Sappi’s “The Standard” is back with its 7th edition, diving deep into the powerful connection between packaging, brand perceptions, and the ultimate bottom line – sales. In today’s fast-paced market, first impressions are everything. And with packaging making up a third of purchasing decisions1, brands have the chance to win or lose a customer in seconds. Investing in creative and impactful print communications isn’t just smart, it’s essential.
Brand impressions
In any industry, staying competitive usually means focusing on product features, but there's one powerful tool that often gets overlooked: packaging. It’s more than just a container—it’s a brand’s first impression, a silent storyteller that can sway purchasing decisions. It gives brands the power to shape what customers see and feel through thoughtful choices in imagery, texture, colour, and shape. Let’s be honest. No one ever got excited about opening a plain, brown box. But throw in a unique feature and a bit of flair and suddenly, it’s an experience – so why not use the opportunity to your advantage?
The 7th edition invites readers on an exciting journey through techniques that can only be applied to woodfibre-based products. Each page is a showcase of packaging possibilities using Sappi’s Spectro – a premium paperboard line available exclusively from Ariva. From special coatings and embossing to vivid colours, unique textures, scented papers and glossy finishes – this edition has it all. What’s more, it’s also a practical guide packed with tips and techniques for mastering the art of print design and achieving flawless results.
More than just first impressions, packaging can also create lasting memories, leaving consumers with a brand experience they want to share.
Memory retention
The right packaging can not only seal the deal but also make a brand unforgettable. A recent Clemson University study revealed that nearly 60% of participants rated chocolate wrapped in premium packaging as tastier than the same bar in plain wrapping. Investing in distinctive packaging and memorable unboxing experiences doesn’t just enhance appeal—it encourages consumers to share their experience on social media, display it proudly at home, and even rave about it to friends and family. In fact, 64% of consumers are more likely to purchase a product after watching a video about it.2 Designing with unboxing videos in mind can give brands valuable exposure for free.
An alternative to plastic
Emerging policies and social/environmental pressures are pushing organizations to cut down on or eliminate plastics from their operations. While this can be challenging, there are some areas where switching to more sustainable materials is surprisingly easy. Spectro paperboard offers a practical, paper-based alternative to plastic for items like membership cards, hotel room keys, bookmarks, and retail gift cards. It's durable, sturdy, and has a coated surface that allows for vibrant colours and sharp details. Whether you’re using Spectro C1S or C2S, you can count on it to handle even the toughest applications with ease.
Sustainability
Packaging made from sustainably produced paper is a renewable resource with a much higher recycling rate than other materials. When it comes to sustainability in the paper industry, Sappi is leading the charge. With a long-standing commitment to responsible forestry, every step of Sappi's process from harvesting to transportation is guided by best environmental practices. Their mills are dedicated to building a circular economy, significantly mitigating carbon and other greenhouse gas emissions, making Sappi North American paper grades among the most sustainable on the market. Their paper and packaging mills are triple certified in accordance with the leading global sustainable forestry chain of custody certification systems, including the SFI program, the PEFC and the FSC.
Ariva makes it possible for customers to fully offset the small amounts of carbon associated with these paper grades while supporting local projects (Ontario or Quebec based) tied to forestry and/or the paper industry. All offsets are serialized, quantified and third-party verified. Click here to read more about Ariva's Carbon Neutral Program or contact your sales representative to find out how you can get involved.
To request a physical copy of The Standard 7, click here.
1 https://www.ipsos.com/en-us/news-polls/Most-Americans-Say-That-the-Design-of-a-Products-Packaging-Often-Influences-Their-Purchase-Decisions
2 https://www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/
