Many times, the packaging of the product is as important as the product itself. in the case of consumer products, packaging can be an extremely important element.
Many times, the packaging of the product is as important as the product itself. in the case of consumer products,custom packaging boxes can be an extremely important element. Perhaps the most extreme case concerns products purchased by collectors, such as Swatch limited edition watches. In such cases, the resale value of the product is largely determined by the condition of the packaging. Experienced collectors rarely even open the box.
Another case in which the package was as important as the product, perhaps even more important, was the L'Eggs phenomenon. These women's socks were designed for sale in supermarkets and were packaged in a two-piece container that looked like an egg. In other words, the manufacturers of L'Eggs took a base product with a high purchase frequency and put it in a package that has been brilliantly designed for a particular distribution channel. Advertising and praise poured into this relatively modest product and the "buzz" was all about the package.
Most companies that manufacture packaging materials have internal design departments and can make prototypes at no cost.
There are also many independent package designers who can help you for a fee. Consider using this type of resource if you have concluded that a radical departure from packaging is what is needed to get you out of your backpack and be recognized for who you are.
Before relying on external help in the packaging sector, it is essential to provide this proposed supplier with clear guidelines on what it can afford to pay, the quantities initially necessary and the reordering cycle currently envisaged. Some suppliers may be disqualified as too big or too small for you, depending on the information you provide.
The experts are fantastic and I'm never afraid to hire one that I need. But you should be aware that there are many places to go for packaging ideas. I like to buy cosmetic counters in department stores. (Cosmetic dealers are very innovative packagers. How else could you pay so much for water and other humble ingredients?) If you don't like the idea of hanging around a cosmetic counter, go to a packaging fair or at a related industry fair. Remember that you don't necessarily have to see packages for products similar to yours. An innovative packaging idea that sells socks can also sell watches.
We shouldn't overlook functionality in this discussion. Remember that packaging should inform, in addition to attracting the consumer's eye in a crowded shop environment. I have seen many examples of razzle-dazzle packaging that have neglected to say what was inside the package. This is a mistake. In one way or another, the packaging must clearly communicate the potential benefits of the product to the potential buyer.
In addition to signaling the consumer and explaining the benefits of the product, packaging must also protect that product. Depending on the nature of the product, functional needs can overwhelm aesthetic needs. If your product is made of glass, your packaging should first better protect something that is fragile. (I am reminded of the packaging of the light bulb.) Store considerations can also significantly affect the packaging. If your product is generally sold out of the box and is not removed (usually a low-priced product), then a colorful, unique, easy-to-understand package that shows the product at its best effect could be the right packaging solution.
Make sure to highlight your company name and / or logo on the packaging. This is a free way to build your brand.
Is your product likely to be given away? If so, the stakes are likely to increase. Will your product be sold in a display? If so, will that display be created by you or a customer? If you're not sure how to answer these questions or why they're important, it's probably time to call one of those experts I mentioned earlier. They will have a list of questions they will want to answer before embarking on the package design. Getting the right answers to these types of questions in advance will save you time and money in the long run.
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