge a product by its packaging, even when they’re shopping online. In fact, about 40% of online shoppers say that branded packaging makes them more likely to recommend certain products to friends or to share the product on social media.

Your packaging design isn’t just to protect your product. It’s also to help your product stand out to your customers and boost emotional engagement. So how do you get that engagement when you’re packaging your products as an entrepreneur?

Consider the following tips you can use to get creative with your packaging design to protect your products and make your customers happy.

Appeal to your target audience

One of the biggest YouTube trends right now is the unboxing or “haul” trend. Consumers buy or are given products by a sponsored business and they post a video of themselves unboxing the products and trying them on or using them.

What these videos show is that packages and custom boxes are made specifically to be handled by a target audience.

For instance, if your target audience is young adult women (29% of women said they wanted to focus on self-care in 2018), then color psychology and feminine designs often work really well. Edgier packaging design may work best if your products are bright and bold.

It’s also important to think of your target audience when you’re considering how the product is packaged. Younger, able-bodied consumers have the dexterity to open a complicated package, but disabled or senior consumers may have a hard time opening the same package.

That said, keep your packaging creative but also easy enough to open so everyone can enjoy your product.

Consider how you’re distributing your products

Some entrepreneurs will sell their products inside stores while others prefer to make their products available online. It’s vital to consider how you’re distributing your products so you know what kind of packaging design will work best for you.

Not only are shipping costs affected by the size of your product packaging, but there’s also a chance a complicated package could end up squished in the mail on the way to your customer. Your packaging design needs to account for how you make your products available to customers, retailers, and intermediaries.

Calculate the costs of packaging design

There are a lot of fun and creative things you can do with your packaging design. However, if you’re not careful, you can end up overspending on custom packaging. Calculate the costs of your packaging options along with their shipping costs if you sell your products online.

From there, you can aim for your more conservative packaging options. In some cases, it may be cheaper to outsource a professional packaging business if you don’t have the time or resources to package all of your products.

If you do choose to outsource your packaging to cut down on costs, remember to do your research on the business beforehand. Up to 90% of companies say they recognize the importance of screening job candidates to avoid external threats and, in a way, the folks you’re outsourcing are your job candidates.

It’s no secret that packaging is crucial when it comes to getting your product on the market and sold successfully. Up to 72% of consumers say they read just the nutritional panel on product labels almost every time they buy a product.

By following the tips above and by getting creative with your packaging design, you can improve your sales and engagement with your customers.