How to buy packaging? – a simple question with a complex answer. In this six part series, I will do my best to help answer this question with as much relevant detail as I can, given that every person’s situation will be different.
Consider this six part series to be similar to a table to contents for this entire website. A way to efficiently navigate through the many articles I have written over the years.
To that end, I have conveniently included links to all my blog articles throughout this series so that you can read them in a logical order that progresses you naturally through the packaging buying process.
In this first part, I will be giving you a simple outline of what to expect when you buy packaging. I will be getting into more detail, however, as we advance through the rest of the series from part 2 through to the end with part 6.
I want to make you a savvy packaging buyer so let’s get started!
First Let’s Consider the Different
“Levels of Packaging”
Packaging really only serves two purposes: to protect and to advertise. As the marketplace and consumer appetites have gotten more complicated and demanding, there are a lot of ancillary components to modern packaging that most new buyers fail to consider. It’s rarely as simple as “needing a box for my product”. Consider the word “packaging” to be plural, as you will be buying multiple packaging items in order to bring your product from factory to retail store.
The packaging that directly houses the product, is called primary packaging. For example, a face cream would have a glass or plastic jar as its primary packaging.
But there are potentially three other levels of packaging that may be necessary. Transportation packaging, the 4th level, for example, is usually as necessary as the primary. There is also secondary packaging and display packaging, as well as protective packaging to consider.
Let’s take this face cream example a little farther:
Jar
Primary Packaging (1st Level)
Retail Box for the Jar
Secondary Packaging (2nd Level)
Retail Store Display
Display Packaging (3rd Level)
Shipping Boxes
Transportation Packaging (4th Level)
And then there’s the various Protective Packaging (shrink wraps, tamper proof etc)
which functions as “Supportive Packaging”
To learn more about the different levels of packaging in more detail, check out this article here.
Stock Packaging or Custom Packaging?
Do you need custom packaging? Or will stock packaging be an option?
Stock Packaging is premade packaging that is sold in certain standardized shapes and sizes. Examples of this that the average person would have direct experience with purchasing for themselves are Mason jars and gift boxes.
Stock packaging can be any packaging type, but since they offer finite size and shape options, it is often not feasible to use for your unique packaging. That is why most people go for custom packaging that is made to order and designed to fit your product perfectly. Of course custom packaging is more expensive as a result.
But stock packaging is used widely in our economy for certain products. Bottles, jars and containers are typically (but not always) stock packaging.
If you were to use stock packaging, like plastic or glass bottles for example, you would usually have a custom label printed and affixed to it. So practically speaking, everyone has to use some form of custom packaging at some point; in this example, a label.
Here is a good explanation of Stock Packaging vs Custom Packaging
An Overview of the Packaging Buying Process
The process of buying packaging consists of 4 basic phases:
1. Discovery Phase
This is where you figure out what you need (packaging type, style and volume) and where to get it (searching through the seemingly endless packaging companies for one that fits your needs and budget.
2. Pre-Production Phase
Once you’ve decided on your packaging type, style and volume and you have found a packaging company to work with, in this next phase, you make all the specific packaging decisions both creative and financial. The more detailed and thorough you are in this phase, the better the next phase will be.
3. Production Phase
This is where production commences on your packaging, hopefully seamlessly.
4. Post-Production
In this phase you will receive and inspect the goods.
Here is an article I wrote called The Process of Buying Custom Packaging in a Nutshell . Give it a read for a bit more depth into these 4 phases.