Most brands assume their packaging inside the box is invisible. Something functional, forgettable, a line item in the ops budget. Ship it. Done.

We weren’t sure that assumption was right. So we partnered with Michigan State University to find out.

The result is the MSU National Consumer Study on branded internal packaging – 400+ census-balanced US adults, with a quantitative survey plus qualitative focus groups. The question we asked: does branded internal packaging actually change consumer behavior? And if so, how much?

Key findings at a glance

• 75% vs. 11% – branded void fill scores 75% on visual appeal; plain kraft scores 11%
• 57% more likely to recommend the brand after a premium unboxing
• 50% more likely to share the unboxing on social media – unprompted and unpaid
• 45% say branded internal packaging signals a detail-oriented brand that cares
• ~40% willing to pay a higher price point for a product with premium packaging
• 77% prefer to reorder from familiar brands – making every shipment a retention touchpoint

We Commissioned Independent Research on Branded Void Fill. Here’s What 400 Consumers Told Us.