Trends

Corrugated packaging becomes experience

Corrugated packaging is no longer just about protecting goods during transit. With the growth of home delivery and the rise of e-commerce and subscription box services, growth in the corrugated sector is driven by changing consumer expectations. Modern consumers look for packaging that delivers a memorable, multi-sensory experience—one that extends beyond the contents inside.

By Pat McGrew, Print Industry Evangelist | on PRINTlovers 106

To meet those wants, look to embellishment, material variations, and coatings to change the customer experience. Each element adds a new layer of tactility, visual appeal, and perceived luxury that can set any brand apart.

Embellishments add dimension and texture through techniques like foil stamping, embossing, and debossing.
Special Substrates bring unique materials such as uncoated kraft, recycled board, unusual fluting, or interesting weights to create a distinctive look and feel.
Coatings enhance durability and add aesthetic value with gloss, matte, soft-touch, a touch of color, or UV coatings.

Rethinking your designs to incorporate these elements brings a new look to any packaging, but especially corrugated packaging. Why settle for a brown carton with inventory management marketings when your primary and secondary packaging can reinforce your message and provide a sensory experience that leaves a lasting impression?
Leveraging Embellishment
Think about the last time you handled a box. Perhaps it was delivered to your door, but it may have been something you picked up at the store. What was your reaction to the box – or did you think about it at all? Put yourself in the shoes of your customers. How can you get them excited even before they engage with the product? Here are some ideas for using embellishment techniques in your designs!

Foil Stamping: Luxury in Every Detail

Foil stamping is an understood technique that instantly adds a sense of elegance and sophistication to packaging. Whether using traditional gold and silver foils or experimenting with holographic and colored foils, brands can highlight logos, taglines, and design elements that catch the eye. Even if your primary provider doesn’t have embellishment capabilities, they can find someone with the tools. Today, there are analog and digital solutions!
Best for: Luxury goods, cosmetics, fashion, and high-end food products.
Pro Tip: Combine foil stamping with embossing to create a 3D effect that adds depth and enhances the tactile experience.

Embossing and Debossing: Engaging the Sense of Touch

Embossing (raising elements) and debossing (creating recesses) add depth and dimension to packaging – and it is easy to do in corrugated designs. These techniques allow brands to enhance logos, patterns, and custom designs in a way that encourages tactile interaction, making the packaging feel more premium.
Best for: High-end subscription boxes, artisanal food packaging, and luxury electronics.
Pro Tip: Pair embossing with soft-touch coatings for an irresistible combination of texture and sophistication.

Spot UV Coating: Highlighting Key Details

Spot UV coating applies a glossy, raised layer to specific areas of the package, adding visual contrast and a tactile finish. This technique draws attention to important design elements, enhancing brand recognition and boosting perceived value.
Best for: Subscription boxes, technology packaging, and promotional mailers.
Pro Tip: Use Spot UV to emphasize key information, such as QR codes or product features, to guide the customer’s eye.
Special Substrates Add Character
Even brown kraft boxes form an excellent infrastructure for creating an upscale experience, but don’t forget to look at all options.

Kraft and Recycled Boards: A Sustainable Story

As sustainability becomes a core value for many Italian brands, using uncoated kraft and recycled boards provides an opportunity to showcase eco-consciousness. The natural texture and earthy tones of these materials convey a rustic, authentic aesthetic that resonates with environmentally conscious consumers.
Best for: Organic food brands, sustainable fashion, and eco-friendly e-commerce.
Pro Tip: Print minimalistic, bold designs in black or white ink to contrast against kraft for a modern, sustainable look. Look for fluting options that support the story.

Coated and Laminated Substrates: Gloss and Glamour

To project a sense of sophistication, coated and laminated materials offer a smooth, polished surface that enhances print vibrancy. Gloss coatings amplify color richness, while matte laminates create a subtle, refined finish. Consider fluting options. Smaller flutes convey a different message than wider flutes.
Best for: Luxury cosmetics, high-end spirits, and premium gift packaging.
Pro Tip: Use coated boards in combination with Spot UV for a dramatic contrast between gloss and matte areas.
Enhance Packaging with Coatings: Durability Meets Aesthetics
It is easy to design with a minimalist approach but to stand out, consider the impact of coatings on the visual and tactile experience. Does it work? Search YouTube for unboxing videos. You’ll see enthusiastic customers enthusiastically describe their feelings as they open boxes and remove what they contain.

Soft-Touch Coatings: Velvety Luxury

Soft-touch coatings provide a velvety, suede-like finish creating a sense of luxury and sophistication. This coating not only enhances the tactile experience but also conveys a feeling of premium quality.
Best for: Cosmetics, perfumes, and high-end electronics.
Pro Tip: Combine soft-touch coatings with foil stamping or embossing for a multi-sensory packaging experience.

Gloss and Matte Coatings: Striking Visual Contrast

Gloss coatings create a vibrant, high-shine effect that enhances color vibrancy, while matte coatings offer a muted, sophisticated finish. When used together, these coatings can create a visual contrast that adds depth and intrigue to packaging.
Best for: Subscription boxes, luxury confectionery, and fashion accessories.
Pro Tip: Apply gloss coatings to imagery and product photos while keeping the background matte for contrast.

Anti-Scratch and Protective Coatings: Durability Without Compromise

Corrugated packaging used in e-commerce and transit often faces wear and tear. Anti-scratch and protective coatings offer an additional layer of protection without compromising aesthetics. These coatings extend the life of the packaging while maintaining brand integrity.
Best for: E-commerce, subscription boxes, and fragile product packaging.
Pro Tip: Use protective coatings to ensure that visually striking embellishments remain intact during transit.
Unleashing the Power of Enhanced Corrugated Packaging
For Italian brands looking for differentiation in an increasingly saturated market, using embellishments, special substrates, and coatings offers an opportunity to elevate corrugated packaging from a functional necessity to a brand experience. These enhancements not only increase perceived value but also create a memorable, tactile journey that engages customers and reinforces brand loyalty.
By embracing foil stamping, embossing, and specialized coatings while selecting substrates that align with their sustainability goals, brands can craft packaging that tells a compelling story—one that resonates with modern consumers.
As the corrugated packaging sector continues to evolve, innovative print service providers have a unique opportunity to guide brands toward impactful solutions that merge functionality, aesthetics, and sustainability. Whether for luxury goods, subscription services, or e-commerce, enhanced packaging can elevate the brand experience and drive repeat business for years to come.

13/06/2025

Trends