Designing products that fly off store shelves is the universal goal during a product launch. The validation and fulfillment that comes with a successful product launch is what drives entrepreneurs. One of the first interactions a customer has with your product is on the shelf at the store. The package design is what catches their eye, motivates them to stop and look at your product and ultimately helps makes the final purchasing decision.
In order to optimize your product’s package design there are a few items to consider:
- Material Durability. The material you would like to use and the material that makes the most sense for your product may not always align—costs and durability are two of the main reasons for the disconnect. You want to pick a material that can withstand shipping, stocking and being dropped (as this is inevitable). Design the packaging to help your product withstand the transportation process and any bumps it may receive along the way before reaching your customers.
- Store Requirements. Most of the big-box retailers have package requirements that you must follow in order to get your product onto their shelves. Take the time to understand these guidelines and invest in shipping certifications when necessary (i.e. ISTA Certification).
- Develop Your Product’s Message. Being clear and concise with your overall message will help reduce the quantity of materials in your packaging and ultimately reduce overhead. Within a 30 second glance at your product, what do you want consumers to learn? Consumers are inundated with messages as they walk down an aisle and you want to make yours memorable. You need to be both efficient in your use of materials, and in your package design communication.
- Security. Deter in-store theft with a secure package design. If your product is easily stolen it will hinder your bottom line and could also get your inventory shipped back to you. Theft-proof packaging should be at the forefront of your design.
At the end of the day, you want to always keep the consumer in mind when going through the product development process and designing your packaging. This first interaction with your product can either enhance their initial experience or frustrate them from the onset. As the saying goes, you only have one chance to make a great first impression. Your overall package design should look good on store shelves, encourage sales and provide a positive experience for both the customer and retailer.
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3D Innovations is a Product Development Company – from the 3D Design to a fully functional 3D Prototype & Product.
Startup Connector is a Manufacturing Accelerator helping companies commercialize—turning ideas into products.
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