| When you are getting started it's so hard to | | | | target to the right audience with the right |
| understand the integral role packaging has to play | | | | message. Just stroll through any retail that |
| in marketing and selling your product. Put simply, | | | | merchandises similar products to yours. |
| it's one of the most important product decisions | | | | Overwhelmed by the competition? You Bet! |
| you will have to make. There is a universe of | | | | And that's just the beginning. Who is going to buy |
| packaging suppliers, materials and even regulations. | | | | your product? Do you know? Are you aware of |
| Not to be overwhelmed, it is easy to navigate if | | | | what language, colors, design and packaging |
| you take it one step at a time. It is a process | | | | materials that appeals to your target |
| just like any other component in product | | | | demographic? This can make or break whether |
| development. They key is to know which | | | | your product sells or not. Ask yourself who do I |
| packaging factors will influence your product's | | | | want to buy my product and what packaging |
| success --or failure | | | | attributes will appeal to them? |
| Here are 5 vital things you need to know as you | | | | 4. Most packaging materials suppliers require large |
| start on your journey that packages your | | | | quantity orders. |
| product to sell. | | | | It's hard to find a supplier for small quantities. The |
| 1. You can't have a product without a package. | | | | double edged sword is that you don't have large |
| Just think about potato chips and eggs for | | | | orders when getting started. The number one |
| example. How could you sell them unbroken and | | | | question I am asked is how to find a vendor for |
| undamaged without a package? You have to be | | | | small quantities. In many cases, this can be a |
| able to transport a product from point A to point | | | | challenge but it is not impossible. |
| B. The package is what makes it happen. Even if | | | | I know you have this exotic design concept on |
| your product is not fragile, it can't get into the | | | | your head that's just going to WOW them at |
| buyers hands in a shop worn condition. Consumers | | | | retail. The reality is that in many cases you will |
| will NEVER buy it. | | | | have to start with stock packaging items that |
| It's interesting how packaging is evolving. In many | | | | you can customize. As you get more orders or |
| cases, there would be no product without the | | | | are able to order in larger quantities you can |
| package. Take something as simple as toothpaste. | | | | upgrade your packaging designs. |
| Whether it's in a tube or in a pump the package | | | | Don't be discouraged. The stock design world has |
| plays an integral role in making this product work. | | | | come a long way with innovative designs and |
| It is so ordinary that many people never stop to | | | | materials. With a little innovation and creativity, |
| consider this fact: Where would toothpaste be | | | | you can have that prestige look on a start up |
| without a package? | | | | pocketbook. |
| So ask yourself these questions: Is your invention | | | | 5. Packaging trends and innovations can influence |
| going to need a package that is part of the actual | | | | whether your product will ever get onto the |
| product? Or will the packaging be more of a | | | | stores shelf. |
| protective device to convey the product? | | | | In January of every year, I write a trends piece |
| Whatever the answer might be, it's time to start | | | | about where I believe the packaging industry is |
| thinking about how the packaging is going to | | | | going for the year. This covers not only the |
| impact both shipping and merchandising. | | | | hottest packaging trends and innovations but |
| 2. The package could cost more than what is | | | | outside influences that can drive the retail industry. |
| inside. | | | | Many influences can be outside of your control. |
| The rule of thumb is that the package should be | | | | The secret is in knowing what is going to be the |
| 8-10% of the total cost on average. 10% of | | | | "issue" of the future or what might be mandated |
| every dollar spent at retail is directly attributable | | | | as a "must have" in your product packaging. |
| to packaging. But that cost can vary dramatically | | | | There are external factors that can dramatically |
| with the product being packaged. The proportion | | | | change what the consumer wants or demands in |
| of cost is lower with high ticket items and higher | | | | their product packaging. What do you know about |
| with commodity items as well as products in | | | | RFID, product integrity and product security, |
| which the packaging is a bigger component than | | | | bioresins and bio plastics, environmental |
| the product itself. | | | | sustainability, smart or intelligent packaging? If you |
| Let's talk potato chips again. Packaging is a much | | | | are like most inventors the answer is not much. |
| higher cost in an item like this. You have a few | | | | But these packaging concerns are the wave of |
| chips and a bag but don't forget that besides the | | | | the future. Chances are one or more of these |
| bag there is a master shipping carton that | | | | factors will be discussed when your try to get a |
| contains the bags of chips. This is one of the | | | | buyer to commit to carrying your product. |
| hidden costs that many people overlook. | | | | Many requirements mandated but big box retailers |
| So think about not only the primary package (the | | | | such as Wal-Mart and Home Depot drive smaller |
| one that is going to be seen at retail) but any | | | | retailers in the same direction. |
| other packaging materials that you will require to | | | | I'm not trying to scare or overwhelm you with |
| transport, ship or convey your product to its | | | | decisions that you are not prepared to make. I |
| ultimate destination unbroken, not damaged, not | | | | am trying to point out a few of the facts you will |
| tampered with and arriving in pristine condition. | | | | need to be aware of and consider in product |
| 3. Your package has to sell the product not just | | | | packaging. The time to address these issues is at |
| protect it. | | | | the point when you prepare your product for |
| The average consumer spends just 2.6 second | | | | market not at the end when many times it's too |
| making a decision whether to pick up your | | | | late. |
| product or not. So your packaging better be on | | | | |