Packaging For An Online Business
Have you ever waited with anticipation for that special
something to show up in the mail only to receive a smashed box
with broken pieces inside or liquid dripping out the sides?
Packaging has always been a critical component of successful
retail products. Packaging is also critical for successful
products sold online. However, there are differences between the
two types of packaging that should be considered. When a product
is displayed in a retail store, it is competing with every other
product on the shelf for the consumer's attention. The boxes are
normally shiny, multi-colored, and have foil stamping and
embossing. The boxes seem to scream out, in a visual way, "Hey,
look at me!" In online sales, the product is sold long before
the consumer sees the packaging, but the packaging is still
critical to creating a satisfied customer. Here are a few points
to consider when choosing packaging for products that are sold
online and shipped to the buyer.
Don't spend too much on your packaging because it won't be
competing against one hundred other packages on the shelf of
Wal-Mart or Best Buy. UV coatings, foil stamping, embossing, and
other high cost packing enhancers are not needed.
Don't spend too little on your packaging because it still needs
to reflect the quality and value of the product inside. You can
use one, two, or four color printing to enhance the package. Do
make sure your packaging is sturdy enough to make it through the
mail.
Make sure the package is crush proof. Some boxes require an
inner structure made of cardboard, foam, or vacuum form plastic
to keep them from crushing.
Test your packaging by sending five packages to a few people you
know in different parts of the country or, for products that
ship internationally, in the world. Have them send the products
back to you. How did the packaging hold up? Does it still look
good? Is it something you would feel good about receiving for
yourself? Did the outer packaging protect the product? If there
is any crushing, bad tearing, or product damage; rework your
design and test again.
Don't spend too little, don't spend too much, test thoroughly,
and your packaging will be just right.
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