Packaging Development

The reason is, in my opinion, the most important item in a successful business is Customer Perception. That being what the customer perceives as being the company, the product and the quality. Packaging, particularly on a retail product is the first item that communicates your product to your prospective customer, that can mean the difference between a sale or not. Therefore, it is important.

As we must generalise here I will give a typical course of action in packaging development for Widgets. I am assuming that you do not have a brand name at present as you are just starting on the road to success.

First, you should establish the company style, you might have the skills to do this yourself or get an outside company to help you. Many companies and individuals can do this on the net. It is normally cost effective and critically people know what they like when its part of their new company.

It would be helpful if you can also develop some idea for the packaging and/or promotion of the product to go into the business plan. The cost need not be high as the real cost will come in the second phase once the finance is approved. It also is good to include competitors packaging in the business plan, to show why yours is better.

On approval of the finance, then you will normally contact a company to prepare design cliché’s. Cliché’s are used by all packaging-manufacturing companies they contain the artwork for the packaging. They are celuloid sheets containing the graphics.

In order to complete the clichés you must register your product for a UAN or Similar Number. These numbers are internationally registered numbers used for bar codes and product recognition, similar to the International ISBN Number that books have. There are several competing systems worldwide.

Next the packaging company, there are two types of company, one for card and cardboard the other for polythene and plastic. Most packaging companies all have a wealth of technical experience and will assist you in the design of your packaging without charge until you order that is!

The lead times can be a matter of two to four months depending on your location, the availability of raw materials and primarily the scheduling of the supplier. The packaging design should start at the same time the project is approved.

Do not be frightened to try new types of packaging they are developing nearly daily and may provide a lead to your product over your competitors.

I would also suggest you rationalise the quality of the packaging with the value of your product, but remember the difference of selling or not may be the packaging.