How Custom Paper Bags Influence Brand Perception in Retail Stores

What if we told you that when it comes to selecting carrier bags for your retail stores, paper bags are not the most environmentally friendly option, especially when compared to…wait for it… plastic bags?

Yes! You heard that right.

The primary advantage of paper bags over plastic bags is that they are easily recyclable and biodegradable. As a result, choosing paper bags for your retail outlets would reduce your brand’s contribution to landfills and water pollution, but that does not mean that you will reduce your carbon footprint by choosing paper bags.

Custom paper bags are much more energy-intensive to produce than plastic bags. An article by National Geographic noted that even though manufacturing plastic bags uses non-renewable resources such as petroleum, the process carries the lowest environmental toll and produces lesser carbon emissions and by-product waste than producing fabric or custom paper bags.

They are also less durable, which means that, unlike plastic bags, they cannot be reused as often. In fact, while consumers may be encouraged to fold and reuse plastic bags, they would most likely dispose of any paper bags (hopefully) in the recycling bin.

So, why are we, as a paper packaging company, telling you how paper bags might not be the correct answer if you’re looking to build better brand perception through sustainable packaging choices? Well, the thing is, even though manufacturing paper bags consumes around 4 times more energy than manufacturing plastic bags, they still do not live on the planet forever compared to plastic bags. With paper bags, the initial harmful impact is lessened significantly by creating a closed-loop economy. The product becomes the raw material for new products, reducing the need for virgin materials.

Moreover, as a retail brand, several other aspects must be considered apart from the environmental impact (as much as we love Mother Earth and consider its preservation the utmost priority). Retail brands face unbelievable levels of competition in today’s crowded markets, and therefore, if they intend to be a going concern, it is crucial to make business-beneficial decisions also.

Interestingly, using paper bags is one way to do that. Brand perception is one of the important factors mediating this relationship between custom packaging choices and business perception.

Custom Paper Bags and Branding

• Improving Brand Appeal

When it comes to brand visibility and recognition, custom paper bags make a bolder aesthetic statement than flimsy plastic bags. Paper bags are more stylish and chic, elevating the perception of their contents from cheap to premium.

For example, imagine purchasing a pair of sneakers from Adidas from the Champs Ellysse’s store but walking out of the store with the shoebox in a plastic bag. The plastic carrier bag kills at least 50% (exaggerations included) of the pride and satisfaction a consumer feels from making the purchase. The same pair of shoes in a kraft paper bag with Adidas’s seasonal logo and/or a printed message of seasonal promotion would not only add to the post-purchase experience but, would also attract on-lookers towards the brand.

In this case, custom paper bags act as a “walking billboard” for your brand. They inform other consumers about your brand’s existence and what you sell. Consumers searching for an item but forgetting about your brand are reminded of it simply by noticing your brand’s paper bag in another person’s hands.

• Enhancing Brand Visibility and Recognition

Brands need branding—simple. Without strategic branding efforts, your retail brand will drown in the chaotic, crowded market—and this is true for all industries. As a business, you need to pick tactics that optimize your budget and marketing goals. Custom paper bags are cost-effective to produce, especially when ordered in bulk, and present custom packaging manufacturers with a number of options to increase the luxury and aesthetic appeal.

For example, a bold-colored carrier bag with spot UV being carried across the road will definitely attract the attention of onlookers. The brand and its colors will make it easier to remember the onlookers the next time they are in proximity to it. Events like these are essential marketing touchpoints that create a differentiated brand image.

• Managing Sustainability Perceptions

Even though the initial production of custom paper bags might objectively lead to a higher environmental impact, paper bags do signal a brand’s commitment to environmental sustainability. Because of their ease of recyclability and biodegradability, paper bags attract eco-conscious customers who prefer retail brands that have adopted sustainable packaging.

Paper bags represent a significant shift from plastic packaging. Ideally, custom packaging manufactured for retail settings is made from recycled materials such as wasted paper or recycled wood fibers. In several parts of the world, single-use plastic carrier bags are being completely banned, leading retail brands to alternatives such as fabric, spun-bond non-woven PP, or paper bags. Such initiatives by governments further add to the perception, causing consumers to associate brands still using plastic carrier bags with irresponsible, illegal, and not worthy of their purchase intentions.

Essentially, then, by making a simple choice of custom packaging material, you might be killing your brand—even if your initial intention of sticking to recyclable plastic bags for your retail outlet was sustainability-focused.

• Differentiating From the Market

After devising the image that persona that your brand needs to carry, carrier bags are another opportunity or element that can be capitalized on.

Custom paper bags can be made from a range of materials all adding differently to the brand perception. For example, a laminated specialty board with satin handles and a 3D print design will simply elevate your brand’s outlook. The attention to detail and aesthetics, unmissable through their paper bags will help consumers associate the same features with your brand in general.

Also, when running a seasonal campaign or a promotion, custom paper bags again offer the opportunity to differentiate your brand, its effort for the seasonal events, and sometimes even its product offering through a printed paper bag.