It’s a mistake that many start-ups make – focusing so closely on the product that they overlook the packaging. However, as many small firms have discovered, the right packaging can be crucial to getting products safely onto retailers’ shelves and into customers’ homes.
When it comes to planning your packaging, it is worth spending time and money getting it right. It is not just a case of coming up with something you think looks great. You have to think about storage, transport, the environment and whether it fits in with retail buyers’ requirements.
Packaging that is too bulky, the wrong shape, or takes up too much shelf space is unlikely to impress buyers
As a general guide, packaging should be as light and compact as possible, with the aim of maximising the product’s value and appeal, while minimising the storage requirements and transport costs. Smith Design Agency can help you achieve that result.
You can simply go to a design company and introduce yourself. Be upfront. Tell them you are just starting out and don’t have a big budget. The worst thing they can say is no. Working with the printers and the designers and using their knowledge and experience is vital.”
Packaging materials are another factor. Things like cost, functionality, durability and the environment all need to be considered.
Packaging tips
Make sure the packaging reflects the product
The best packaging not only represents the product inside, but manages to communicate its values and market position as well. In the design business this is known as being ‘brand centric’.
“Think about where your product sits in the market, its values and purpose and ensure the packaging adequately reflects this,”
Focus on your target market
Remember, if you try to appeal to everyone, you risk appealing to no one, so think closely about your ideal consumer and package the product for them. Once you know who you’re aiming for, ensure your packaging ‘talks’ to them through every stage of the buying journey. “From product selection on the shelf, to the use, storage and display of the product at home, it’s not just the outer packaging but also the appearance of the product once unwrapped that will determine whether a re-purchase is made.
Package for travel
Give as much consideration to how your product will be safely distributed as to the design of the product itself.
The protective packaging, storage and distribution elements of the process are there not to add cost, but to preserve value and should be planned into your workflow from the start, rather than when the product itself is completed.
Typically, it costs far more to replace damaged goods than pay for adequate protective packaging from the outset. There will be a point when the cost of product damage equates to the cost of protective packaging – this is the ‘optimum’ packaging specification businesses should work to.”
Use standard sizes
Try to use as many standard sizes across a range as possible, as this can significantly reduce production costs and gives greater flexibility on pallets, both in the warehouse and on lorries. “Round bottles leave more space between them than square cartons, flexible bags can leave the contents open to crushing, and fragile containers could collapse if they have to be stacked.
What Next?
We will be happy to discuss any of the above with you and if more specialist packaging help is required we can point you to one of our associate companies.
It’s a mistake that many start-ups make – focusing so closely on the product that they overlook the packaging. However, as many small firms have discovered, the right packaging can be crucial to getting products safely onto retailers’ shelves and into customers’ homes.
When it comes to planning your packaging, it is worth spending time and money getting it right. It is not just a case of coming up with something you think looks great. You have to think about storage, transport, the environment and whether it fits in with retail buyers’ requirements.
Packaging that is too bulky, the wrong shape, or takes up too much shelf space is unlikely to impress buyers
As a general guide, packaging should be as light and compact as possible, with the aim of maximising the product’s value and appeal, while minimising the storage requirements and transport costs. Smith Design Agency can help you achieve that result.
You can simply go to a design company and introduce yourself. Be upfront. Tell them you are just starting out and don’t have a big budget. The worst thing they can say is no. Working with the printers and the designers and using their knowledge and experience is vital.”
Packaging materials are another factor. Things like cost, functionality, durability and the environment all need to be considered.
Packaging tips
Make sure the packaging reflects the product
The best packaging not only represents the product inside, but manages to communicate its values and market position as well. In the design business this is known as being ‘brand centric’.
“Think about where your product sits in the market, its values and purpose and ensure the packaging adequately reflects this,”
Focus on your target market
Remember, if you try to appeal to everyone, you risk appealing to no one, so think closely about your ideal consumer and package the product for them. Once you know who you’re aiming for, ensure your packaging ‘talks’ to them through every stage of the buying journey. “From product selection on the shelf, to the use, storage and display of the product at home, it’s not just the outer packaging but also the appearance of the product once unwrapped that will determine whether a re-purchase is made.
Package for travel
Give as much consideration to how your product will be safely distributed as to the design of the product itself.
The protective packaging, storage and distribution elements of the process are there not to add cost, but to preserve value and should be planned into your workflow from the start, rather than when the product itself is completed.
Typically, it costs far more to replace damaged goods than pay for adequate protective packaging from the outset. There will be a point when the cost of product damage equates to the cost of protective packaging – this is the ‘optimum’ packaging specification businesses should work to.”
Use standard sizes
Try to use as many standard sizes across a range as possible, as this can significantly reduce production costs and gives greater flexibility on pallets, both in the warehouse and on lorries. “Round bottles leave more space between them than square cartons, flexible bags can leave the contents open to crushing, and fragile containers could collapse if they have to be stacked.
What Next?
We will be happy to discuss any of the above with you and if more specialist packaging help is required we can point you to one of our associate companies.