Picking the Right Product Package

PICKING THE RIGHT PACKAGE FOR YOUR PRODUCT


Long before your product is running through filling equipment, capping machines and labelers you  
will have to decide what package best suits the product.  While the look of the package is  
definitely an important aspect of this process, there are many other considerations that are often  
overlooked.  If you are launching a new product, consider these factors when choosing the product  
package.

AESTHETICS


Of course, the look and feel of your product package is extremely important.  In almost all cases,  
the consumer is essentially "buying" your package, rather than your product.  Very few products are without competition and the product package is how the consumers differentiate between the various, yet  
similar, products.  In other words, the product package is how your customers come to know you, so  
some effort should always be made to attract attention with the package.  A unique package, a  
bright label and a familiar logo can all be incorporated into the product package to help consumers  
to identify a specific brand or product.  Today's labeling machinery can handle almost any size  
label and apply it to nearly any container in many different formats.  Cartons, bags, boxes and  
foils may be manufactured with logos and other information included, making the packaging process  
that much easier.  It is safe to say that the look of the product package is always considered when  
the packaging is chosen, but do not ignore these often less considered factors. 

PROTECTION


There are nearly as many options for packaging your product as there are products on the market -  
films or sleeves, sealed bags, cardboard boxes, glass and plastic bottles and more.  From running  
the product through the packaging machinery to shipping it to your market, global or local, ask  
yourself what kind of protection is necessary from your product package.  Packaging machinery can  
provide protection for your product, but different packaging materials will require different  
packaging machinery - including machinery to prepare the product for shipping.  For example, a thin  
plastic bottle will require a capping machine that will consistently and reliably seal the bottle  
without crushing that bottle. A glass bottle may require a container cleaning machine prior to  
packaging product to remove debris and avoid product contamination.  A cardboard box or carton may  
require additional packaging machinery, such as a case erector, case packer and pallet wrapper to  
properly pack and protect product during the shipping process.  When choosing your product package,  
carefully consider the steps and machinery necessary to make and keep the product and package safe  
all the way to the shelf.  By considering the protection offered by a package up front, both time  
and money can be saved on product recalls, product loss, customer service, reactive marketing and  
package re-designs.    

COST


Different product packages will bring with them different associated costs.  Custom designed  bottles may cost more to produce than a standard sixteen ounce PET bottle.  Different materials,  from cardboard to glass to plastic, will also have different costs.  Collateral costs such as caps  and labels should also be considered.  The package, if your business is successful, will be a  recurring cost, unless you choose to include the machinery to make your bottles in your packaging line.  Consider your product and your market when considering cost as well.  If you are starting  out in a small market, a unique and expensive package can create higher overhead and hurt the  company and the product before either have a chance.  Creativity can still flourish with lower cost  packaging materials and the package can grow and change as the company grows and changes.  Many  packaging machines, including liquid fillers, capping machines and belt conveyor systems will work  with a variety of packages, allowing for future re-designs, alternative packages and even new  product packages.

MATERIALS


Think Green!  In today’s marketplace, you may lose a good number of potential customers by choosing  
a product package that is not environmentally friendly.  The world is awash in discussions of landfills, bio-degradable packages, global-warming and recycling efforts.  Choosing a product that is biodegradable and otherwise environmentally friendly is good not only for the planet, but for your business reputation as well. Biodegradable product packages will normally not limit the packaging process, as these packages normally create no unique packaging issues for filling equipment, capping machines, conveyors or other packaging machinery.

Choosing the right product package prior to planning your packaging system can save time and money  
in the future.  If you have questions regarding product packages or packaging machinery, contact  Liquid Packaging Solutions via our toll free number today:

1-888-393-3693