As a reminder, in Parts 1-6 of How to Buy Packaging 101 I’m going to be referring you, at times, to other blog posts on my website that will give you more detailed information of what I’m discussing. These articles are designed to clarify and reinforce the topics. So please read these other articles, especially if it pertains to the specific packaging type you’re interested in.
In this section I am going to help you decide what type, style and volume of packaging you are going to need.
Type refers to what kind of packaging ie a box, a bottle, a pouch etc.
Style refers to the exact look and shape of the packaging.
Volume refers to the quantity of packaging (how many packaging units you need)
Let’s get right to it.
What Type of Packaging Do You Need?
Once you know what type of packaging you need, the whole process of packaging buying truly begins. You may or may not have an idea of what type of packaging you need. A good place to start, however, is with your competitors (if you have any).
What are your competitors using?
Is it conceivable to use other types of packaging? For example, if your competitors are using poly bags, could you use a box instead? There could be distinct advantages (or possibly disadvantages) in opting for a packaging type that is not the norm – things to consider are:
- Will this packaging type degrade or improve product perception in the eyes of the consumer?
- Will this packaging type protect your product more, or less?
- Will this packaging type be less expensive or more expensive?
- Will this packaging type cause your product to be more or less difficult or costly to ship?
- Will this packaging type be consistent with your brand’s social values and environmental impact (if applicable)
I’ve seen companies decide to go against the grain and choose alternate packaging for their products for various reasons, only to have all their competitors follow suit later on. So choosing different packaging can be a powerful, market shifting decision. It is certainly worthy of some consideration.
Types of Packaging
There are 4 broad categories of packaging:
- Boxes
- Bags (*AKA Flexible Packaging)
- Plastic Thermoform Packaging (AKA Blister Packs, Clamshells)
- Bottles / Jars / Containers / Tins
*just in case some of you may not know what AKA stands for, it means “Also Known As”
I have a useful little article about the proper names of packaging. Check it out here.
1. Boxes
There are three basic types of boxes:
- Folding Cartons (AKA Paperboard Boxes, Paperboard Cartons)
- Rigid Boxes (AKA Set-up Boxes)
- Corrugated Boxes (AKA Corrugated Fiberboard, Cardboard Boxes, Corrugated Board, Combined Board)
For an explanation of the differences between these types of boxes, please check out this article.
For more specific details on the differences of folding cartons and rigid boxes, please see this article.
I’ve written a good explanation of corrugated boxes, right here.
2. BAGS (Flexible Packaging)
There are 4 types of bags:
- Poly Bags
- Stand-Up Pouches (AKA SUP, Barrier Bag)
- Woven Poly Bags
- Paper Bags
Poly Bag is a broad term that encompasses any single layer bag made from plastic film. These bags can be made from any one of a vast array of plastic films.
A relative newcomer to the flexible packaging scene is the Stand-Up Pouch. The stand-up pouch is a type of poly bag that is laminated with at least two (sometimes three) different types of plastic film that each contribute to a different attribute of the bags overall strength and barrier protection. Stand-up pouches have the potential (depending on your needs) of providing outstanding protection against oxidation and product spoilage. Most stand-up pouches have some type of gusset that allows them to “stand upright” on store shelves. The stand-up pouch was originally designed to replace a poly bag that went inside a box (folding carton).
If you are interested in stand-up pouches, here is an article which goes over some important considerations when buying this type of packaging.
Paper bags are fairly self-explanatory. They are simply bags made of paper. Grocery bags and gift bags are two examples that spring to mind.
Woven Poly Bags are used for bulk products generally over 25 lbs like rice, dog food, soil, etc. These bags are actually woven on a giant loom. For more details see this article
For some more general info on flexible packaging please view this article.
3. PLASTIC THERMOFORMED PACKAGING
(Blister Packs and Their Variations)
This packaging is very common in our society, we see it everyday. In it’s most basic form, plastic is molded into a “shell” of a certain shape and size and is glued to a piece of printed paperboard.
This type of packaging comes in a variety of forms and styles. Some popular names you will come across are:
Blister Pack, Clamshell, Trapped Blister, Stretch Pak, Face Seal, Skin Packaging etc.
I have a pretty thorough article on all the various types and styles of blister packs. I also have an article specific to Stretch Paks
4. BOTTLES / JARS / CONTAINERS / TINS
This category of packaging can be made of metal (usually tin-plated steel), plastic or glass and come in a variety of standardized shapes and sizes. The vast majority of this type of packaging is stock packaging as opposed to custom packaging.
Most types of packaging have stock and custom options. Stock is usually much cheaper but often at the expense of other factors such as appearance, optimal sizing and direct printing. But sometimes, as in the case of bottles, jars, etc. you would be using stock packaging exclusively. However, massive companies like Johnson & Johnson have all of their bottles custom designed, but that is not the norm for most companies.
Choosing the Right Packaging Style
So once you decide on the “type” of packaging you want, you need to decide on the “style”. Here are some ideas to help you find the right style.
- Look through my website. I have packaging styles listed in the various article links on this page, and I’m adding to them all the time.
- Using Google Images to search for packaging styles. Search for packaging type i.e. “folding cartons” or “paperboard boxes” (which is another name for folding cartons). This should yield images of folding cartons in a variety of styles. Save images of the ones you like and are interested in so you can refer to them when communicating with a packaging manufacturer.
- Look in retail stores or online stores like Amazon for packaging ideas and take/save photos of the ones you like.
- If you are still having trouble finding the right packaging style, make a sketch of it and describe it as much as possible. You might be inventing a new style, who knows?
Links to packaging styles articles:
I also have a nice, quick reference image gallery showcasing the various styles of folding cartons, rigid boxes and corrugated boxes. Check it out here
Deciding on Your Volume
It is particularly important to have an estimated packaging volume ready for when you proceed to the next phases of the packaging buying process. With every company you contact “What is you packaging volume?” will be one of their first questions. The higher the volume, the cheaper it will be for you and the more attractive you will be to packaging manufacturers as well. But don’t bother exaggerating your volume as the price quote will be based off that exaggeration and will not be of much use to you. It is also not worth your while to promise future business in the form of reorders in order to get a price break. They’ve heard that one a million times.
Do you anticipate moving a lot of product quickly? – Be honest, not just hopeful.
Do you have a retailer already interested in purchasing your product?
Do you have preorders in need of fulfillment?
Are your sales expectations proven or speculative?
Can you warehouse excess packaging yourself?
These are questions that should help you decide on your volume before you make that first inquiry with a packaging vendor.
Sometimes your volume can be skewed depending on how may SKUs you have (yes, I did that on purpose 🙂 ). Here is a handy article where I discuss volume and SKUs.
Specialized Retail Environments
If you find that all of your sales (or a large chunk of them) will be in certain retail stores or online markets, it is important to know what these environments expect and demand from you in regards to your packaging choices. Costco is a great example of this as it has many restrictions and requirements that dictate the type, style and size of packaging you will be using. Walmart can also have very specific requirements. Rather than list the regulations here, check out my article on Packaging for Costco for more information.
Some retail stores with limited and already “spoken for” shelf space might only take product from you if you create your own shelf space. I’m speaking about display packaging here, often called POP displays, floor displays, counter displays etc. You may also want to have display packaging for other reasons as well. Here are 3 important reasons why you would want display packaging.
Online market places like Amazon can also influence your packaging choices. Amazon has it’s own rules (and growing in number every year) as well as factors such as customer expectations and packaging durability, for example, can help us hone in on what packaging type and style is best.
Sustainable Packaging Considerations
Speaking of customer expectations – sustainable, environmentally conscious packaging continues to be a growing concern for many consumers as well as some retail markets and even governments. And this phenomenon is only going to become more dominant with the gigantic and ubiquitous influence of social media. I’m going to be writing more about this topic in the months and years to come, but for now, here’s a little introduction into topic of Sustainable Packaging.
Do You Require a Prototype?
If you are in need of making a presentation to investors, retail buyers or for an upcoming trade show etc. then you might be in need of a packaging prototype.
A packaging prototype is a mock-up example of what the packaging would look like if it were to be mass produced.
Basically, it serves as a representation of what the packaging will look like.
If you think you might need a packaging prototype, I have written an article here that discusses this in more detail.