Professional outer packaging: How products arrive safely and attractively

While many companies are still concerned about the packaging of their products, the situation is unfortunately often different when it comes to outer packaging. Many goods are still not securely packaged, for example, or the quality of the outer packaging is compromised. Repackaging should not only protect the product, but also the surrounding packaging. At best, the product and its packaging arrive at the customer's premises in the same condition as when they left the warehouse.

The role of high-quality and well thought-out outer packaging in particular will become increasingly important in the future. For years, the Swiss have been at the top when it comes to online shopping. In 2018, a full 75 percent of all people ordered something online in the last three months at the time of the survey - and the trend is rising. Only in the UK did people order more online. Today, with the increasing importance of the home office, deliveries are once again more important - also Groceries and food are often delivered. All these goods have to reach customers by mail. And they only survive this well, without exception, if thought has gone into the outer packaging.

Product packaging: Important features

Before it comes to the outer packaging, each product must be packaged "well". The quality of a package is characterized by various properties. Basically, it should give a product light protection from friction or gentle shocks. However, it is more likely to be of cosmetic use than of practical use. In other words, it is mainly the design that counts, which should be appealing and well thought out.

Simplicity
Well-designed product packaging is characterized by simplicity and unambiguity. The motto "less is more" applies here as hardly anywhere else. At best, the packaging should make it clear at a glance which product it contains and which brand is behind it.

Of course, a deliberate opposite approach can also be taken. Interest can also be aroused through restraint and mysteriously ambiguous packaging. However, smaller companies with little reputation are not advised to do this.

Individuality
Nothing is worse than a generic design that hardly stands out from other product packaging or, in the worst case, even resembles an already familiar product. In order to make a product packaging as individual as possible, on the one hand the packaging should be tailor-made to fit the product. On the other hand, a high-quality, independent and appealing design should be created, which at best is part of the corporate identity.

Help with design is now even offered by print shops on the Internet themselves, providing templates and samples and guiding through the design process. In the process easy to understand and detailed instructions which basically anyone can use to create a simple packaging design. Those who do not have basic design skills themselves are nevertheless well advised to enlist the help of a trained graphic designer.

Stylishness
This also leads us to the third point, stylistic confidence. Stylishness in this case means that the product packaging should be "well thought out" and "well-rounded. In the design of the packaging, for example, elements can be picked up in some way that skilfully reflect the characteristics of the product.

But stylish also means thinking creatively when it comes to product packaging. Take the Heinz ketchup bottle, for example. As soon as the company packaged the ketchup in plastic and turned it upside down as a "squeeze bottle," sales figures once again increased significantly.

Repackaging: Bringing goods safely to the customer

Quality and size
Goods only reach the customer safely in their packaging if the outer packaging is also right. The quality of the selected cardboard packaging and the size are particularly decisive. It is better to spend a little too much than too little on the stability and security of a carton. After all, poorly packaged goods cause unnecessary hassle and lead to additional costs and often to complaints. As a rule, you can't go wrong with 2- and 3-wall corrugated cardboard boxes made of kraft paper.

As far as size is concerned, it is better to opt for cartons that tend to be too large. The free space between the packaging and the outer packaging can then be lined with cushioning and filling material to cushion the goods.

Upholstery
Cushioning and filling material comes in different forms. It protects the goods from bumps and shocks and prevents slipping inside the outer packaging.

Bubble wrap or foam films are best for lightweight products. Heavy goods are best protected with generous paper cushions. Hollow spaces are additionally best filled with packaging chips or paper chips.

Additional protection
Furthermore, there are various protective measures for special goods. Products that need to be protected from electrostatic charge, for example, must be packed in antistatic packaging. On the other hand, to protect a product from electrical discharge, conductive packaging made of bubble wrap or bubble foam, for example, is necessary. If goods are susceptible to moisture, desiccants in the form of bags, rods, mats or cushions that are placed in the package are suitable.

Proper bonding and special markings
Gluing the outer packaging also contributes to the safety of the goods. Cardboard is basically one of the best carrier materials. There are qualitative differences in the adhesive tape. PVC adhesive tape with natural rubber adhesive has the strongest force and is therefore particularly suitable for heavy goods. PP adhesive tapes, which are also available with acrylate or hot-melt adhesive, are perfectly adequate for light to medium-weight goods.

It is also important to tape the packages all around so that there are no large openings into which dust, dirt or water can penetrate particularly easily.

Load securing

Anyone who delivers goods to customers independently should ultimately ensure good load security during transport. This depends on the choice of the right pallets and suitable anti-slip intermediate layers as well as appropriate securing methods. Whether stretch film, shrink hood, lashing straps or strapping bands - the main thing is that the goods are securely fastened in the delivery vehicle and cannot slip. Then nothing stands in the way of safe delivery.

Author
Mark Schulz is a marketing expert with a focus on product marketing. For several years, he has been independently advising companies on all aspects of developing and designing appealing marketing campaigns and optimizing product peripherals. The related topics of product packaging and shipping always play an important role here.