What to consider when packaging your product

What you consider when deciding on the best packaging is of critical importance to introducing your retail products safely to the shelves and steering customers to accept the products. However, many fledgling manufacturers pay so much attention to products that they fail to address packaging, leaving them behind their competitors before they even launch their product on a highly competitive market. The best packaging should represent and convey your products value as well as being attractive and enticing on the shelf.

Do your research

Before deciding on how to package retail products, it is prudent to spend time to discover what’s right for your product. It is not all about what seems great or impresses you, but how the majority of retailers and customers receive it, so do your research carefully, considering what does and doesn’t work for the competition, and, if you have the budget, look at putting together a focus group to test a few concepts. You also have to keep in mind other factors such as the environment, storage and transport. For instance, bulky packaging, an undesirable shape or a product that occupies massive space on shelves is likely to cost more money to store ship and display, and may not entice your customers into taking it home.

Consider the effect on your product’s price

Whatever packaging you choose will affect the price of the product, but the cheapest option is not always the best option, as you need the packaging to protect your product whilst also being designed to catch the eye. Consider the different materials available to you and compare suppliers against eachother to try and achieve a better price. Don’t forget that the weight of the packaging will affect transport costs, particularly if you’re having your products made overseas.

Design with care

When it comes to design you have a few options. Having a professional design your packaging in line with your brand image is the best way to go, but many startups don’t have the budget or the need to hire a full time packaging specialist for this sort of work. One option would be to hire a freelancer to complete the work, but there can be issues with this. If you’re looking to design just one package, and you’ve found the right freelancer to do so, then you’re in a good position, but if you’re looking to bring further products to market and want the same designer, there’s no saying they will have the availability when you need them next time. One way to solve this problem is by using a professional packaging company who will not only know how to design and manufacture your product packaging, but they will also have longstanding experience of what does and doesn’t work, along with industry contacts, so you’ll likely end up with more professional advice, and at a better rate too.

Play by the rules

Lastly, whichever way you choose to go about your product packaging, you must always adhere to your industry’s set codes and standards. If you’re new to packaging you may not be familiar with the industry expectations and requirements and as ignorance may have adverse effects on your product, and indeed on your bottom line. Regulations such as the minimum volume required for beverages, alcohol, snacks and many others. Again, there are a number of professionals who you can hire to help in the packaging process as well as advise you on current market rules and regulations.

Mercury Packaging are widely recognised as a flexible printed packaging innovation company predominately specialising in the food industry.

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