How to Package Your Product Successfully

Even diamond necklaces would look awkward if they were sold in plastic bags.

Packaging is a key component of building your brand. Whether you are selling online, through other merchants, or in your own store, packaging is the first point of contact between product and potential buyer. If you want to make sure your product stands out in a crowd, here is a guide to choosing the perfect packaging:

Iron out the legal details. Packaging needs to give consumers all the information they need before purchasing your product. Many products are required to convey particular details on their packaging. For example, food products generally need to list ingredients, expiration dates, business name and contact information. The legislation is different depending on the product, so do the research before starting a design.

Compare your competitors. Go to the store and scope out your rivals. See if there is a standard packaging size and shape you want to completely revolutionize. Write notes on what the others are doing, what you like, and where you see room for improvement. Do not limit yourself to products similar to yours. Take stock of your favorite packages and try to figure out what makes them so great. You may not have interviewed any focus groups, but the more you know about packaged products, the better shape you’re in when you enter the market.

Settle on a unified look. Whatever you do decide to pick, stick with it. Your overall product style should be largely determined by your target customer. What will appeal to adults may not look so good to teenagers and kids. The same goes for men and women. Once you have figured out your general customer base, tailor your package accordingly.

Design for diverse products. To ensure brand consistency, your package design should translate readily to a number of different products. Even if you only ever plan to sell one product, choosing an adjustable design means you can carry your look from business cards to promotional products. Choose a logo, font and color scheme that you would be happy to see on any of your brand products. While this is usually easier with simple, clean-cut designs, elaborate packaging is fine. Simply settle on a few details that will appear on all of your branding tools.

Make your packaging sustainable. The market is going green. By committing to sustainable packaging, you and your customers can feel even better about your product. Some options include using recycled materials or creating a reuseable package. Reusable packaging also has the added benefit of extended promotion. Packaging with recycled paper or glass can even save you money and often provide a unique look and texture to your products.