5 Characteristics of Good Packaging

Good packaging can help sway consumers’ shopping habits and increase sales. It creates a strong brand association and characterization for easy recognition by customers.

Aside from attracting buyers, good packaging must be convenient to carry from the store to home. It should also facilitate storage and foreign transportation without much difficulty.

1. Functionality

Functionality is a primary benefit or advantage that good packaging offers to buyers. It protects the products from different risks like loss, dust, insects etc. It also saves the product from deterioration in quality, quantity and color.

It also helps in minimizing the cost of marketing and advertising. It can help in increasing the demand of the product.

A well-designed package is a huge and often undervalued promotional tool for retail businesses. It is the first physical touchpoint for customers, especially in today’s image-conscious era of social media and online shopping.

Manufacturers have many choices of materials to choose from for their packaging, including paper and cardboard, metals and various types of plastics. The most important consideration is to ensure that the product and its contents are protected throughout the retail supply chain – from manufacturing to store shelves and then on to customer homes. The packaging must be sturdy enough to withstand the rough handling and conditions that often accompany freight transport. For example, packages may be dropped from conveyor belts or mishandled by forklifts.

2. Aesthetics

While the benefits of packaging are many, aesthetics may be one of its most important features. Studies have shown that attractive packages are more likely to be chosen over generic products with similar characteristics, even when price is comparable. The visual aspects of package design are obviously a big factor in this, but the structural design can also influence multisensory perception. For example, a product packaged in glass is likely to evoke a different response from the touch, smell and taste senses than a plastic alternative.

The aesthetics of a package can also communicate brand identity and value. Minimalist designs that are simple to read can give a strong impression of a product’s quality, while incorporating bright colors or negative space will make the package stand out in a visually noisy environment. Consider your target audience when selecting color and typography. For example, gold colors and cursive fonts can evoke an impression of luxury, while pastels or block lettering can have a contemporary feel.

Depending on the product, packaging may need to accommodate multiple factors, including size and handling. It is best to avoid overly complicated designs that could jeopardize printing or manufacturing quality.

3. Durability

Packaging needs to be durable enough to withstand the stresses of the manufacturing, shipping and storage processes as well as customer handling and use. It also needs to be adaptable, considering the unique requirements of both vendors and customers alike. This means including the ability to add an ingredient list or other information in a clear area of the package, as well as offering multiple sizes and shapes to suit different needs.

Choosing a material that is both cost-effective and sturdy for your industrial packaging is vital. If it is too expensive, it will increase your product price and make it harder to sell, while if it is too flimsy, it may be damaged during the shipping process or by customers on the way home.

Durability is also key for food packaging, as it must be able to preserve the products inside for longer periods of time. For example, a vacuum-sealed package can keep bread fresh for months, which would otherwise stale within minutes. Premium customers also appreciate packaging that is obvious in its quality, which can be achieved by using glass bottles or other materials that are not common for standard products.

4. Recyclability

Packaging is responsible for a significant portion of the waste stream. This is especially true in emerging markets, where the growth of packaging demand is outpacing recycling capabilities and waste-collection systems.

The packaging industry is working hard to improve recyclability, with some packages now offering more eco-friendly options. For example, plantable packaging has seeds embedded in it that customers can plant after using the package, and biodegradable packaging is made from materials that break down in soil or water.

Packaging has many benefits for businesses and consumers, including improving safety and convenience, reducing product theft, and helping brands stand out on store shelves. However, it also has a number of disadvantages, including increasing price and decreasing environmental sustainability. These issues have raised global awareness of the need to reduce waste and improve packaging-management practices. Some of these efforts are underway, with the re-emergence of the milk man and the resurgence of returnable plastics as alternatives to traditional packaging materials. However, these efforts are not yet at the scale needed to meet global demand. In the meantime, packaging needs to keep evolving to meet consumer and business demands.

5. Affordability

Whether your products are for sale online or in stores, good packaging will help to protect them from damage during shipment and storage. Proper packaging will also prevent tampering with the product, a concern especially with medications and food products.

Affordability is another important characteristic of good packaging. The cost of the material is one factor, but there are other costs to consider as well. For example, some materials are more expensive to ship than others, and a large box can be more expensive to fill than a smaller one. This is called “rightsizing,” and it can help to reduce everything from storage needs to shipping costs.

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Packaging can also add to the overall cost of your product by requiring additional labor and resources to design, produce, store and deliver it. However, the benefits of good packaging more than offset these additional costs. For instance, a well-designed package tells discerning customers that your product is of exceptional quality, and can even increase sales by positioning your brand as a premium choice. Also, the best packaging is reusable, which can lead to repeat purchases.