If you think that cartons are just boxes that contain products, you are about to discover a whole new world of opportunities for your business. If you already understand the meaning and value of a carton for your product, but don`t have a clear vision of how to benefit from it you are also up for a treat.
In this article, we shall give a detailed definition of a carton, describe all the kinds of boxes and containers, explain the difference between them and the pros and cons that will let you decide, what carton will be the best solution for your product. Moreover, we shall answer the eternal questions – what is the difference between standard and custom carton, and does it matter for my brand what kind of carton to use?
Continue reading and learn about all the features of cartons, their role in any product`s promotion, and how your brand can benefit from a quality carton whilst significantly reducing the associated costs.

Thinking out of the box
Cartons – for most people, this is just a box that they will get rid of as soon as they bring your product home. They don`t even suspect that the carton was the reason they:
• Paid attention to your product.
• Bought your product.
• Will be satisfied with your product.
• Will get interested in other products of the same brand.
• Will recommend this product and possibly your brand to others.

That’s a lot of suggested features for a simple cardboard box, isn’t it? Already many business owners do recognise the importance of carton for the success of the brand, many are yet to learn. Cartons are often considered to be one of the main factors that determine whether a new product launch will be a success, a disastrous flop or at worst, a complete waste of money and reputation.

Definition of carton:
Since cartons have so many options, it is pretty obvious that a cartons definition holds something more comprehensive than just a “container” or a “box”. The carton is relevant to most industries. And each industry has its specific definition for its cartons:
• Logistics – a carton defines whether the storing and delivery of a product will be safe and efficient. Quality cartons increase the efficiency of logistics processes and reduce the risk of extra expenditure.

• Marketing – marketers see carton as a powerful tool for the promotion and development of a product or the brand in general. Carton plays an important role in the creation of the brand image and acts as a communication means between a brand and a potential customer.

• Retail – playing a great role in the layout and overall vision of the salesfloor, carton becomes a powerful tool for retailers to attract customers into their location, draw their attention and inspire additional sales that form the lion`s share of any store`s revenue.

No wonder the worldwide carton industry today is worth $900 billion. And the numbers are only growing. For example, in 2020 the worth of the carton industry grew almost 5%, which is pretty impressive considering the overall economic recession caused by COVID-19.

The attributes of carton:
Now that we know the importance of carton, let`s try to analyse the attributes of a quality carton. This simple knowledge will help you see beyond a colourful design and understand whether your carton meets all the requirements of your modern evolving market.
Easy storing:
We have already mentioned that quality carton is important for efficient logistics. Let`s have a closer look at this feature. At least 74% of business owners claim that it is important for them whether the package makes it easy to store and transport products. This feature allows you to offer your customers deliveries, provide more inventory to retail points, and be able to order bigger lots of commodities and provide more product at one, significantly cutting your production costs.

Ability to reseal:
When it comes to the efficiency of your business, every detail matters. And the ability to re-seal and use a package again optimizes your costs significantly. This is relevant both for bulk and individual cartons. Most consumers of products are now environmentally aware people, they value the recyclability of a carton greatly. Needless to say, that in this case, your custom carton becomes a significant image feature for your brand.

Easy to open:
Being custom-made does not mean complex or sophisticated. On contrary, custom carton allows you or your customers to get better access to a product. That is why in over 60% of cases it is crucial whether your carton is easy to open and close and does not stall the logistics or makes a customer put an extra effort while trying to open the box. From storing at a warehouse to transport, display or finally in a home, the opinion about your brand is greatly influenced by the carton.

Ability to extend product life:
While dealing with fresh and organic products, companies face significant issues: most products have a lifecycle. As a result, you cannot produce bigger lots, transport your products to further destinations, or then store it for a long time. However, specialty designed cartons can increase a product`s life. Securing products from UV light and preserving them from moisture, sunlight etc. Custom designed boxes give you a larger field for logistics manoeuvring and preservation from additional costs. In at least 65% of cases, the lifecycle of your product is the shortened when it comes to inadequate cartons.

Easy to carry:
Now, already being attractive, informative, and durable, your package should also be easy to use. 53% of business owners claim that the convenience aspect of their carton played a huge role in sales. In other words, if a package is comfortable and easy to use and an end user may easily carry, open and use, you have bigger chances for recommendations and repeated sales.

As you see, there are lots of features to consider, and eventually, it is much easier and cheaper to order custom carton than digging through the whole carton industry looking for a perfect ready carton solution. Custom carton does not mean creating complex designs and solutions. It means getting yourself a carton that will be most efficient for you and your customers.

Carton materials:
The carton is a huge industry. The quality and features of carton vary according to its materials. At the same time, different materials may be a perfect solution for one type of product and a total waste or even a hazard for another.

Corrugated Cardboard cartons:
At least 38.8% of all the cartons in the world are cardboard boxes and cardboard containers. This is pretty understandable, being the most eco-friendly and customisable, cardboard boxes are versatile enough to be used for almost any products. The range and variety of cardboard materials is so wide that in this segment you will see tough and durable post boxes and then delicate, luxury-looking cosmetic or heavy duty boxes.
PROS:
• Customizable
• Lightweight and easy to store.
• Affordable
• Easily recyclable