Product packaging is king! And if your product packaging isn't the best it can be, chances are that it's costing you more than it should be. To help your brand shine on and off the shelf, here are a few common packaging mistakes that could be increasing your costs and how to fix them.
Lack of Package Testing
Have you ever bought an item only to find that the product was damaged inside of the packaging before you even had a chance to open it? This could be caused by a production issue with the product, or because the packaging was not protecting the product properly. Or perhaps you have seen a package on a store shelf that was crushed or damaged prior to making it to the shelf. This may have prevented you from purchasing the product altogether. Product damage as a result of poor packaging is a primary issue for many companies and it's critical to minimize the risk of this damage happening with yours. Before bringing any product to market, it is extremely important to ensure your product packaging is thoroughly tested post-design and production. Test your products periodically for shipping, handling, durability and product protection before rolling out any new package designs to make sure your product and its packaging are secure and fully functional for its full lifespan.
Would you like your product to be a trendsetter in the marketplace? Consider the textures, shapes, and colors used in your design elements. Now ask yourself, do they properly represent your product? Do they resonate with your target audience? Are they on point with consumer trends? In order to keep your product moving off retail shelves, it is essential to regularly monitor consumer buying habits to have a clear picture of how your packaging holds up to the needs of your target audience and stands apart from your competition. If your competitors are refreshing their packaging to improve product usability and you are not, you are putting your product at a significant disadvantage in the market. Make educated decisions when developing your package design strategy by conducting thorough research regularly to identify developments and trends that appeal most to your target market.
Using Incorrect Film Specifications
The cost of your product packaging is also impacted by the specifications of the film used. Pricing of shrink film is determined by width and gauge, so a thinner film gauge has a lower cost than a higher gauge film. Shrink film gauge also affects the packaging process. A heavier gauge will take more time to create a proper seal, leading to more wear and tear on machinery, which will ultimately require maintenance more frequently. Through new packaging developments, there are thinner, stronger shrink films available today that have similar durability and strength as some of the thicker film gauges. You may want to consider the time and energy to run down-gauged film tests to see if they are effective for your packaging needs and can ultimately lead to a reduction in your total packaging costs. However, proper testing is key! Lower gauge film can help to lower the cost of maintenance and materials as well as additional energy savings, but none of this matters if your product isn’t properly protected.
Using the Wrong Materials in Product Packaging
Often times a product may be overlooked on a retail shelf because the packaging is not ideal. For example, a product designed for easy access that requires the consumer to re-seal the item but is not available in re-sealable packaging may be disregarded for a competitor that has a re-sealing feature built into the design of their package. Consider how the end-user will use your product and brainstorm how you can improve their experience with a package design that helps with easy access and disposal. Perhaps eliminating unnecessary parts by reducing the overall size of the items may make it easier for the consumer to store. Conduct thorough research about your target audience before you begin the process of selecting the packaging materials. Remember that a positive packaging experience can help to not only increase revenue, but also improve consumer perception of your product and your brand.
Would you like to learn more ways to improve your packaging costs? Contact QPSI to see how we can help improve your product packaging and your bottom line.