Whilst we have a lot of experience in all sorts of packaging design, we don't always advocate it! Like the fresh, locally produced asparagus, on-shelf packaging is not always needed. It will sell perfectly well as it is!
There are many considerations to weigh up, some of which we have written below. If you would like help with ideas and a pragmatic approach to packaging your products, give us a call. We can show you samples and discuss every angle that keep costs and environmental impact down and sales impulse high!
READ OUR DOCUMENT ON OUR SUCCESSFUL PACKAGING AND RE-BRANDING PROJECT FOR VERM-X.
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- NECESSITY: Consider how necessary packaging really is. Sometimes it is simply a logistical challenge, protecting your goods whilst in transit to the retailer or end user. Other times, packaging serves the vital purpose of prolonging goods' life. Other times, it is entirely necessary to house the product in a package to motivate the consumer to buy it.
- FUNCTIONALITY: Packaging for transportation has to be entirely functional. But also consider the functionality of the way your product is displayed on shelves. Does it serve the purpose? Does it do more than is necessary? Whilst your packaging may be secure - even tamper-proof, is it easily accessible by the end user (think about the frustrations of trying to open blister packs!)
- CHANNELS TO MARKET: If you are selling on-line, your website can carry all the brandingand selling messages, meaning that when it comes to fulfilment, your packaging efforts can be minimised, simply ensuring safe transit. If selling through retailers, branding and selling messages have to be seriously considered.
- ATTRACTION: If you are selling through retailers, think about what elements are necessary to maximise sales (we can help you with this). Consider point of sale and other promotional materials that can encourage and enhance purchasing behaviour.
- DISPLAY PRACTICALITIES: Whilst we might all have ideas about how best to present a product, we need to look at how it will be practically displayed in-store. Think about size, shape, weight, volumes and stock needs and check your ideas will suit your retailers. You will need their enthusiasm, commitment, floor and shelf space for you to make money!
- COST: When considering packaging (and distribution channels, for that matter), weigh up the costs of short and long run production, transportation, size, weight and volume implications. Your packaging must not adversely affect the cost to market.
- ENVIRONMENT:
Consider the materials being used and, crucially, your customers'
perception of you as a responsible or ethical brand. Using
excessive packaging, environmentally unfriendly materials
(non-recyclable and high carbon footprint to produce) and inefficient
routes to market could well discourage purchasing and may devalue your
brand image.
