Packaging Inside The Box

Many companies look to contract packagers and packaging supply companies for interesting and unique packaging designs. Everyone wants their packages to look exciting and unique but this could come at a steep price in the marketplace.

Many years ago retailers were open to different colored items in different sizes. Back then they welcomed multi-packs and bonus packs. But with the advent of planograms which make planning product positioning ridged, controlled and consistent, creative and oddball sized packages are a thing of the past.

Package sizes are controlled at the corporate buying level now. Ever notice how every box of laundry detergent is the same size even if they are manufactured by different companies?

This packaging standardization occurs because the buyers have set sizes and locations for products and shelving and expect square pegs to fit into square holes. You may have a package and want to add a premium to it or make it into a bonus pack in order to attract more sales (“Get an extra 20% free!”)… but if that makes your package too tall or too wide then you will not have shelf space for your product.

Also, if you go with a container that looks great but can’t be stacked, then you may run into problems as well. Buyers and stockers appreciate carefully designed packages tha make their lives easier.

So, as you can see, while the marketers in your company are always looking for something unique to attract the eye of the customer, the reality of the situation is that they are forced to think inside the box and conform to industry standard sizes and shapes of packaging.