What To Consider When Deciding How To Package Your Product For Retail Success

- May 30, 2018-

Packaging tips


Make sure the packaging reflects the product

The best packaging not only represents the product inside, but manages to communicate its values and market position as well. In the design business this is known as being 'brand centric'. "Think about where your product sits in the market, its values and purpose and ensure the packaging adequately reflects this.

Focus on your target market

Remember, if you try to appeal to everyone, you risk appealing to no one, so think closely about your ideal consumer and package the product for them. Once you know who you're aiming for, ensure your packaging 'talks' to them through every stage of the buying journey. "From product selection on the shelf, to the use, storage and display of the product at home, it's not just the outer packaging but also the appearance of the product once unwrapped that will determine whether a re-purchase is made," adds Jarvis.

Package for travel

Give as much consideration to how your product will be safely distributed as to the design of the product itself.

The protective packaging, storage and distribution elements of the process are there not to add cost, but to preserve value and should be planned into your workflow from the start, rather than when the product itself is completed. Typically, it costs far more to replace damaged goods than pay for adequate protective packaging from the outset. There will be a point when the cost of product damage equates to the cost of protective packaging – this is the 'optimum' packaging specification businesses should work to.

Use standard sizes

Try to use as many standard sizes across a range as possible, as this can significantly reduce production costs and gives greater flexibility on pallets, both in the warehouse and on lorries.

Talk to one of our IPE sales reps if you want to find out more!