Picking a Package for Your Product

It is true that some products sell themselves. However, most do not, as evidenced by the existence of marketing departments across the country and around the world. In reality, most consumers will experience a product's package before they ever experience the product itself! Once a packager of any product actually stops to consider this fact, the importance of choosing wisely when picking a package should become clear. Though each product will present a different set of facts there are some general questions that can assist in the search for the perfect package.

1. Unique Packaging or Industry Standard Packaging?

A unique package can make a product stand out from the competition and it almost seems like a given that, should the budget permit, a unique package should be designed for a new product. This should not be an absolute rule however, as some industries simply have a norm - and moving too far away from that norm can be disastrous. For instance, bottled water traditionally comes in a clear, plastic 16.9 ounce bottle. There are variations, of course, but the norm is convenient and it is what the customer has come to expect. Moving too far from this norm can have the effect of alienating a group of customers who have come to expect a certain type of packaging. The perfect solution is most likely a balancing act between packaging that is standard for a given industry and packaging that will make a product stand out. This can be achieved in a number of different and sometimes incredibly simple ways. For instance, a unique label may be used on a clear plastic bottle of water to give customers what they want while still allowing the package to stand out on the shelf. There are, however, exceptions to every general rule.

2. Is the Package Giving the Customer What They Want?

As noted above, when dealing with bottled water, the customers that consume the bottled water have come to expect a certain type of container. There may be numerous reasons for the expectations in any given industry. From convenience to tamper evidence to quantity, customers expectations must be met. Identify the expectations of the consumers in your given industry and make sure that your package meets the demands of the consumers. Also keep in mind that consumer demands and expectations are constantly changing and that the change can occur in an instant or over the long term. Returning to the bottled water industry, it is a fairly safe bet that the plastic bottle may be replaced in the not so distant future. Even as consumers expect bottled water to be packaged in a plastic bottle, the war on plastic wages on. With arguments regrading recycling and sustainability gaining traction and the costs on the rise, the long standing expectation of a clear plastic bottle may eventually change. Staying on top of such changes keeps the consumer happy, in turn keeping production levels up.

3. Is the Packaging Sustainable?

Sustainability is a big topic in the packaging world today. Whether or not this topic is a trend or a new permanent part of packaging, it's a pretty safe bet that the term will be significant for quite some time. Sustainable packaging also seems to have a number of definitions or interpretations, but in a very general sense, sustainable packaging uses renewable, recycleable energy and materials throughout the entire life cycle of a product. This includes the product itself, the packaging, shipping, packaging machinery and every other aspect of getting a product to the shelf. For an increasing number of consumers, the sustainability and/or "green" practices of a packager seem to be an important factor in choosing one product over another.

4. Will the Package Limit Production Levels?

Choosing your package will have a direct influence on the cost and performance of any packaging machinery that may be used for a given product. A uniquely shaped bottle may take longer to rinse or require more stabilizing components when moving down a conveyor system. A large bottle will obviously take longer to fill than a smaller container. Certain materials may be harder to run through rinsing machines, filling equipment and capping machinery. When choosing a package keep in mind your overall production requirements and ensure that packaging machinery or labor can fulfill those demands without a crushing budget. The custom boxes packaging machinery for out of the ordinary packages, bottles or caps can become expensive, but alternatives such as contract packaging or manual labor have drawbacks as well. Balance the cost of packaging using machinery or labor with the benefit of the desired package to make sure the scale is not tipping toward the red.

Of course, different situations may call for any number of additional considerations or questions - from availability of materials to ease of shipping to simple container size. However, answering the four questions above will give any packager a good start toward choosing a package that will decrease costs, present the product in an appealing manner, entice customers and allow production demands to be met efficiently and effectively.