| Feeling overwhelmed while trying to develop a | | | | shape and design of the package. It's important to |
| package for your product? I'm not surprised. | | | | understand the concept of the retail footprint. |
| Packaging is the third largest industry in the | | | | Retail space is at a premium so the smaller |
| country. In fact, there are more than 10,000 | | | | amount of space you use the happier the retailer |
| packaging manufactures in the US alone. The | | | | will be. They may even specify that your product |
| proliferation of material choices and vendors is | | | | only be allowed so much shelf space. In any case, |
| extensive. To begin you will have to narrow the | | | | you need to understand the concept and |
| resource and material universe before you | | | | incorporate that in your sales pitch to retailers. |
| package anything. That is your first step because | | | | Many times you can package your product in |
| you can't have a product without a package. | | | | variety of different ways. This is where creativity |
| Which vendor is right for you? What is your | | | | comes into play. Your product doesn't just have |
| packaging material of choice? Do you understand | | | | to sit on a shelf in a box. It could sit upright; it |
| the differences between each material and what | | | | could hang or be displayed in a floor stand or |
| value each will bring to marketing your product? | | | | similar merchandiser. There are many unique |
| How do you sift through the mounds of | | | | ways to merchandise any product. You just have |
| information and resources to set started | | | | to think outside of traditional ways of doing things. |
| packaging your product? | | | | Look at other products from different industries. |
| Here are 5 easy rules to get you started. | | | | See if you can't incorporate design ideas into your |
| 1. Do Your Homework. | | | | own product packaging. |
| Before you decide how you want to package | | | | 4. Be Prepared To Take Advice. |
| your product you need to see and understand | | | | I know you are in love with your product and you |
| what is already available in the marketplace. Even | | | | are sure you have ALL the answers, but you |
| if your product is the greatest new invention out | | | | can't be an expert at everything. Listen to what |
| there, you will still have competition of some sort. | | | | other people have to say about your product |
| Start by checking that out first. Visit outlets that | | | | packaging. Don't get so caught up in your own |
| carry similar products or products in the same | | | | ideas that you make design mistakes or mistakes |
| category. For example, if you have a houseware | | | | in merchandising. Get a reality check from |
| product you should check out places that market | | | | someone who knows nothing about your product. |
| housewares. Don't just pick one outlet. Go to a | | | | See if your packaging concept is compelling to an |
| variety of stores. You don't want to develop a | | | | outsider. By that I mean that they are interested |
| great new packaging concept only to find | | | | enough to pick your product up off the shelf. |
| someone else is already doing the same thing. | | | | There are many resources available to you at |
| The more you look the better informed you will | | | | little or no cost. Many vendors provide design |
| become. Be careful not to go into information | | | | expertise as part of the order. There is an |
| overload by visiting every retailer outlet out there. | | | | unlimited amount of resource materials that can |
| This will only serve to confuse your decision | | | | give you basic information that can save you |
| making process. | | | | many hours and costly mistakes. Be sure and |
| 2. Pick Your Packaging Material. | | | | spend time checking them out. |
| This isn't as simple as it sounds because there are | | | | 5. Think Big, But Be Prepared To Compromise. |
| many external factors influencing why products | | | | I know your product is fantastic, but you may |
| are packaged in certain types of materials. Certain | | | | need to start out on a smaller scale than you |
| products lend themselves special merchandising. | | | | envision. One of the largest obstacles might be |
| Some products can only be merchandised in | | | | finding a vendor. In general, custom packaging is |
| certain materials. How the product is | | | | relegated to large volume orders and you are |
| merchandised may dictate what type of package | | | | probably not there yet. But don't despair. |
| material you use. For example, if you need clarity | | | | Look for stock items that can be customized. |
| to see the entire product then you are probably | | | | The stock container market has improved |
| going to want plastic. The choice of material may | | | | dramatically with innovation and new designs. In |
| also be dictated by availability. | | | | fact there are many companies now that provide |
| Packaging materials are classified by their primary | | | | only stock containers. You can customize stock |
| raw material. Two simple examples are paper and | | | | on a smaller scale. With a simple label change, |
| plastic. Within in each material type are numerous | | | | your package may there. Also ordering in a limited |
| sub categories of different types of packaging. If | | | | quantity allows you to change and modify your |
| you chose paper packaging it might be a box, a | | | | packaging as your sales increase. You don't want |
| bag, a drum, a tube, a canister and so on. See | | | | to have 10,000 old packages on hand when you |
| the variety of choices? It's easy to become | | | | have a design change or need to change what's |
| inundated with options and hard to figure out | | | | on the package due to some regulatory issue. |
| what is the best choice. As products lend | | | | The important fact is to understand that |
| themselves to several different packaging | | | | packaging is not static it evolves and changes |
| materials, it's best to start with what you know is | | | | with consumer needs and demands. It can even |
| working with similar products. Even if you choose | | | | change because you have more business and can |
| the same material as a competitive product the | | | | order in larger quantities. What worked in the past |
| package doesn't necessarily need to look the | | | | may not work tomorrow. You need to be |
| same. | | | | innovative and creative in your thinking. Look for |
| 3. Optimize Your Package Profile. | | | | guidance and expertise in outside resources. Keep |
| This is what is called the retail footprint, i.e., how | | | | up with packaging changes and materials. Don't |
| much space will your product take up on the | | | | get caught ordering too much stock that you can |
| shelf. Your goal is to have the smallest size or | | | | never use. Think big and start small. |
| amount of packaging you can while optimizing the | | | | |