How Do I Choose the Best Product Labeling and Packaging?

Cindy Quarters

Selling any type of a product can be competitive, and there are two things that are almost always going to be very important to your success. The first is to have a good, quality product, so that you will get repeat buyers as well as word-of-mouth sales as satisfied customers tell their friends. Just as important, especially to attract buyers to your product and away from the competition, is that you have the best product labeling and packaging possible. Look for packaging and labeling that protects your product while still showing it off to its best advantage.

Cardboard packages.
Cardboard packages.

The exact type of product labeling and packaging you choose will depend largely on the nature of your product. Small, expensive items that can be easily hidden by a shoplifter, such as cellular phones or other handheld electronics, will likely do well in blister packs that allow the item to be clearly seen but are large enough to both protect them and to make them hard to slip into a pocket or purse. The product label can be designed to fit into the packaging around the item but without covering up any part of it, calling attention to the product instead of distracting from it.

Pills in blister packaging.
Pills in blister packaging.

Inexpensive items, especially those where the buyer will be purchasing many of the same item in a single package, can be packaged in little boxes or in small, clear tubes or bags. Customers don’t necessarily need to see the item they are buying, but both the product labeling and packaging should suit the product sold. Choose labels that clearly identify what the product is, but you don’t need a lot of decoration or explanation for such items.

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Consider the needs of the consumer when creating product labeling and packaging, to add to the attractiveness of your product. If the packaging is to hold an item that the consumer will need to access repeatedly, the container should be resealable, such zip-top plastic bags with the labeling printed directly on them. Items that will be moved about should be in packaging that is conveniently sized and easily portable. Anything that may not be safe for children should be in child-resistant packages, and the labeling should clearly warn customers of the potential danger.

Another consideration when choosing the best product labeling and packaging is the cost of the packaging. It should be affordable, and reasonably priced when compared to the cost of the item contained within. Low-cost items can be packaged in relatively simple containers with clear but straightforward labels. Higher-priced items typically should be placed into packaging that is eye-catching, since the product is likely to be competing with other, similar items. It is usually worth the extra expense to use custom product labeling and packaging for higher end items.

If you have a very small company or a tight budget, it is usually best to look for a supplier that can provide you with generic items that you can use for your merchandise. Many labels can be printed on laser or ink jet printers, allowing you to do much of the design work yourself. If you have a substantial budget for your product labeling and packaging needs, seek a supplier who can also help you customize the packaging. Custom-designed labels can be printed in large quantities at a much lower cost than if you have to make them on your own, resulting in a lower cost overall, but a higher initial investment.

Some items that can easily be conceealed by a shoplifter might benefit from larger packaging.
Some items that can easily be conceealed by a shoplifter might benefit from larger packaging.

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