There are several factors that contribute to how product is packaged; size, shape, weight, how many components, etc.  One of the more important factors that manufacturers need to consider is to know where the product will be sold.

Let’s get right to the point…grocery stores like product on shelves, where hardware stores like to hang product on peg hooks.  The point is, retailers like products they sell to be packaged a certain way, if you fail to package your product to their specifications, you will be left with two choices…either spend time and money to redesign your packaging or search for stores that will accept your packaging as is.  The key is to know your retail environment and to design packaging around the retailers expectations.

How Big:
Knowing how big or small to create your packaging is important to the retail environment. You may have a desire to create a large package creating a billboard telling everyone about your product, but for retailers, oversized packaging decreases profits.  Big retailers, such as Wal-Mart, have every square inch of their store accounted for.  If they can’t get the profit they need because your packaging is too big or bulky, you won’t see the hook or the shelf!

Stand or be Hung:
Retailers appreciate products that arrive with options.  When the exact retailer is unknown, try to create packaging that fits both situations.  Several packaging designs offer both the ability to be hung from a peg hook or to stand alone.  Knowing these options will help your chances of a successful product launch and less issues at the retail level.

The key to designing packaging that retailers appreciate starts with providing the right information to your packaging provider.  More information is always better.  Specifications and guidelines will help ensure that the correct packaging is designed and success is achieved at all levels from concept to the customer experience.

Don’t miss a week! Sign-up today at http://www.brianpankratz.com to get week 6 of “Buyers Guide to Packaging” sent directly to your email.

For more information or for any questions, please contact: Brian Pankratz.  bpankratz@mercuryplasticsinc.com