Packaging Design Factors
When designing your product’s packaging you will have to consider far more than color choice or label design. Afterall, packages serve more than one function. To fully understand the strategy that goes into packaging design, you will need to consider the following eight factors.
Safety is of the utmost importance. Your packaging design will need to ensure that package handlers, end-users, and even the environment is kept safe when handling the package. The level of safety included in packaging will depend on the potential harm of your product. Food products or medical supplies will need to be kept fresh. Potentially harmful chemicals will need to be securely stored to avoid leakage. Child-resistant packaging features may be needed depending on the product.
Whether the packaging’s function is primarily to look nice on shelves, easily store in a warehouse, or to protect the product to reach the end-user, it is important to consider the entire supply chain function in your design. Are there multiple pieces to the product that need to be kitted? Is the packaging compatible with automation throughout the entire supply chain? Designing packaging with automation in mind can help you gain significant efficiencies and savings both upstream and downstream.
Convenience is an important aspect of packaging design to consider. The packaging needs to be convenient for the person transporting packages, it needs to be convenient for retailers to display on shelves, and it needs to be convenient for the end-user. Is it easy to open? Is it easy to dispose of? These are all factors that should be considered when designing your product’s packaging.
Differentiation refers to how your packaging compares to a competitor’s. It should be different enough to stand out and attract your customers, however it should not be so different that it is unrecognizable. Ultimately, your goal in this is that your customers should be able to pick your packaging out from a sea of similar products.
Branding and Messaging
Since packaging is often the first thing a customer will see when purchasing a product, it needs to reflect the overall brand. It should speak to the brand’s identity and incorporate necessary messaging to attract customers. When designing your packaging, consider branded elements like images, colors, fonts, and other creative components. Be sure they will fit cohesively on the package.
Product protection is a package's most important job. To fully understand the level of protection your packaging will need, you will need to look at the product’s journey through the entire supply chain. This will help you design something with the correct amount of packaging, avoiding over or under-packaging.
Budget and ROI
Ultimately, your packaging needs to be cost effective to your organization. If you spend less on packaging in an attempt to save money, you could end up having to pay more when products end up damaged. On the other hand, if you spend money on unnecessary packaging, that could cost you as well. Find a middle ground where your packaging spend will be the most effective.
Lastly, it is worth considering sustainability as many eco-conscious consumers are concerned with the impacts their spending decisions have on the environment. Sustainable packaging designs are attractive to consumers and they cut back on carbon emissions. Group O offers a wide variety of sustainable packaging solutions to help your organization meet its sustainability goals.
Customize Your Packaging Design Solution
When it comes to packaging design, there is much more going on than meets the eye. Group O’s comprehensive packaging design solutions can help your organization save time and money. Our packaging pros complete a thorough assessment to determine your organization’s unique packaging needs before developing a strategy for you. To learn more about Group O’s packaging design solutions, visit our website for a custom packaging assessment or give us a call at 866-476-8761.