Packaging Design that Works

Packaging Design that Works

Retail packaging can be manufactured from a wide range of materials, in an extensive range of shapes, dimensions, colours and finishes. There are plenty of stylish, fun and quirky packaging designs online, but how do you select the right option for your product?

Aylesbury Box Company suggests that there are three main points to consider:

• What purpose will your packaging serve?
• How can the packaging match the product?
• How can the packaging reflect your brand?

When your packaging design takes these three factors into consideration, you’ll increase the chance of developing a solution that fits.

What purpose will your packaging serve?

Visually Appealing Packaging

Retail packaging plays a vital role in selling your products. By really understanding what your target customers are looking for, you can tailor your packaging design to deliver visual appeal.

Protective Packaging

In addition to looking good, packaging protects your goods against damage. Your customers want good quality products and the right packaging solution will help to ensure that their expectations will be met.

Packaging for Process Efficiency

Your products may be handled by a variety of people and machines on route to the customer. At every stage, it is important that the packaging and delivery processes are efficient. Would efficiency be enhanced with stackable cardboard boxes, integrated handles or shelf ready packaging?

Cost efficient Packaging

Process efficiency can lower labour costs, but there are other ways that your packaging decisions can impact profits. As an example, compact, lightweight packaging can reduce delivery costs. Strong protective packaging can minimise the number of returns that have to be processed and replaced. Product specific packaging eliminates the need for filling materials.

Ease of Opening

Whilst you don’t want your products to come out of their packaging in transit, your customers need easy access. It’s really frustrating when you have to battle to open a box, jar or tin, but small changes to the packaging design can simplify the process.

How can the packaging match the product?

Your product will have been developed in order to bring specific benefits to a target customer. You may be aiming to appeal to the luxury gift market or ethical buyers. Are your goods aimed at particular groups of children, men or women? Is this a practical product or something indulgent?

Revisit the product brief and use this to inspire the packaging design. It has to work coherently.

One final point to consider; avoid the cheapest packaging option unless you are selling an economy product to price-conscious buyers.

How can the packaging reflect your brand?

Your packaging also needs to match your brand image. Is your company ethos ethical, playful, high quality or quirky? The packaging for a brand that is known for its reliable, trusted performance is likely to have a classic design that alters very little from one season to the next. In contrast, a creative, sparky brand may regularly update its packaging range to stay ahead of the trend. They may retain the core shape and dimensions, but work with guest designers to come up with exciting patterns, imagery and colour combinations.

An ethical company is likely to look for sustainable packaging solutions. The design may also encourage the repurposing of the box, tin or jar when it is no longer required.

Aylesbury Box Company uses cardboard engineering skills, print expertise and packaging knowledge to assist you in the development of packaging design that works. For further information, contact us on 01296 436888 or sales@abcbox.co.uk. Get it right and you may find that your packaging becomes your most effective sales tool.