Custom Packaging Helps Your Brand
When it comes to designing custom product packaging, you should always start with your core goals. Finding out why you are designing new custom packaging, is just as important as who you are working with.
Maybe last year you didn’t hit your sales goals, or you current design just isn’t making the impression you wanted it to. Or better yet, you know it’s time for a change!
No matter what reason brought you here, it’s important to list out your goals for this new packaging. Why are you making it? That way every choice you make in the design and manufacturing process is filtered through those goals, and ensures you are in alignment with them.
Should I Use Custom Packaging Or A Stock Box?
Choosing between a custom design or a standard size for your products is an important decision. But it’s a pretty simple process to think through as you look for an answer.
First, what is your budget? Do you have the money for a custom shape and size? If you don’t, then it’s an easy decision. Find the best stock size that fits your needs.
Second, do your items fit in these standard sizes securely? If they don’t, a custom size might fit them better and be more efficient for shipping. Or it may be more affordable for you to simple include filler to keep your products from moving around inside the box.
Finally, where are your products going? Are you shipping them direct to customers? Are they on a retail shelf?
Depending on where there packaging needs to go will determine what type of packaging you need. There’s no point in paying extra for packaging if it’s simply going to be in a brown shipper that is then tossed out immediately.
Related: Custom Or Stock Boxes
Tip #1 Design The Packaging Around Your Products
This is the most important factor in creating great custom packaging. You can’t just print some color on a cardboard box and expect it to work for you. It must fit your product, be functional, secure, yet also look professional all at once! Designing around your products means thinking of them first.
But this isn’t just about the form. Obviously your packaging should fit your products inside, but think about the color and design choices you have already made. Your packaging should enhance your products, not the other way around.
Create a list of all the design elements that make up your product and your brand, and start there. As long as every design choice is in line with those pieces, you will find success.
Tip #2 Keep Your Packaging Fresh
With all the capabilities that manufacturers have today, it’s never been better for brands to invest in custom product packaging. But it’s important to stay fresh in the customer’s mind. That can be done in a few ways.
- Create designs for each quarter. That way when customers are returning to the store, your products stick out on the shelf.
- Keep your designs current with your marketing campaigns. There’s nothing worse than a new marketing campaign that doesn’t match your product packaging. So choose wisely.
- Ensure your packaging is sturdy enough for the entire cycle. You may need to choose a specific coating to protect your packaging from scuffs and scrapes. Or you may need to alter the design due to humidity changes causing breaks.
There are so many ways to maximize your packaging efforts, so determine what “fresh” means for you and get started!
Tip #3 Think Through Your Supply Chain Plan
Custom Packaging can be a budget increase depending on what you’re currently spending, but the most important part is to think through your entire supply chain. Small design decisions can cause huge problems down the line if you don’t plan correctly.
An example would be if you needed three inches of tape instead of 1 1/4 inches. Just that change in tape usage has impacted customers by hundreds of thousands of dollars as they increased their production.
Don’t design in a vacuum. Work through each step in the process and make sure your new packaging design is in alignment with everything so you don’t have any surprises.
Tip #4 Print Alternate Graphics For Each Scenario
Next, consider printing more than one graphic instead of using a one-size-fits-all design. Using only one design can make things more efficient and reduce chances for error, but they don’t stand out at retail.
Consider the following ideas:
A Graphic For Each Region
Every region that you are selling products in has different tastes. They have a different climate, sports team, and more. Instead of simply using one design, create a graphic that speaks to them. Then when they see your packaging and products, they will be drawn to you instead of your competitor.
Customize For Every Retailer
While each retailer will have their own guidelines, potentially forcing subtle changes overall, it’s important to think about the customers that shop there. The same customers don’t shop at Walmart and Costco, so you should take a different approach for each of them.
A Matching Design For Your SKUs
If you use one design for all of your SKUs, customers won’t quickly see you have a wide array of products to offer. That could be everything from food to electronics. Using a different graphic that still fits with your brand is a great way to look even more premium.
How do you print all of those graphics without incurring excessive costs? By switching to High-Speed Digital Printing.
That will allow you to print as much as you’d like, as fast as you want. That’s because there are no printing plates, and no waiting around.
Bennett was one of the first manufacturers in North America to invest in High-Speed Digital Printers, and it’s put us ahead of the learning curve. So talk with our team to learn more about how Digital can work for you.
Related: What Is FSC® Certified Material?
Tip #5 Design For Your Target Customer
Starting the entire design process from a better understanding of your customer is the key to real success. All the other tips we have suggested are important, but if you don’t understand what appeals to your customer, how will your design ever work?
Build a customer profile and target your customers with your deigns. If they prefer premium, maybe a sleek black package will help. Or maybe they prefer natural items, and you should go with a wood grain design or a green accent.
Everything you design should be filtered through what will attract your customers. Begin the process there, and you will find success.
Create Custom Product Packaging With Bennett!
Custom packaging isn’t just a way to increase the shelf appeal of your products. It also helps you stand out from your competitors and connect with customers on an emotional level. The key is designing for these different customer profiles, taking into consideration what they like and how their brain works when it comes to purchasing decisions.
Once you have this information in hand, we can help bring all of those ideas together and create custom product packaging that will draw them in.
Contact Bennett Packaging today if you want more information about our services or would like to get started right away by requesting a quote online. We look forward to hearing from you soon!