Packaging is so much more than simply containing and protecting a product. It’s a marketing tool that helps to enhance brand awareness and is an ideal way to help promote the features of a product too. Moreover, the consumer experience starts from the moment they receive the packaging, not the moment they’ve looked at the product itself. So, it’s important to get it right and decide which packaging is ideal for your business, your consumer experience and your products. With many options to choose from, it can seem like a daunting task. So, here’s what you need to consider when selecting the best packaging for your products:
Think about your target audience
Before you can begin to decide on the design process, you have to first identify who your target audience is. Is it aimed at Men? Women? Gender neutral? Children? Adults? Someone affluent? Or someone on a tight budget? It’s likely you will have formulated this buyer persona whilst developing your product but it is something that can be refined a step further with the packaging process. Once you’ve analysed this in more depth, you can begin to consider how the packaging might speak to them effectively.
Consider the final product
You can’t choose the type of packaging properly without first giving thought to the final product. What size is it? Is it fragile? Is it heavy? What is it made out of? All of these questions will help you to narrow down the most effective form of packaging. Larger items might require more custom product packaging. Whilst more fragile products will require further protection such as fillers or inserts. And heavier products will likely need a stronger package, like corrugated boxes.
How is the packaging going to be used?
Products require varying packaging depending on how they are going to be used. For many, the packaging is simply to receive the product in and is then discarded. But for others, the packaging becomes part of the product placement. For example, it might be displayed within a shop or an office within its packaging. It might therefore be important to ensure the type of packaging is not only strong, with a high-quality print finish, but especially eye-catching to attract the attention of passers-by.
The most common types of product packaging
Once you’ve agreed your target audience, your final product, and how the packaging is going to be involved within the process, give thought to the different types of packaging options out there. The most common types of packaging to consider are:
-Paperboard boxes; printed with high-quality artwork and text, these are incredibly versatile and most commonly used for small items such as cosmetics, food and dietary supplements. You can also get custom folded cartons made from paperboard that are just as effective.
-Corrugated cardboard boxes; ideal for bulky, fragile and direct-to-consumer items. The fluted paper ridges of corrugated cardboard are laminated onto flat paperboard surface for additional shock absorption and durability. This makes them perfect for small appliances, glassware and electrical equipment. Also, high end clothing companies who have a strong eco ethos often want to use this form of packaging as along with protecting the clothing on the delivery journey, it demonstrates sustainability. Rip strips give the customer easy access when opening the parcel. Plus a strip of double sided tape make for easy returns. All giving the customer a more enjoyable experience overall.
-Rigid boxes; a step-up from paperboard boxes, constructed from highly compressed paperboard making it four times thicker. This more luxurious product packaging is typically used for expensive items such as smartphones, jewellery or luxury cosmetics and perfumes.
-Poly bags; made from flexible thin sheets of plastic, these are often used for clothing and anything that can be packaged without risking damage to the item. Most of these are now made from recycled materials and are usually reusable should the consumer need to return unwanted items.
Birch Print can help with your packaging needs
If you’re looking for ways to connect with new customers and retain existing ones, make sure you give serious thought to your product packaging. It can be the silent salesman that strives to promote your brand and your products, communicating to your customers when you cannot. Custom product packaging has the power to spark interest and establish brand loyalty. It is a truly powerful tool in your marketing strategy, so make sure you use it wisely.
If you’re looking to create some custom product packaging to create a lasting impression or if you’re looking for some help and inspiration to transform your customer experience, we at Birch Print would love to hear from you! We understand product packaging is an important part of the customer experience and when a retailer takes extra effort to package their products, it positively resonates with customers. We are a print design agency, who specialise in print management, print stock management and custom product packaging. We are able to cater for all your requirements, from branded and personalised packaging, through to luxury retail packaging. Whatever it is you’re looking for, the Birch team cater for all of the above and more. We are ‘More than Print’.Back to case studies