Beyond the Box: The Strategic Role of Packaging
Damaged packaging? Consumer overwhelm? Extra with fees for e-commerce sales? When considering the next big move for your products, it's critical to understand if it could be packaging.
For many products, the consumer expects the packaging to resemble what they are acclimated to. If your toothpaste came in a tub, instead of in a tube, the consumer might be confused on how to use it or alternatively find it unclean as they dip their toothbrush into the same tub week after week. But instead providing a different visual appeal through an integral label, color or finish change, or graphics refresh may be a better way to capture consumer interest and help your brand stand out in the market. Here’s what to look for when considering packaging changes for shelf appeal, sustainability, and more.
Boosting shelf appeal:
When considering packaging changes to boost appeal in the store, it is important to stay true to your brand identity. This can be done by carefully transitioning the packaging to have a different sheen or gloss, updating the artwork or adding a sticker to draw the customers’ eyes in. Additionally, if desired or necessary, the external dimensions of the packaging can be changed to draw attention to your product.
Brand management and enhancement:
If you’re changing the visual identity of the brand, through your advertising, logo updates, translation additions, or more, it might be a good time to consider updating the product packaging alongside it. This would also be a good time to evaluate if there are any clarifying claims you can add to your product packaging to educate your consumer and set your product apart.
Sustainability upgrades:
As regulations, customer interest, and company interest change it’s always important to consider the sustainability of both products and packaging. When changing to a renewable substrate, there may be differences in the performance of the base materials, inks, and dyes so it’s crucial to have an expert packaging engineer support these changes.
Cost-out or part count reduction:
When evaluating cost per unit of product, packaging is a cost that can’t be overlooked. Some opportunities for cost reductions may include part size reductions, part weight reductions, part count reductions, or reducing the shipment burden through improved packaging such as a package that stacks better or fits on pallets. Every fraction of a penny adds up when it comes to packaging (and shipment).
Durability enhancements:
If you have customers or distributors experiencing issues with breakage, leakage, or spills, a package change may be able to help solve the problem. One of the biggest turn-offs for customers is having packaging fail while the product still has useful life.
Modifications for e-commerce:
As the world transitions towards internet and online sales, it may produce an opportunity for reduced packaging. Alternatively, it may be valuable to determine the current shipment expenses and fees and compare it to those if the product were to be provided in
“Ship In Own Container” packaging for large e-commerce retailers.Supply chain constraints:
Periodic evaluation of your suppliers is recommended to understand if there are supply chain risks such as possible shortages, commodity price increases, regulated materials or colorants, etc. Consider qualifying a back-up supplier and/or alternative materials to avoid a potential crisis.
The bottom line: packaging consultants can review your options and implement the changes your product needs
Packaging experts recognize that just because something can be changed, doesn't mean it should be. On Line Design’s packaging experts have decades of practical, real-life experience with packaging, understand consumer's expectations, and the constraints of packaging. They understand different methodologies for various substrates that allow them to develop and deliver the packaging results you need. They have connections and experience working with suppliers and can assist with the identification of vendors and suppliers, the selection of material options, cost-reduction methodologies, and support your existing design.
On Line Design, Inc. has experts across a variety of substrates who have diverse experience from Fortune 500 companies, small businesses, packaging vendors, and more. Contact us for more information to help with your specific needs.
