Product packaging refers to the creation of the exterior of a product. That includes choices in material, form, graphics, colors and fonts that are used on wrapping, a box, a bottle or any kind of container. The type of packaging will vary depending on the range, size, shape and weight of the product.
Types of New Products
Product Line Extensions
A new product which is similar to or belongs to an existing range of products. These products box, label and insert should follow dimensions, shapes and layouts of similar products.
Product Improvements
A product improvement is to make one or more changes to an already existing product. The change(s) usually are related to updating written content on existing packaging.
Product for a New Range
A product that will be created as the first product of its range or category. New range products have never been brought to market before, so the packaging needs to be created from scratch.
Types of Packaging
Box
The three main dimensions by which boxes are measured are length, width and depth. These measurements are always measured in centimeters from the inside of the box.
Products for a new range will be measured before calculating the box measurements:
- Product diameter: Measure the bottom face of the bottle from one side to the other with a flat ruler. This is the minimum width of the box.
- Product height: Place the bottle on a flat surface and measure the side of it from bottom to top with a flat ruler. This is the minimum height of the box.
Note: Marketing Person will determine how much empty space should be left between the bottle and the box and add it to the product height and diameter measurements.
Note: Marketing Person will decide if there should be a plastic or cardboard tray to protect the product during the shipping process.
Note: Marketing Person MUST check with Purchasing Person that the factory is able to produce the size of box decided, before starting the design process.
Label
When labeling a round bottle, there’s some flexibility with the wraparound size of the label depending on the size of the gap between the label edges.
Products for a new range will be measured before calculating the container measurements:
- Container diameter: Multiply the diameter by pi (3.14), and the resulting number is the bottle circumference. This is the maximum width of the label.
- Container height: Measure the height of the bottle’s flat surface, from curve to curve. This is the maximum height of the label.
Note: Marketing Person will determine how much gap should be left between the label edges.
Note: Marketing Person will decide how much space should be left empty from curve to curve.
Note: Marketing Person MUST check with Purchasing Person that the factory is able to produce the size of label decided, before starting the design process.
Insert
Products that come in a box should be accompanied with a product insert, which is a card or pamphlet that provides useful information to the consumer.
Note: Marketing Person will make sure to find out if a product for a new range needs an insert before starting the design process.
Content in the Packaging
Marketing Person is responsible for having all the content unique to a specific product sorted out before starting the design process.
Written copy
This can include anything from the name, composition, indications of the product, to a short description to words describing the benefits of the product.
Imagery
All images and graphics that will be included in the box and label of the product. These might be unique to the product and are usually related to the product range or benefits of the product.
Stamps
Depending on the product and range the product may include existing or designed (in-house) stamps, claims or seals, for example: FDA, Natural Ingredients or Veterinary Approved.
Manufacturing and Distributor information
There may be some information that is required to be placed on the packaging for legal or registration reasons. BD or Sales Person will be responsible for defining this information:
- Manufacturer name and/or address: Often required to be on the packaging, but should not be included unless it is required by the health authorities of the importing country.
- Distributor name: Should not be on any packaging unless it is an absolute requirement of the importing country.
Creating Content for New Packaging
Marketing Person will be responsible for choosing the type of and for creating the content for the product packaging.
1. Marketing Person will receive the request for creating a new product packaging from BD Person or Account Manager, via task.
2. Marketing Person will confirm that the following information is provided by Purchasing Person and Account Manager:
a) Product container: Measurements or physical sample;
b) Product composition: Active and other ingredients;
c) Product characteristics, like flavor or form shape;
d) Product ingredients characteristics, like natural or organic;
e) Product weight.
3. Marketing Person will review the Sales Order to obtain the following information:
a) Product Name;
b) Product Packaging (units per container);
c) Product Form;
d) Product Type.
4. Marketing Person will research and evaluate similar existing products’ packaging.
5. Marketing Person will create a new document with the product packaging copy, including: Product name, Claims and product benefits, Instructions and usage and Product benefits, for the product box, label and insert.
Creating New Packaging
Product Line extensions and Product improvements
1. The Marketing Person will send the written content to the Design Person to start the design process.
Note: Marketing Person will include reference images and visuals to include in the product packaging.
2. The Design Person will notify the Marketing Person to review the product packaging drafts, via task.
3. Marketing Person will approve the design or will notify Design Person of edits, via task.
Note: Marketing Person will include reference images and selected visuals to include in the product packaging.
4. Marketing Person will be notified of any final changes or edits made in the packaging, because of changes in the product, via task.
5. The Marketing Person will check the final product packaging and approve it.
Product for a New Range
1. Marketing Person will send the packaging measurements, layout and written content to Design Person, via task.
Note: Marketing Person will include references to other similar products for inspiration.
2. Marketing Person will send the packaging measurements, layout and written content to Design Person, via task.
3. The Design Person will notify the Marketing Person to review the product packaging drafts, via task.
4. The Marketing Person will revise the design and content and will print a sample to verify the packaging measurements.
5. The Marketing Person will send the packaging designs to Sales Director for approval, via task.
6. Once packaging has been approved, the Marketing Person will check the final product packaging and approve it.