Package insert guide / Updated July 29, 2026

What to put in a package insert

A useful ecommerce package insert should do one main job: thank the buyer, explain care, make reordering easier, or point to support.

Short answer: include one clear message, the minimum information needed for that message, and one next step. Do not make one small card thank, teach, sell, request a review, and tell the whole founder story at once.

Create a card brief

The decision

Choose the customer's next need

Start with the moment after the box opens. What should the buyer understand, feel, or do next? That answer determines the copy hierarchy, not the template that looks nicest.

A single primary job makes the insert easier to read and easier to review. A secondary support detail is fine; five competing calls to action are not.

Thank-you

Acknowledge the purchase and reinforce the relationship without immediately asking for another favor.

Care

Explain the few use, storage, cleaning, or safety details the customer needs first.

Reorder

Make the next purchase easier when the product is likely to run out or need replacement.

Support

Show the fastest route to setup help, troubleshooting, or contact information.

Feedback

Ask neutrally for honest feedback and follow every marketplace rule that applies to the order.

Two-sided structure

Give Front and Back different jobs

Front: Brand cue, short headline, and the primary message the customer can understand at a glance.
Back: Instructions, support details, URL, QR code, or the single next action that completes the Front.
Both sides: Shared palette, type hierarchy, spacing, motif, and tone so the card feels like one system.

Seven-line brief

Write this before choosing a style

Card job: Thank-you, care, reorder, support, feedback, or another single purpose.
Recipient: Who receives it and at what moment in the order experience.
Front: One primary message.
Back: One action or useful detail.
Required: Brand name, URL, QR code, instructions, support, or required copy.
Brand cues: Existing colors, typography, packaging references, and tone.
Avoid: Unsupported claims, unsuitable imagery, clutter, and words that do not fit the brand.

Copy starters

Three simple package insert examples

Thank-you: “Thank you for choosing us. We hope this order feels as considered when you open it as it did when we packed it.”
Care: “Start here: follow these three care steps before first use. Scan for the full guide and support.”
Reorder: “Running low? Scan to return to this product. Check the destination and current offer before printing.”

Rewrite every example in the brand's own voice. A useful structure is reusable; identical copy across unrelated brands is not.

QR code

Tell people what happens after the scan

Send the code to one relevant destination.
Use a specific label such as “Scan for care instructions,” not only “Scan me.”
Keep strong contrast and clear space around the code.
Test the final printed sample on more than one phone.
Confirm the destination, tracking, consent, and marketplace rules before production.

Pre-production check

Check the message before the print file

One primary job is obvious.
The Front is understandable at a glance.
The Back adds useful information instead of repeating the Front.
Type remains readable at the final physical size.
Names, URLs, codes, contact details, and required copy are correct.
The QR code works from a printed proof.
The printer confirms size, bleed, safe area, color, material, and file requirements.

FAQ

Package insert questions

What should I put in a package insert?

Give the insert one primary job. Include a short message, only the information needed for that job, and one clear next step such as care instructions, support, or reordering.

What is the difference between a thank-you card and a care card?

A thank-you card reinforces the customer relationship after purchase. A care card explains how to use, maintain, store, or troubleshoot the product.

How should I use the Front and Back of a package insert?

Use the Front for recognition and one primary message. Use the Back for instructions, support details, a URL, a QR code, or the next action. Keep both sides visually coordinated.

Does every package insert need a discount code?

No. A useful thank-you, care, support, or reorder message may fit the customer moment better. Add a discount only when it supports the insert's primary job.

Can I put a QR code on a package insert?

Yes. Send it to one relevant destination, label what the customer will get, preserve strong contrast and clear space, and test the final printed sample on multiple phones.

Build the brief

Turn the job into a coordinated Front and Back

MARKFOLDS is a web-based workflow for ecommerce cards and inserts. PNG delivery exists; SVG delivery depends on the plan, saved artifact state, and vector-safety path.

Start a card brief Check current file allowances