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Packaging satisfaction has taken on a new prominence when it comes to developing a brand’s branding. In this regard, it plays a crucial role in shaping purchasing intent. According to recent studies, customers show a 20% higher likelihood of purchasing and using products when they are pleased with the packaging.

This has put immense pressure on companies to drive innovation, not only in terms of aesthetics but also focusing on functionality and safety. Furthermore, since the packaging is a pivotal aspect of brand image, product trials, and repeat purchases, companies in any industry must continuously gauge customer satisfaction and adapt their practices to foster brand loyalty and customer retention.

Why is Packaging Satisfaction becoming a significant factor in brand awareness?

Packaging that aligns with the brand’s marketing communications has the greatest potential for encouraging repeat purchases. As online retail becomes more prevalent, consumers have reduced interactions with physical stores. Given that a dissatisfied consumer can easily switch brands with a single click, the role of packaging has become increasingly crucial as a means for brand owners to engage with their customers at various touch points throughout the product’s life cycle.

Package testing involves assessing the functionality, resilience, and safety of product packaging. Its significance lies in guaranteeing that products reach consumers in the best possible condition.

Through extensive package testing, companies can reduce product damage, improve customer satisfaction, and safeguard their brand’s reputation.

Packaging satisfaction

Benefits of package testing

Benefits of Leveraging Customer Satisfaction

Ensuring product preservation during storage and transportation: By examining packaging materials and design, businesses can protect their products from damage or deterioration during shipping or storage.
Minimizing product damage and losses: Thorough package testing helps to decrease product damage, leading to reduced expenses associated with returns, replacements, and customer discontent.
Improving customer experience and satisfaction: Well-crafted packaging that safeguards products and enhances usability contributes to positive customer experiences, promoting loyalty and repeat purchases.
Strengthening brand image and reputation: High-quality packaging showcases a commitment to product excellence and can positively influence customers’ perception of the brand.
Mitigating risks and reducing potential liabilities: Rigorous package testing ensures compliance with regulatory requirements, lowering the risk of legal issues and liabilities related to insufficient packaging.

Packaging satisfaction a game-changer

Whether we talk about initial packaging experiences or large and long distribution chains, the design of the packaging speaks for the company.

Primary Packaging: First Impression Matters

Primary packaging refers to the immediate container of the product, the one that comes into direct contact with the item it contains. This phase is the first opportunity to make a lasting impression on the consumer. Attractive design, ease of use, and proper product protection are crucial factors for the success of primary packaging.

a) Attractive Design: Visually appealing packaging catches the consumer’s attention on store shelves. Colors, typography, images, and graphics should align with the brand identity and target audience.

b) Functionality: Functional packaging makes it easy for consumers to handle and use the product. Ergonomic design and easy opening enhance the customer experience and can lead to repeat purchases.

c) Product Protection: Primary packaging must ensure the product arrives intact in the hands of the customer. Inadequate packaging that damages the contents can lead to dissatisfaction and loss of trust in the brand.

Secondary Packaging: Unboxing Experience

Secondary packaging refers to the packaging that groups multiple individual products together and facilitates transportation and display. While its main function is logistical, it can also add value to the customer experience, especially during the unboxing moment.

a) Unboxing Experience: In recent years, the “unboxing” phenomenon has become relevant in marketing. Well-designed secondary packaging can turn the unboxing into an exciting and memorable experience for the customer.

b) Additional Information: Secondary packaging can provide supplementary information, such as usage instructions, thank-you messages, or promotions, which can positively influence the customer’s perception.

Tertiary Packaging: Environmental Impact and Sustainability

Tertiary packaging encompasses the packaging used for the bulk transportation and storage of products, such as cardboard boxes and palletized unit loads. At this stage, sustainability and the environmental impact of packaging have gained prominence.

a) Environmental Responsibility: Modern consumers are increasingly concerned about the environmental impact of the products they buy. Using sustainable and recyclable materials in tertiary packaging demonstrates a commitment to environmental responsibility and can improve the brand’s image.

b) Waste Reduction: Intelligent design of tertiary packaging can optimize storage and transportation space, thus reducing waste and associated costs.

Ensuring Packaging Satisfaction

There are major companies and organizations that have been ensuring transportation safety and enhancing the user experience. In the United States, online shopping and nationwide distribution of goods are increasingly common.


For years, Amazon has been committed to making customer satisfaction their top priority. This dedication led to the creation of Frustration-Free Packaging, a concept aimed at providing packages that fully meet the consumer’s needs. Over the past decade, Amazon has diligently implemented this initiative, and the results have been exceptional. Firstly, customers now enjoy an enhanced user experience, as the packages they receive are not only visually appealing but also effortless to open – a feature highly appreciated by consumers. Secondly, the Frustration-Free Packaging is environmentally responsible, being crafted from fully recyclable materials and transported with reduced carbon emissions, thus contributing to our planet’s wellbeing. Lastly, this innovative approach has proven to be cost-effective, providing benefits to all buyers within the realm of this e-commerce giant.

Continuing with this, the ISTA organization has also developed several protocols to ensure this user experience. ISTA Series 6: Member Performance is one of the testing protocols developed by the International Safe Transit Association (ISTA). This protocol is specifically designed to evaluate and measure the performance of individual packages when subjected to real-world transportation scenarios. The goal of ISTA Series 6 is to ensure that packaging can withstand the rigors of the distribution process and adequately protect the product it contains.


During ISTA Series 6 testing, packages are subjected to various simulated transportation hazards, including vibrations, shocks, drops, and compressions. These tests mimic the conditions packages may encounter during handling, storage, and shipping. By conducting these tests, manufacturers and distributors can identify any weaknesses in the packaging design and make necessary improvements to ensure the product’s integrity throughout the supply chain.

The results obtained from ISTA Series 6 testing help companies assess the adequacy of their packaging solutions, leading to improved product protection, reduced damage, and enhanced customer satisfaction. By adhering to ISTA’s standards, companies can demonstrate their commitment to providing a safe and reliable product to consumers, making it a crucial tool for the packaging industry.

The tests of ISTA 6 are:

  • Project 6-AMAZON.COM-SIOC
  • Project 6-AMAZON.COM-Over Boxing
  • Project 6-SAMSCLUB
  • 6-FEDEX-A
  • 6-FEDEX-B

Packaging Satisfaction and Safe Load Testing Technologies

Safe Load Testing Technologies has been dedicated to innovation and designing testing machines for 20 years. Our state-of-the-art equipment accurately simulates transportation conditions, ensuring that products remain intact throughout the distribution chain in the United States or any country. By subjecting packages to rigorous testing using these machines, any potential issues during transportation are identified and addressed proactively. This meticulous approach guarantees that customer satisfaction remains uncompromised, as products reach their destination in perfect condition, and clients can rest assured that their goods are well-protected throughout the supply chain.