How Important is Packaging Design in B2B?

Packaging design is the most important product advertisement—right after the product itself. It effectively communicates the quality of a product and conveys the brand message. Ideally, a unique packaging design enhances the positive perception of the product. Even a low-quality product can be perceived positively for a short time due to attractive packaging—but in the long run, this is not enough.

In Germany, where quality and precision are central values, careful packaging design is even more important. For example, the well-known panel gaps in German cars symbolize perfection and attention to detail. However, in technical fields, packaging design is often neglected. The argument is that packaging is only for B2B, and it is discarded immediately after shipping and unpacking. Additionally, packaging is used for various products and cannot be meaningfully customized. These arguments are as valid as they are functional. More effort is put into spare parts and accessories, but even here, the quality of packaging design varies significantly.

A common problem in packaging design—beyond a lack of strategy—is uninspired, unimaginative logo patterns and inconsistencies. While individual packages may seem appealing at first glance, when viewed in larger quantities, inconsistencies in logo sizes, placements of design elements, and proportions become evident. These inconsistencies disrupt the overall visual impression and have a negative subconscious effect—especially when multiple packages are placed side by side, whether on a shelf or in the workplace. How well is the sender, the brand, recognized at the point of use? If brand visibility on a construction site is unimportant, why do companies like Würth invest heavily in exactly that aspect of their packaging?

The key question is: How can a product be perceived as high-quality or even premium if its packaging fails to communicate that level of quality—especially across hundreds or thousands of items? Poor packaging design undermines the credibility and quality claims that a company otherwise strongly emphasizes. 

The Solution: Quality and Consistency in Packaging Design

A strong packaging design starts with a clear strategy:

1. Define brand positioning and messaging: Even for B2B packaging, it is crucial to determine in advance what role it plays in brand communication. Innovation, technological leadership, or proven reliability can all be communicated – even on brown cardboard packaging. For spare parts and accessories, it is essential to go beyond product communication and highlight brand values and emotional messages – while still considering production costs.
2. Establish brand architecture: Determine early on which brand serves as the sender brand. In B2B, this is usually the corporate brand. Many B2B companies also manage one or more product brands. How should these be distinguished from the corporate brand? How should sibling product brands be handled? How do we deal with product variants, different configurations, and sets – i.e., structures that diversify vertically under a product brand? Addressing these questions early and maintaining consistency helps avoid costly corrections later.
3. Make quality visible: High-quality packaging design is reflected in details such as well-executed typography, balanced forms, modern imagery, and contemporary pictograms that match the product’s premium claim. B2B companies typically use corporate packaging design, meaning the corporate design’s elements and systematics are applied to packaging design as well. A well-planned design system allows for differentiation among product brands and can visualize quality differences between product groups (e.g., good/better/best). It is essential that the results are understandable and tangible for customers and users.
4. Ensure brand coherence: Every package should reflect the company’s brand message and values – not just in content but also in design execution. The design must be consistent, regardless of the packaging size or shape. Design systems help structure varying levels of complexity in content and design elements. In B2B, various packaging types are used, from multi-colored printed folding cartons to one- or two-color printed brown cardboard boxes, pouches, blisters, and more. Many products are packaged multiple times and should maintain a uniform appearance despite variations in printing colors and techniques. A well-thought-out design system accommodates these requirements and ensures a cohesive brand image. Companies managing thousands of products with different packaging formats should develop a scalable design system based on mathematical principles to ensure consistency, flexibility, and measurable reductions in workload.

Investment rather than cost factor: Packaging design should be viewed holistically as part of the brand strategy. It is not an additional cost factor but an investment in brand perception and long-term customer loyalty. The right packaging design can boost sales by up to 30%. Another often underestimated factor is customer retention. Packaging design can strengthen this by catering to users’ needs in their daily operations and simplifying processes.

Conclusion

Especially in B2B, visually appealing and well-thought-out designs can make a significant difference. Instead of settling for plain brown cardboard boxes or logo patterns, companies should consider how their packaging can communicate expertise and appreciation. Even brown cardboard boxes can be creatively designed to enhance brand value.

Packaging design is far more than just a protective shell for products. It plays a crucial role in shaping first – and even second – impressions. It serves as a medium for brand communication and a reflection of customer understanding and quality awareness. B2B companies that invest in consistent and appealing packaging design not only improve their image but also strengthen their market position in the long run. After all, as the German commitment to quality shows: It’s the details that make the difference.