Is the packaging of your product successful? How do you rate it?

Packaging a product helps to promote the product and protect it.

When the main aim of the chosen packaging is to display the object, promotional impact on the shelves is essential so increasing the point of sale and marketing challenges.

Attractive and clever packaging can not only sell a less than eye-catching object very successfully, but can enhance the overall customer experience.

While the packaging industry is often criticised for ‘over’ packaging, culprits of unnecessary environmental waste, the boxes and packs created to sell products are innovative and attractive. Sales are increased and targets are hit.

Protection is also paramount in the design of the pack and is rarely successful if flimsy and easily damaged. A dented or torn box will be certainly left on the shelf.

The weight and construction of the packaging must be carefully considered to suit the product and its requirements.

Eco friendly and recycled materials for packaging are generally cheaper than they were but not always suitable. Corrugated packaging is not just for transportation or storage boxes, the smaller flutes can be used as decorative gift boxes  and up market packs with excellent protection and print results depending on the kraft or liner used.

Look at your products needs and your budget. If possible keep it simple but well constructed. A good packaging designer will utilise as much of the board in the design of the carton to retain strength and reduce wastage. The old cigarette packs were a fantastic example of board usage and clever construction.

If it needs to be flat packed for transportation before being filled, or if it is constructed around the product by machine. There are standard styles of packs and cartons that are industry driven but many packs are unique sizes if not unique in design.

When your packaging doesn’t quite work in the way you imagined… a crashlock bottom carton ripped apart in urgency!

Don’t be too clever tho, consider your consumer,  when and where it will be sold and used.

Does it need to be opened quickly or savoured as part of the gift experience?

Will it spill the contents if opened incorrectly, will it need to be retained?

Design the graphics to help and inform the user how to open the pack if not obvious. Don’t forget you and the pack designer will have worked with the prototype – the consumer is seeing it for the first time. Frustration to get at the product can cause an onlooking packaging designer ultimate distress! Believe me!

If the end result transports the product from the shelf to the end user, the packaging has succeeded however its opened or disposed of! If the box is kept and reused it is an added bonus, another success for the designer!

Boxing clever is an art not an accident!

Angie Phillips of A.N.G Creative Design, based in Essex, UK, helping you communicate your message to your clients and generating more leads and sales.