Launching a new product? Here are five things to figure out before you design the package.
Before designing packaging for a new product, determine what the package needs to do, how it will be filled and assembled, how many units you need, how it will be shipped and distributed, and what experience you want to create for the customer. Making these decisions before finalizing the design can help prevent costly structural changes, inefficient production and unnecessary shipping expenses.
What should you consider before designing product packaging?
Start with these five questions:
What does the package need to do?
How will the product be packed and the package assembled?
How many packages do you need?
How will the finished product be shipped and distributed?
What should the customer experience when they open it?
Answering these questions early gives your designer and packaging manufacturer the information they need to make better decisions about the carton structure, dimensions, paperboard, printing method, finishing and production process.
1. What does the package need to do?
The structure of a package should be determined by how the product will be stored, displayed, handled, shipped and used — not just by how you want the package to look.
Does the package simply need to contain the product? Does it need to protect something fragile? Hang from a retail display? Stack neatly on a shelf? Survive e-commerce shipping? Hold multiple components in place? Open and close repeatedly?
Think about the entire life of the package.
A folding carton designed primarily for retail display may have very different structural and material requirements from packaging that will be packed into shipping cases, distributed to multiple locations or shipped directly to consumers.
Defining those requirements before creating the final dieline gives your designer and packaging manufacturer much more flexibility.
2. How will the product be packed and the package assembled?
Before choosing a carton structure, determine who or what will fill it, how quickly it needs to be assembled and how the package will be closed.
Will the folding cartons be filled by hand or automated equipment? Will they arrive flat and be assembled as needed? Does the bottom need to lock automatically? Will the carton be glued, taped or tucked closed?
A small structural decision can make a big difference when you're assembling 500 packages — and an enormous difference when you're assembling 50,000.
Before approving the structure, imagine someone actually packing the product over and over again.
If the process is awkward with one box, it isn't going to get better at production volume.
3. How many packages should you order for a new product launch?
The right packaging quantity depends on expected demand, production economics, storage capacity and the likelihood that the product or artwork will change after launch.
Quantity can influence:
whether digital or offset printing makes more sense
paperboard and material choices
finishing options
tooling and setup costs
unit cost
inventory requirements
It's also worth thinking beyond the first order.
If the launch goes well, what might the second run look like? Could artwork, ingredients, regulatory information or messaging change?
Sometimes producing fewer cartons initially — even at a higher unit cost — makes more financial sense than filling a warehouse with packaging that could become obsolete.
4. How do package dimensions affect shipping and distribution costs?
Package dimensions can affect case packing, pallet efficiency, storage requirements and transportation costs, so shipping should be considered before the carton dimensions are finalized.
How many finished packages fit into a shipping case? How many cases fit on a pallet? Will dimensional weight matter? Will products ship individually through an e-commerce network or primarily move in bulk to retailers, distributors or fulfillment centers?
Even a small adjustment to a folding carton's dimensions can have a significant downstream effect when multiplied across thousands of units.
A slightly smaller carton might allow more products per case, more cases per pallet and fewer pallets moving through your supply chain.
That's not nearly as exciting as choosing a foil color — but it could have a much bigger impact on your budget.
5. What should the customer experience when opening the package?
Packaging can do more than contain a product. It can communicate instructions, reinforce the brand and create another opportunity for the customer to interact with the company.
Could the inside carry a message? Could a QR code lead to instructions, product registration, a demonstration video or an offer? Would a specialty coating or finish make the product feel more premium? Could the package encourage another purchase?
Packaging is one of the few marketing pieces your customer intentionally picks up, handles and opens.
That's valuable real estate.
When should you involve a packaging printer?
Ideally, involve your packaging printer or converter before the package structure and artwork are finalized.
An experienced packaging manufacturer can identify potential issues involving dimensions, dielines, paperboard substrates, folds, glue areas, coatings, finishing and production before those decisions become expensive to change.
They may also identify opportunities to make the package easier to manufacture, assemble, ship or fulfill.
At EM Printing, we produce printed folding cartons and commercial packaging and can work with customers before a package reaches the press. Getting production involved earlier gives everyone more room to solve problems before they become expensive ones.
Quick checklist: Before designing a new product package
Before you finalize the design, know:
Product dimensions, weight and protection requirements
Where and how the product will be displayed
How the carton will be filled and assembled
Initial and anticipated future quantities
Shipping, case-pack and pallet requirements
Storage and inventory considerations
Required paperboard or substrate characteristics
Desired coatings and specialty finishes
Required regulatory or product information
What you want the customer to experience after opening it
Frequently asked questions about designing product packaging
Should I design the package before contacting a printer?
Usually, it's better to involve a packaging printer before the structural design and artwork are completely finalized. A printer or converter can help identify production limitations and opportunities involving the dieline, material, folds, glue areas, printing and finishing.
What information does a packaging printer need to quote folding cartons?
Typically, a packaging printer will need the finished carton dimensions, quantity, paperboard or substrate, printing requirements, coatings or finishes, structural style and any special assembly or fulfillment requirements. If those specifications haven't been determined yet, a packaging partner may be able to help develop them.
Does packaging size affect shipping costs?
Yes. Finished package dimensions can affect how many products fit into a shipping case, how many cases fit on a pallet, storage requirements and, in some situations, transportation or dimensional-weight costs.
Is digital or offset printing better for folding cartons?
It depends on the quantity, carton size, substrate, color requirements, finishing requirements and other production specifications. Digital printing can be useful for certain shorter runs or variable applications, while offset printing can offer advantages for other quantities and specifications.
Can a packaging printer help before I have a finished dieline?
Yes. Involving the printer or converter before the dieline is finalized can help ensure that the proposed structure can be manufactured efficiently and that the design accounts for folds, glue areas, printing and finishing requirements.
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