Getting your product to market seems like an easy task but there are many things that can improve the experience. Here's a list of the top ten do's and dont's of packaging.
A product’s packaging can be the first impression that a customer receives. When it comes to marketing, it is of key importance that your product functions well. Don’t get caught making these common mistakes. By being informed you can be more prepared to present a professional, effective product and save yourself from wasting time and money.
1. Don’t Choose Cost-Effectiveness Over Quality
It can be tempting to use whatever packaging materials are cheapest to contain your product, but cheaper often means lower quality, and that can lead to some serious issues. You don’t want to put all your items in low-cost material only to have them fall apart or become damaged during transportation. By going with higher-quality materials it is likely that you will actually save money in the long run.
2. Do Protect Your Product
When trying to decide how to package your item, especially where bulk packaging and shipping are concerned, protecting it should always be a huge priority. Make sure you choose something that won’t fall apart, break open, get dented, or be crushed. You want everything to arrive at its destination looking fairly pristine and ready to sell.
3. Don’t Go Against Rules or Guidelines
Depending on what your product is it may have to follow specific rules or guidelines. Food, for example, can have very strict requirements and usually must have a nutrition label, expiration date, and more. If you break these rules you could get in trouble and end up having to repackage everything which is a waste of both time and money. The rules can change or be adjusted often, so be sure to stay updated on what is required.
4. Do Go Green
People are becoming more and more concerned about the environment. If your packaging materials are recyclable, it will make your product more appealing to customers. They will be more likely to have positive feelings about it. Plus, you’ll be doing something good to help out the planet.
5. Don’t Make It Hard to Open
Nobody wants to have to struggle and fight to get to your product. Making it easy to open should please customers and have them more likely to purchase your item again. That being said, make sure it is sealed enough that it won’t pop open on accident.
6. Do Identify Your Product
A customer isn’t likely to buy something unless they feel certain about what it is. Make sure that your product is clearly labeled. You can also take the opportunity to present your brand name or logo. If it is memorable, the customer may be more likely to buy that product from you again, or possibly even purchase other products from your business. It’s a great opportunity to brand yourself and advertise while also serving the practical purpose of actually selling your items.
7. Don’t Choose Something Too Outlandish
It’s good to be unique with your brand, but when it comes to packaging it is often better to go with something that is more-or-less normal. Customers are looking for something familiar. They will be comparing your product to many others in the store and if it doesn’t look like what they need, they probably won’t buy it. There are also practical issues such as shipping and shelving that are made easier by choosing something that is simple and straightforward. Strangely shaped packages can be difficult to stack, display, and handle.
8. Do Choose the Right Size
Packages that are too big, bulky, or awkward to transport will be unappealing to retailers who value their shelf space, and to customers, who don’t want to deal with excessively large and hard-to-carry items. Making sure your product fits snugly should also mean it is more protected and less likely to shift around. Practical, standard sizes are almost always the best choice.
9. Don’t Make It Too Heavy
With certain products, a bit of heaviness is unavoidable, but if possible try not to increase this with weighty packaging. Similar to size, this is important for customers who want to easily transport items and retailers, who don’t want to deal with extremely heavy items.
10. Do Try It Out
When trying to decide if you’ve gotten your packaging right, you can always test it yourself. Give it to a few different people to try. See if they can open it easily and how they feel about it. That way you can know it’s been approved by several people before you send it out to customers.
As you can see, there are several key points to successfully packaging your product. It may seem a bit daunting at first, but it doesn’t have to be difficult or cause a lot of stress. By following these do’s and don’ts you will be much more likely to achieve success. When in doubt, you should almost always choose something that captures your brand, but that is straightforward enough to avoid difficulties with shipping and shelving.
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