You’ve developed a great product—now you need packaging that helps it sell.
The right packaging can be the difference between products that fly off shelves and ones that get overlooked. Remember, a product that is well packaged is half sold!
But how do you select packaging materials that make the most sense for your products and your budget? Here’s your comprehensive guide to selecting packaging materials that protect your product and drive sales.
Understand Your Customer’s Buying Journey
Effective packaging strategies start with understanding how customers discover and purchase your product. Your approach should align with your target customers’ demographics, preferences, and purchasing behaviors across different sales channels.
Consider these key factors when selecting packaging materials:
- Sales Channel Requirements: B2B bulk orders need different packaging than direct-to-consumer ecommerce or brick-and-mortar retail.
- Customer Demographics: Who’s buying, where they’re shopping, and what appeals to them.
- Competitive Landscape: How your product will stand out on crowded shelves or in online listings.
Real-world example: A hardware product, such as a screwdriver, typically targets male customers shopping in physical stores. The packaging should be straightforward, functional, and shelf-ready. Multi-pack point-of-purchase (POP) displays can differentiate your product from competitors while maximizing retail space.
Choose the Right Packaging Size and Strategy
One of the most overlooked aspects of packaging design is proper sizing. Every product variation should have appropriately sized packaging—never default to oversized containers for smaller products. This wastes materials, increases shipping costs, and creates poor customer experiences.
Beyond individual sizing, consider whether products should be packaged individually or in multipacks. Research shows context matters: beauty products like shampoo and soap typically sell better in single units, while other product categories benefit from multi-unit packaging that offers perceived value.
Compare Different Packaging Materials
Choosing the right materials is critical for both functionality and brand positioning. Whether you’re learning how to choose the best cosmetic packaging or evaluating industrial materials, balancing protection, sustainability, cost, and customer experience is essential.
Common packaging materials and their applications:
- Paperboard: Lightweight, excellent for printing, ideal for food, dairy, cosmetics, healthcare products, and retail products.
- Corrugated cardboard: Durable for shipping, available in recycled options for sustainability-conscious brands.
- Flexible packaging: Cost-effective, space-efficient, works well for food and consumer goods.
- Sustainable alternatives: Recycled materials, cornstarch-based packing materials, and biodegradable options that appeal to eco-conscious consumers.
Don’t forget the customer experience—”frustration-free” packaging that’s easy to open creates positive brand associations and reduces return rates.
Don’t Overlook Durability and Protection
If your product ships to customers or retailers, durability isn’t optional—it’s essential. Each transportation mode exposes products to different environmental conditions, physical stress, and handling scenarios.
Poor packaging durability costs you in multiple ways:
- Product damage and replacement costs
- Lost inventory and sales
- Negative customer reviews and brand perception
- Increased return rates and customer service demands
Professional packaging partners include durability testing that simulates real-world shipping conditions, ensuring your product arrives in perfect condition.
Consider Packaging Material Selection Consulting
Choosing the right packaging involves balancing numerous factors: customer experience, material costs, sustainability goals, shipping requirements, and brand positioning. With over 20 years of experience, Accel provides packaging material selection consulting that helps businesses navigate these complex decisions.
Our expertise spans material evaluation, right-sizing strategies, sustainable solutions, and durability engineering. We work as your partner to select packaging materials that protect your products, reduce costs, and enhance customer satisfaction.
Ready to Optimize Your Product Packaging?
Whether you’re launching a new product line or looking to improve existing packaging, our team can help you develop solutions that drive results. From selecting packaging materials to shipping durability testing, we bring strategic thinking and operational excellence to every packaging challenge. Contact us to discuss how our expertise can transform your packaging strategy.