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The Whole Package When it
comes to boxing up your product, don't cut any corners. |
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Q: What should the ultimate package
design for my product look like?
A: This is how it ends: A brilliant
array of colors, clearly typed instructions, detailed descriptions and
high-resolution photography. Yes, the ultimate package design.
So how did you get there?
It all starts with the
price of your product. If your product costs $199 at the retail level, then
you'd better invest in a package that lends itself to selling the message of
that higher price point. Don't cut corners at this stage; it will only hurt you
in the end.
On the other side of the
spectrum is the $10 to $19.95 item that does not require much. However, good
packaging is still king. Your package should say it all in simple instructions
and a strong call to order, with a focus on the features and benefits of your
product. Show the product being used by the end user. For example, if you have
a cooking product, show it being used (and making life easier) in the kitchen.
Developing your package
design can become quite pricey. You'll shell out money for the graphic design
layout, box engineering and structure design, professional photography, models,
high-resolution scans of photos that will be turned into camera-ready art,
text- and script-writing, and minimal volumes of printing (usually around 5,000
units to get a marketable price for your box).
Remember, you can't sell
your product for $19.99 if the cost of your product, including your packaging,
exceeds the wholesale selling price for your product. The market will only bear
perceived value; however, great packaging can increase the perceived value of
your product. You should be comfortable in allocating 3 to 5 percent of your
product's wholesale selling price toward your package budget.
A perfect package design is
one that says it all and keeps the consumer's attention on all four sides of
the box. Ask yourself: "If I were a consumer, what would I want to see?
What would make me take it off the shelf and buy it?" Sometimes the
package may cost as much as the item itself to produce. At the same time, there
are many instances where a more elaborate package will allow you to demand a
higher suggested retail price point from retailers.
When choosing a printer for
your packaging, always ask for a press check. Most printers will ask you to
sign off on the final design of your package. Bottom line, it's not the
printer's job to check your spelling or grammar. Check it yourself several
times, and also have a third party review it.
Keep in mind,
many buyers make their decisions based on perceived value and suggested retail
price points. If your package looks cheap, it will stay on the shelves.
Dave Dettman
founded Mr. Product LLC ten years ago and currently serves as president and
CEO.
The
opinions expressed in this column are those of the author, not of
Entrepreneur.com. All answers are intended to be general in nature, without
regard to specific geographical areas or circumstances, and should only be
relied upon after consulting an appropriate expert, such as an attorney or
accountant.