Packaging

Packaging is more than just your product’s pretty face. Yourpackage design may affect everything from breakage rates inshipment to whether stores will be willing to stock it. Forexample, “displayability” is an important concern. The originalslanted-roof metal container used for Log Cabin Syrup was changedto a design that was easier to stack after grocers became reluctantto devote the necessary amounts of shelf space to the awkwardpackages. Other distribution-related packaging considerationsinclude:

Labeling. You may be required to include certaininformation on the label of your product when it is distributed inspecific ways. For example, labels of food products sold in retailoutlets must contain information about their ingredients andnutritional value.

Opening. If your product is one that will be distributedin such a way that customers will want to–and should be ableto–sample or examine it before buying, your packaging will have tobe easy to open and to reclose. If, on the other hand, your productshould not be opened by anyone other than the purchaser–anover-the-counter medication, for instance–then the packaging willhave to be designed to resist and reveal tampering.

Size. If your product must be shipped a long distance toits distribution point, then bulky or heavy packaging may add toomuch to transportation costs.

Durability. Many products endure rough handling betweentheir production point and their ultimate consumer. If yourdistribution system can’t be relied upon to protect your product,your packaging will have to do the job.