Don’t Get Boxed in by these Packaging Mistakes

Packaging is often downplayed but can have a big impact on your company’s efficiency and bottom line. Improving the packaging of your products can be a complex task and many fail to realize the umbrella effect packaging improvements can have on many areas of the company. Areas from the individual product, to the case, to the pallets and containers. The key to packaging is to strike the right balance between protection of the product and cost. Too little packaging risks damages, waste, costs of returns, and damaged customer relationships. Over packaging can be costly and negatively impact the environment which can damage brand perception. Avoid these common mistakes to boost your packaging efficiencies. 

 6 Packaging Mistakes to avoid

1. Packaging that isn't branded.
   

   Packaging either ecommerce shipping or display always represents your brand. It is often the first thing about your product to make an impression on the consumer. Your brand 's job is to attract and speak to your market and your packaging should represent that and be relevant to your customers.  
   
   When it comes to display packaging, packaging is often referred to as the “last 10 seconds of marketing.” When a consumer is reaching for your product, the package design needs to represent and communicate the brand and product attributes. 
   
   

2. Packaging that is damaged.
   

   Package design and the materials used are important. When an unsightly and damaged package arrives at a consumer or retail display shelf, it your brand is poorly represented and could be carrying damaged product within.  When you consider the cost of shipping, returns, unpurchased product, and your damaged reputation your bottom line will suffer. 
   
   

3. Using too much packaging.

   Not only is overpackaging more costly it's a nuisance. When a customer opens their package they want to enjoy the product not deal with mess of excess packaging. It should also be easy for them to dispose. Often shippers worry that a box that is too small or close in size to the product will compromise its ability to protect the product. But any loss of protection from size can be more than made up for with better packaging.
   
   

4. Not using recyclable material. 
   

   This can have a direct impact on brand image. Consumers appreciate and respect companies that have a greener image. They will have a more positive feeling about your brand if they are able to recycle the packaging materials. It should be easy for them to dispose of in a manner they feel good about. 
   
   

5. Not Preparing for Returns

   Roughly ⅓ of all purchases are returned. When customers send products back, they often don’t know the proper way to package and return the product. This can lead to greater costs from additional damage, lost items and additional shipping fees. When designing/choosing packaging it is a good idea to think through how items will be returned. Often times you will need packaging materials that are durable enough to be shipped several times. You may also need to include proper instructions and labels so your items are returned to you in proper condition.  
   
   

6. Isolating packaging decisions.
   

   Packaging has an overreaching effect on many parts of an organization which is not always taken into proper consideration. Decisions made in one area can impact others. If there is a change in the product’s packaging it is likely to impact the size and type of carton used, the packing materials and even how the product is loaded onto pallets and moved through the supply chain. Changes should be carefully considered as they impact steps and costs along the way. 

Packaging decisions impact brand image and affect many areas of an organization and the bottom line. Therefor, need careful consideration to make sure the process is streamlined, efficient and cost effective. Your packaging represents your company and leaves impact on your consumer. Make sure it is the right one!

Do you want to make sure you have been making the most efficient, brand positive and cost effective packaging choices? Let Atlas provide you with a complimentary packaging audit. Upon completion we will provide you with a prototype of the packaging we recommend.