3 Tips For CPG Startups from a Packaging Engineer
Almost every product in the world needs packaging at one point during its life cycle. It’s a Packaging Engineers job to understand the intricacies of designing, implementing, and improving the packaging that gets your product to market successfully.
Whether your team is starting a new project or looking to improve on an old design, these 3 tips will help you successfully develop your packaging. Let’s talk Purpose, Process, and Presentation.
1. Understand Your Packaging’s Purpose
Is your main goal with packaging to protect your product in transit? Will the structural design serve as a marketing canvas? Is it your brand’s in-person storefront? Maybe even a combination of all three.
Identifying what your packaging should accomplish is a critical step. In most cases, looking closely at which level of packaging you’re developing can help.
Primary Packaging
Primary packaging is the container your product has direct contact with
Primary packaging is the layer in direct contact with your product.
In many cases this is your aluminum can, plastic bottle, or film wrapper. Primary packaging’s main job is to keep your product together in one place while also serving as the final packaging the consumer sees before getting to use your product.
This is a great place to put marketing collateral, but won’t be what your customer sees first in a DTC (direct to consumer) transaction.
2. Secondary Packaging
Secondary packaging is the layer of packaging that your bottles, cans, or other containers are packed into
Secondary packaging is the layer of packaging that holds the primary packaging - like a soda can box or cereal carton.
Secondary packaging is usually where you see the first layers of structural and paper-based packaging present as well. It can also serve as a good location to place graphics that you want to be your first impression to your customers.
3. Teriary Packaging
Tertiary packaging is outermost layer of packaging used for shipping
Tertiary packaging is any layer outside of secondary packaging.
In most cases this layer is strictly structural to help protect the product. Printing on this layer is usually done to help identify the inside contents for retailers receiving master cases of your product.
Most DTC orders won’t have a tertiary layer unless the secondary layer has high-impact graphics that need in-transit protection.
2. Get to Know Your Fulfillment Process
What is your packaging process? The difference between a hand packing operation and a machine filled operation can have a big impact on what features your packaging needs. It’s important to understand capabilities at your 3PL or fulfillment center.
With hand assembly and packing, you need packaging that is fast and easy to assemble without excessive supplies or steps.
In a machine filled operation, you will often need packaging that fits your machine specifications but can usually be self-erecting in format.
If you are using a co-manufacturer with machine filling capabilities, always be sure to ask if there are any specifications or requirements that will allow you to use this equipment without added hiccups or potential issues.
3. Decide How You Want Your Product Presented
Think about how you want your customer to receive your product. There are multiple options that can add to the customers unboxing experience.
Do you need extra space for high impact branded graphics?
Should there be space for QR codes to engage your customers?
What substrate will be consistent with your branding?
Thinking about what materials you use in your packaging also affects perception. Printing on white corrugated paper helps create very colorful images while using Kraft corrugated can often convey the feeling that your product is more natural or sustainable.
Keeping these tips in mind while working through a packaging design project will help to keep the process straightforward and deliver an excellent product for you and your customers.
