The packaging of products is one of the most important decisions every company makes. Well planned packaging techniques can inhibit or enhance sales. It is financially burdensome to a company to change packaging regularly, and it also often causes product identification problems for the consumer. The packaging technique decisions you make now can affect your product and your business for quite some time. Below are a few techniques to consider when designing your product packaging.
Protecting the integrity of your product is an essential packaging technique. Proper packaging assures your products get to their location intact without any adulteration from their original form or purpose. Design product packaging with attention to sturdiness. Work with your packaging supplier to ensure your products’ boxes, bags, jars, and other containers are designed to withstand the distress experienced through shipping, in warehouses, onto store shelves, and delivery to the consumer.
Besides durability, your product packaging should promote the product, as well as your company and brand name or logo. Product packaging has a strong affect on consumers so be sure to choose colors, fonts, artwork, and styles that will stand out and draw attention to your product. The first thing a consumer notices about your product is the package itself. Buyers also tend to recognize the company logo or brand on the package. Therefore, it is important to have similar designs and graphic elements on different products your company offers.
Making sure the consumer can access the product is important to consider when designing a package. A consumer may think twice about buying a product that is over-packaged. For example, if he needs a pair of scissors, a buyer could pass up a pair encased in heavy plastic and instead favor a pair of scissors sheathed in lightweight corrugated or cardboard.
As consumers become more and more environmentally conscious, many companies are incorporating green designs into packaging. This is also another area where you can communicate to the buyer your company’s priorities through your packaging techniques. For example, many businesses offer products in packaging that's made out of recycled materials. Designing packages out of biodegradable plastics or using boxes made out of recycled corrugated can enhance your business’s image with consumers and offer another motivation to buy your product instead of a similar item sold by the competition.