Getting the size right is the most important part of a custom box. Too big and the product rattles; too small and it does not fit. This guide explains how rigid box dimensions work, the difference between internal and external sizes, and the common rigid box sizes brands use.
How box dimensions are written
Box dimensions are always written in the same order: Length × Width × Height (L × W × H).
- Length: the longest side of the opening
- Width: the shorter side of the opening
- Height: from the base to the top of the box
For example, 200 × 150 × 60 mm (7.87 × 5.91 × 2.36 in) is a box 200 mm long, 150 mm wide and 60 mm high.
Internal vs external dimensions
This is where most sizing mistakes happen.
- Internal dimensions are the space inside the box, where the product and insert go.
- External dimensions are the outside size of the finished box.
Because rigid board is thick, the external size is larger than the internal size. With board of about 2 mm on each side, plus the wrapping paper, a box is typically 4 to 6 mm larger outside than inside in each direction. A lid that fits over a base adds a little more.
Always give us the size of your product. We work out the internal size, add the insert and the board, and confirm the external size on your proof.
Tolerances for inserts
An insert needs a little room around the product so it slides in easily but does not move:
- Foam inserts: usually a cut-out 1 to 2 mm larger than the product.
- Card inserts: a little more room, because card does not compress.
- Glass bottles: allow for small differences between bottles from the same batch.
We add these allowances for you.
Common rigid box sizes
These are typical starting points, not fixed sizes: every box is made to your product.
| Product | Typical size (mm) | Typical size (in) |
|---|---|---|
| 30 ml perfume bottle | 60 × 40 × 110 | 2.4 × 1.6 × 4.3 |
| 50 ml perfume bottle | 70 × 50 × 130 | 2.8 × 2.0 × 5.1 |
| 100 ml perfume bottle | 80 × 60 × 150 | 3.1 × 2.4 × 5.9 |
| Ring box | 60 × 60 × 40 | 2.4 × 2.4 × 1.6 |
| Necklace box | 160 × 120 × 30 | 6.3 × 4.7 × 1.2 |
| Watch box | 100 × 100 × 80 | 3.9 × 3.9 × 3.1 |
| Candle jar box | 100 × 100 × 100 | 3.9 × 3.9 × 3.9 |
| Shoe box | 330 × 210 × 120 | 13.0 × 8.3 × 4.7 |
| Apparel gift box | 300 × 220 × 80 | 11.8 × 8.7 × 3.1 |
Metric or imperial?
We work in millimetres, centimetres and inches. UK and European buyers usually use mm; US buyers usually use inches. Your proof shows both, so your designer, printer and warehouse all work from the same numbers.
Shipping size matters too
The external size decides how many boxes fit in a shipping carton and on a pallet, which affects delivery cost. If you plan to ship boxes inside a mailer, tell us the mailer size and we will make the box fit it.
How to measure your product
- Measure the product with any cap, lid or handle in place.
- Measure the widest point in each direction.
- Round up, never down.
- Send a photo with a ruler next to the product.
Our step-by-step guide on how to measure your bottle covers this in detail.
Next step
Send us your product size and the style you like through Get a Quote. We confirm the internal and external dimensions on your proof before anything is made, and you can order a paid sample to check the fit.
