Often, the focus of business-start up’s is the development and creation of their product, but the packaging can often become overlooked. However, a couple of months down the line, when sales aren’t as expected or the shelf space that was expected to be given has fallen through, companies take a setback and begin to re-evaluate their product packaging. Effective packaging is vital for the sale of a product and ensuring your target market and ultimately, the consumer is invested in your product.
Packaging planning is worth spending both time and money on. It is not only the appearance of the product that is important, but also how easily it can be transported, how it is stored and whether it will fit in the stores that you are aiming to sell it in.
Size and Weight
Packaging that is either too large, an unusual shape or too heavy, can often not be considered as it takes up much too much space in either the store room or the shop. Within a store, either small or large, saving space is one of the highest priorities. The smaller the item, the more products can fit on the shelf. The wider the variety of products, the more chance there is of selling something and making a profit.
The packaging used should be as light and streamline as possible. Although creativity and innovation can attract the eye of the consumer, it doesn’t attract the eye of the store holder or buying, especially if it doesn’t comfortably fit on the shelf or in the store. The packaging should still have ‘curb appeal’, but this attraction shouldn’t come in the form of unusual shapes or additional bulk on the packaging.
Designers and printers have a wealth of knowledge, which once a contract has been discussed, they will usually share with you. Taking advantage of his experience and advise is vital and it’s likely that it will ensure your product packaging stays on the right track, making it appeal to both the consumers and the stores.
Packaging material is another factor that should be carefully considered. Do research to gain an understanding of what packaging will be right for your product. Other considerations include the cost, function, durability and whether it promotes shelf life. For example, if you have a food product that needs to be air tight and easily accessed by your customer, Polyolefin shrink film may be the right packaging solution for you as it offers sterility and an increased shelf life.
When deciding on what packaging to use, transportation must also be considered. How will the shape of your packaging be transported? Will it make your load heavier which will ultimately result in a higher fuel cost? How many can you fit in a box? Will the packaging protect the product in transit?
The focus in designing and choosing your product packaging is whether it appeals to your target market. No single product is suitable for every single consumer, so there is no need to aim your product at such a vast demographic. The more specific you can be, the better. When you have gained a comprehensive understanding of your target market, ensure that your packaging is tailored to suit their interests and needs. Consider the consumer’s journey, when they are in the store, accessing the product, using it and storing it. Each stage of this journey should be carefully considered.
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