When players discover your game for the first time, they won\u2019t start with your rulebook or your game\u2019s mechanics. Instead, they\u2019ll see the box. Whether customers first see your game during its crowdfunding campaign or on the shelf in-store, your box is their first touchpoint and the first resource they\u2019ll use to form an opinion about your game.<\/p>\n
In a competitive market, this first impression can make the difference between someone walking past your game without forming any interest and attracting their attention and encouraging them to pick it up.<\/p>\n
A good board game box design needs to both look interesting, attract people\u2019s attention, visually communicate your game\u2019s key themes, and build brand recognition.<\/p>\n
Below, we\u2019ve explained how you can design a box for your game that achieves this and gets the best possible commercial results.<\/p>\n
Need help preparing your game\u2019s box or other components? Contact us<\/a> and our team can help you finalize your game\u2019s components and get ready for production.<\/p>\n Your game\u2019s box is more than just a container that holds its pieces — it\u2019s also a major marketing asset that attracts attention and quickly tells potential customers what your game is about.<\/p>\n In retail stores, your box competes against dozens of other games for visual space. When your game is marketed online, it competes at thumbnail size on websites or in campaign images for people\u2019s attention and interest.<\/p>\n If your box is bland, confusing or forgettable, you\u2019ll lose potential buyers before they even have a chance to learn about your game. If it\u2019s striking, clear and memorable, you\u2019ll generate curiosity that can be converted into purchases.<\/p>\n Your choice of box size and shape is both a creative and practical decision. In general, it\u2019s best to stick with a standard box size. These sizes are familiar to retailers and able to stack neatly on store shelves. They\u2019re also generally the easiest and most cost-effective to manufacture.<\/p>\n Our guide to board game boxes<\/a> and component guide go into detail about common board game box sizes, types and materials.<\/p>\n In general, when it comes to boxes, going too large can make your game heavier, harder to ship and store, and more expensive to produce, while going too small may potentially lead buyers to assume your game is \u201clight\u201d or less valuable.<\/p>\n As for box shape, unique shapes or unconventional sizes can help your game stand out and get more attention, but they also risk awkward storage and higher manufacturing costs.<\/p>\n Striking the right balance is key. The best approach is to pick a size that fits all your components comfortably while supporting your market positioning. If you need help with this, contact us<\/a> and we can help you choose the most appropriate and cost-effective box size for your game.<\/p>\n When you\u2019re designing your box art, it helps to remember the classic marketing framework of A, I, D, A, or \u201cAttention, Interest, Desire, Action.\u201d The first step of this process, and the most critical for your box, is to attract people\u2019s attention.<\/p>\n The human eye is drawn to bold contrasts, strong focal points and vibrant colors. A great box for a board game should invite curiosity and suggest the mood of your game, whether it\u2019s a strategy game, a bold adventure, a fun and humorous game, or a classic mystery.<\/p>\n Try to avoid overly busy art that makes it hard to tell what\u2019s happening. Instead, focus on one or two strong visual elements that convey the general theme of your game. The goal here is not to explain your game\u2019s mechanics visually, but just to show customers its theme and style.<\/p>\n Your title needs to be instantly legible, whether someone sees it from across a retail store or in a tiny online picture. That means you\u2019ll want to avoid using any overly stylized fonts that are hard to read, or using any colors that blend into the background.<\/p>\n A simple test for your title is to shrink your game\u2019s cover design down to 100px wide. If you can still read the title, it\u2019s clear and legible. If you can\u2019t read the title at this size, you should consider redesigning it so it\u2019s easier to read in thumbnails or from across a retail store.<\/p>\n Every great game should have a unique selling point. This can be cooperative gameplay, great miniatures, or just a fun and quirky theme that makes it stand out. Your box cover should hint at this hook so people develop an interest in and desire for your game.<\/p>\n You can communicate this through art, and also through text. For example, adding an icon that shows 1-6 players is a great way to show that your game is suitable for families.<\/p>\n You can also use a tagline like \u201cA fast-paced mystery for friends and family\u201d to give extra context about your game without overwhelming the art.<\/p>\n Instead of trying to show people everything at once on your front cover, lead with a single strong message to invite curiosity and encourage people to pick up your game\u2019s box to learn more.<\/p>\n When someone picks up your game, they will next flip it over to learn more about the game. The back of your box should answer three key questions quickly, without making people read a lot of text.<\/p>\n First, it needs to explain what your game is about. Second, it needs to show what your game will look like when it\u2019s set up on a table. Third, it needs to persuade people of why they will enjoy the game and should consider buying it.<\/p>\n To achieve this, include a short and engaging description of your game (2-3 sentences or less), high quality images of your game\u2019s components set up and ready to play, and a list of key game details, such as player count, age and play time.<\/p>\n Most importantly, unless your game is designed for enthusiasts, avoid using a long wall of text on your back cover. Keep it short, simple and aimed at giving people one to two strong reasons why they should convert their curiosity about your game into a purchase.<\/p>\n Your box needs to be sturdy enough to protect components, with inserts or compartments that prevent damage in transit. A box that dents easily, has a lid that slides around, or arrives partly crushed will hurt your game\u2019s reputation, no matter how nice your art is.<\/p>\n Key details to consider here include the thickness of your box\u2019s cardboard and the dimensions of your box to fit into shipping cartons. Our team can assist you with this and make sure you\u2019re using the correct box size and materials for your game\u2019s components.<\/p>\n Before finalizing your box design, make a prototype. Create a mockup of your box and place it on a shelf with other games that you see as direct or close competitors to yours.<\/p>\n Does your game\u2019s box stand out? Does the title pop? Does the back of your box sell the game effectively and make your target audience<\/a> feel the desire to buy?<\/p>\n You can also test thumbnails of your box art online to see how your cover looks on Kickstarter, or sites like BoardGameGeek at a range of sizes. Gathering real feedback like this before you commit to thousands of printed copies can help you avoid expensive mistakes.<\/p>\n Your game\u2019s box art can have a big impact on its commercial success. A good design attracts attention, invites curiosity and sells people on your game without the need for lots of text or an overly complicated cover.<\/p>\n On the other hand, an ineffective box can cause even the most interesting game to blend in to the crowd and fail to achieve its potential.<\/p>\n When you design your next board game box, treat it with the same level of care you give your game mechanics. After all, your game needs to attract attention to get players, meaning even the greatest game won\u2019t be appreciated if it fails to hook its audience online or in stores.<\/p>\nUnderstand the Role of Your Box in Marketing<\/h2>\n
Choose the Right Box Size and Shape<\/h2>\n
Try to Attract Attention With Your Cover Art<\/h2>\n
Use a Clear, Highly Readable Title<\/h2>\n
Highlight Your Game\u2019s Hook on the Front<\/h2>\n
Design the Back for Selling Your Game<\/h2>\n
Plan for Practical Manufacturing<\/h2>\n
Test Your Box Design Before You Print<\/h2>\n
The Bottom Line on Board Game Box Art<\/h2>\n