Packaging is crucial

Packaging matters

Developing a new product and getting it ready for market can be an overwhelming task. There are lots of hurdles to overcome before your idea reaches the consumer and the last thing you want to do is fall at the final fence and fail to get vital shelf impact. This is why packaging is crucial. Make sure you consider your packaging strategy as it can help enhance your product, boost your sales and save money.


If you are selling online or in retail, packaging is the single most important means of communicating with your customer. Many businesses  don’t have the luxury of big marketing or advertising budgets and so their packaging has to work really hard on many levels to win the hearts and minds of customers. Make sure yours works!


Getting started

Before you get stuck into the exciting business of designing your pack you’ll need to do some research.A great way to gain knowledge is to talk to other suppliers whose packaging you like. Here are some things to consider:


  • Will it appeal to my target market?
  • Will it communicate the personality of my brand?
  • Is it suitable for transport and storage e.g. durable, fridge friendly, shelf friendly, warehouse friendly?
  • Does it communicate the company name and product description?
  • Does it need to meet any legalisative requirements?
  • Will it protect against tampering and spillage?
  • Will it preserve the freshness?
  • Will it tarnish the product inside?
  • How much will it cost? Remember packaging can really add up and eat into your margin.
  • Remember size matters. Understand your customer; figure out what pack sizes are convenient for them. Plan out what pack sizes will help you achieve maximum sales volume and profit. Understand your retailer; consider what pack sizes and formats are the easiest and most convenient to handle and transport.


And remember, you’re not alone. Your design agency will help you with all these decisions.

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The business was set up in 2010 by Una Ryan who identified a niche in the market for businesses who need help getting the most from their marketing efforts and business planning.

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