Marie Redding, Senior Editor07.26.19
Folding cartons, typically paperboard or plastic, attract the consumer’s eye on-shelf. A carton serves an equally important purpose for online shoppers, since it is the first part of the packaging that the consumer sees and interacts with before using a product. It will influence the user’s initial feelings about a product—and the brand—helping to make a good first impression.
“A well-designed carton that surprises or delights consumers can add distinction, reinforce the positioning of an upscale or luxury brand, and build awareness of the company’s sustainability efforts. It is an ideal opportunity to engage and connect with consumers in a meaningful way that builds brand loyalty,” says Dennis Bacchetta, director of marketing, Diamond Packaging.
Suppliers often advise brand marketers on which type of paperboard to choose depending on design goals and how much protection the product inside requires. Paperboard is available in a range of densities, which is determined by the board’s caliper, thickn
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