Making the case for better packaging in 2026

4 MINUTE READ

In many businesses, packaging decisions start (and end) with one question: How much does it cost?

But in 2026, packaging is no longer just a line item on a spreadsheet. It’s often the first physical touchpoint a customer has with your brand. It’s part of the experience you’re selling, whether you’re shipping a product, presenting a gift, or setting up a retail display.

If you’ve ever found yourself explaining a packaging choice to a finance team, leadership group, or procurement department, you’re not alone. This article is here to help you make that case clearly and confidently.

Packaging is an investment, not an expense

Think about the last time you received something beautifully packaged. Before you even used the product, you had already formed an opinion about the brand behind it.

Good packaging does more than protect what’s inside. It:

• Signals quality and care
• Reinforces brand values
• Sets expectations before the product is ever touched

When packaging is treated only as a cost to minimize, brands miss an opportunity to create value. The right packaging supports perceived worth, which can influence pricing, repeat purchases, and word-of-mouth recommendations.

In short, packaging doesn’t just support the product—it supports revenue.

Pictured is a handcrafted bourbon presentation box by Carpenter Core.

Where it makes sense to spend, and where it’s okay to save

Not every part of your packaging needs to be premium. The key is knowing where an upgrade matters most.

Spend thoughtfully on:

• The primary presentation – The box, crate, or container the customer sees first
• Structural quality – Packaging that feels sturdy and intentional builds trust
• Brand touchpoints – Logos, messages, or design elements that reinforce who you are

Save strategically on:

• Inner fillers or secondary materials that customers rarely notice
• Overly complex designs that add cost without adding clarity
• Disposable elements that don’t align with your brand values

This balance allows you to elevate the experience without overspending. It’s not about choosing the most expensive option but about choosing the most impactful one.

This collection is pictured in a 7½ in x 8 in x 3½ in wooden crate by Carpenter Core.

How better packaging supports sales and retention

Packaging often does work long after delivery.

A well-designed wooden crate or box may be reused for storage, display, or décor. Each time it’s used again, your brand stays visible. That extended lifespan turns packaging into a subtle but powerful marketing tool.

There’s also a practical side. Sturdy, well-constructed packaging reduces damage, returns, and replacement costs. Over time, this reliability can save money while also improving customer satisfaction.

When teams ask how packaging supports revenue, the answer is simple: it protects margins, strengthens brand perception, and creates reasons for customers to come back.

Handcrafted in the USA, Carpenter Core crates and boxes feature sturdy construction, a striking grain pattern, and a refined sawtooth texture.

Premium doesn’t have to mean wasteful

One common concern is that “premium” packaging equals excess. In reality, thoughtful packaging can be both elevated and responsible.

Reusable wooden packaging is a good example. Instead of being thrown away, it’s designed to live on.

This kind of packaging:

• Reduces single-use waste
• Aligns with sustainability goals
• Feels intentional rather than disposable

Premium isn’t about adding more material. It’s about choosing better materials and designing them to last.

Making the internal case for better packaging

When presenting packaging decisions internally, it helps to shift the conversation.

Instead of asking, “How can we make this cheaper?” try asking:

• How does this packaging reflect our brand?
• Does it support the price we’re charging?
• Will customers reuse it—or remember it?

Packaging choices that answer these questions well are easier to justify. They’re not just expenses; they’re tools that support growth, differentiation, and long-term value.

Looking ahead: Better packaging in 2026

As competition increases and customers become more intentional about what they buy, packaging will continue to matter.

Brands that invest wisely by choosing packaging that is durable, attractive, and purposeful will stand out. They’ll create experiences that feel considered rather than forgettable.

Better packaging isn’t about doing more. It’s about doing it better.

This article was made possible by support from Carpenter Core. We make small customizable wooden crates and boxes used for gift baskets and product packaging.