The role of incorporating safe and appropriate packaging designs has become an important aspect in developing a strong product brand. When creating a packaging design, successful product branding concept is one of the important considerations that manufacturers and producers need to understand. The design used for packaging as well as the structure can make the product add or loss value in the market. Before reaching the consumer, a product goes through a distribution chain; therefore, it is important to make a product easier to use while adding colorful designs that make it more attractive to the customers. Packaging designs need to be accepted by the distributors who are involved in the product selling. According to Rundh (2009), packaging is everything when it comes product marketing. Another important consideration that should be undertaken is in regards to product protection. Good packaging is important as it helps in product protection during the handling and shipping processes while lessening the amount of spoilage that is bound to result minimizing losses.
Cost is another packaging consideration as packaging represents a significant portion of a product's cost to the customers. In some cases the packaging cost is as high as 35 percent of the products selling price; thus, smart decisions can help to reduce the products cost increasing the sales leading to greater profits for the particular asset. On the other hand designing an exclusive design may be too expensive for the producer. The right decision has to be made to choose the most suitable and affordable packaging design. Environmental considerations also need to be undertaken. Packages that are non-biodegradable can draw government and customers concerns leading to legal implications. In addition, greater caution must be taken when creating packaging designs so as to avoid infringement of intellectual property such as trademarks similar to others (Klimchuk & Krasovec, 2012).
References
Klimchuk, M. R., & Krasovec, S. A. (2012). Packaging design: Successful product branding from concept to shelf. Hoboken, NJ: John Wiley & Sons.
Rundh, B. (2009). Packaging design: creating competitive advantage with product packaging. British Food Journal, 111(9), 988–1002. http://doi.org/10.1108/00070700910992880
