Have you ever waited with anticipation for that special something
to show up in the mail only to receive a smashed box with
broken pieces inside or liquid dripping out the sides? Packaging
has always been a critical component of successful retail
products. Packaging is also critical for successful products
sold online. However, there are differences between the two
types of packaging that should be considered. When a product
is displayed in a retail store, it is competing with every
other product on the shelf for the consumer's attention. The
boxes are normally shiny, multi-colored, and have foil stamping
and embossing. The boxes seem to scream out, in a visual way,
"Hey, look at me!" In online sales, the product
is sold long before the consumer sees the packaging, but the
packaging is still critical to creating a satisfied customer.
Here are a few points to consider when choosing packaging
for products that are sold online and shipped to the buyer.
Don't spend too much on your packaging because it won't be
competing against one hundred other packages on the shelf
of Wal-Mart or Best Buy. UV coatings, foil stamping, embossing,
and other high cost packing enhancers are not needed.
Don't spend too little on your packaging because it still
needs to reflect the quality and value of the product inside.
You can use one, two, or four color printing to enhance the
package. Do make sure your packaging is sturdy enough to make
it through the mail.
Make sure the package is crush proof. Some boxes require an
inner structure made of cardboard, foam, or vacuum form plastic
to keep them from crushing.
Test your packaging by sending five packages to a few people
you know in different parts of the country or, for products
that ship internationally, in the world. Have them send the
products back to you. How did the packaging hold up? Does
it still look good? Is it something you would feel good about
receiving for yourself? Did the outer packaging protect theproduct?
If there is any crushing, bad tearing, or product damage;
rework your design and test again.
Don't spend too little, don't spend too much, test thoroughly,
and your packaging will be just right.
