Published:

10/10/2011 05:44pm

Designing Your Product's Package: It's Easier With The Right Information

Does your company need to design packaging for a new product, or change the packaging you use for an existing product? First, you'll need to get some information together to get the process started, and keep it moving smoothly.

Does your company need to design packaging for a new product, or change the packaging you use for an existing product? Creating the right package design takes a significant amount of time and effort. But it can pay off in increased sales and lower costs for production and shipping. Whether you're designing the package yourself, working with a designer on your staff, or a design firm, you'll need to get some information together to get the process started, and keep it moving smoothly.

Know how much you can spend for design and for printing/fabrication. Tell the designer what your budget is during the first conversation you have about your packaging project. A professional designer understands that he/she must work within your budget, and will be comfortable talking frankly about money.

Make sure the designer has all the right samples for his/her reference. These include samples of the product that will go inside the packaging, and samples of any previous packaging, or packaging materials that the new package has to be used with. (If you're working long-distance and the designer can't find a sample of these items locally, decide whether you will ship samples to him/her free of charge, or whether the design fee allows for this shipping cost.) Viewing your product or packaging online isn't enough. It can lead to misunderstandings later.

Specify who your competition is. What other products compete with yours for buyers' attention and dollars? Designers will do some research on their own but your input is needed. In the process of doing his/her research, your designer may come up with insights that will surprise you.

Be clear about how many different products or product lines the package design project includes. Does the design need to apply to all of your SKUs for branding consistency? Is it a limited change that affects only part of your product line, like a special Christmas promotion?

Clarify any special features that the packaging must have. For instance, does it need to allow for more than ordinary handling, very low or high temperatures, or lots of moisture? If labels are required, be clear about what surface the labels will be placed on. Consider all the conditions in which your product will be transported, stored and displayed.

Explain how the product will be put into the package. All packaging components need to mesh with the machinery and methods you will be using to minimize waste and keep the production line working at top speed. If labels are required, how will they be applied to the product's container - by machine, or by hand in small batches?

If you want to use recycled or sustainably-produced paper stock, adhesives, printing inks, containers or other materials, be clear about this from the start. Trying to switch to different materials once the project is underway can affect the cost or require changing vendors. If you're making any claims for your company or product that they are "green", know what wording you're legally permitted to use.

Unless it's obvious from the samples of the product and packaging, specify the dimensions (length, width and height; in English or metric units) that the finished package has to have.

Determine how many of each component of your packaging you need to have printed or fabricated. Be sure you understand if the designer's fee includes the cost of getting quotes, coordinating with all vendors, and printing/fabricating. If you already have a relationship with a vendor that you want to use, spell that out to your designer.

Find out when you must have the finished, printed packages or labels in your hands. If the packaging has to be ready in time for a trade show or other event, keep that in mind. Allow more time than you think you will need. Designers typically will need at least 10-15 working days to create first drafts for