plastic fabrication - creating a display case for collectibles

Display Boxes: Your Opportunity To Enhance Customer Experience And Your Bottom Line

17 February 2016

Ida Beck

When you are a product manufacturer, one of your biggest keys to success is packaging. But that doesn't mean choosing the right materials and construction, getting your product to the retailer safely and attracting the consumer by making it stand out from the others on the store shelves. It means all of these things—and more.

Creating the right package for your product is a complicated process. And it is never static. Consumer preferences are always changing, what worked last year might not work this year, you may need a new image for your brand, and new and more cost-effective packaging technologies are continually creating more options. Here are some examples of what you need to consider.

The Right Materials

The packaging industry has come a long way since days of plain cardboard boxes, but sometimes that still is the best choice. Cardboard is inexpensive, easy to customize in size and shape and is reusable, recyclable and sustainable. Corrugated cardboard is sturdy and can stand up well to rough shipping. It also is easy to print on.

However, consumers these days like to see what they're buying. Transparent trays, and bags and plastic or glass bottles provide that transparency. However, glass and plastic allow in light, which can damage food products, and glass is costly to ship.

Thermoformed plastic containers also offer transparency and other advantages. It is durable and provides safety from breakage and tampering. Because it can be customized to exact size of the product, shipping costs are reduced, and there is less waste to go to the landfill.

Product Structure

One of the main goals of functional package design is protecting the product from damage, spoilage and tampering. But often, manufacturers are so focused on getting the product safely to the retail outlet, they neglect the other aspects of packaging that can influence consumers' purchasing decisions. For example:

• Excitement adds to the customer experience. Prolong the opening experience by adding levels such as a box within a box, folding doors to open, which gives a glimpse of what's inside, or fancy clasps to open.
• Add a small gift or trinket, such as a coaster to a beverage container or the promise of a small prize within the box. You might also want to add convenience to your packaging by adding, for example, a measuring spoon to a pharmaceutical package.
• Alternative uses for the packaging are a big draw for many consumers. A jewelry package that doubles as a jewelry box or a plantable, biodegradable coffee cup embedded with seeds enhance the user experience and make your product memorable.

Reflect Brand Image

Make sure your display boxes reflect your company's image and ideals. If you want your box to reflect old time values or a long history of customer satisfaction, opt for a simple box with a vintage design and down-home type graphics over gaudy boxes and overhyped promises. Whereas, if you are a luxury brand, use a display that sends that message. Nothing says your customer is important like jewelry in a simple royal blue box with gold lettering or a gold box of deluxe chocolates.

Millennials tend to be attracted to frugality and earth-friendly packaging. Reduce, reuse and recycle is their mantra. For this market segment, use packaging materials that are recyclable and use efficient processes that don't pollute the environment.  Use colors such as greens, browns and other earth tones that reflect your "green" image.

These are just a few of the packaging techniques you can use to get your product off the retail shelves and into consumers' carts. The key is to know your customers—their attitudes, perceptions and preferences and choose packages that display those things. Contact a company like Northwest Paper Box MFRS INC, or another location, for more display box tips and information.

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