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The Custom Packaging Process Explained

Full POP Display Pallet with a corrugated carrier, blister pack, sample packs, and poly bags

The packaging process can be quite confusing to a new or inexperienced buyer looking to buy a custom package for the first time. However, the custom packaging process can be explained in 8 simple steps. By understanding the packaging process you can better develop your expectations and course of action through the packaging process.

However, before we begin it is important to explain why purchasing a custom package is much more complex than it would be buying a standard or stock product.

Custom packages can consist of boxes, pouches, labels, cartons or any other form of packaging. Usually, they are custom made with specific structure (size and dimensions), graphics, prints, materials, features, and more. Custom packages come with the advantage of improving a product’s packaging protection, efficiency, and marketability. However, creating a custom package takes much more time, planning, effort, and capital to make than standard products.

As a result, the custom packaging process is much more complex than just making a simple purchase online or from a store. Below are the 8 steps to the custom packaging process:

  1. Planning
  2. Market Research
  3. Dieline Design
  4. Graphic Design
  5. Testing and Sampling
  6. Production
  7. Market Review
  8. Optimize
The Packaging Process explained

Step 1: Planning

The first thing to do when starting a custom packaging project is for you to understand what you are trying to achieve. Once you have established your projects purpose, then you can begin outlining the roadmap on how you are going to achieve it. Generally, this is where you will determine your project’s budget, materials, roles and responsibilities, deadlines, product specifications, and course of action.

In most cases, buyers usually consult with packaging companies at this stage about their project plans, goals, and expectations. Typically, this is where the packaging company learns about your project and makes recommendations on the best course of action. Ultimately, this helps prevent mistakes or delays in your project.


However, if you are confident in what you are trying to achieve, then you can hire or reach out to a packaging supplier later on.

Step 2: Market Research

An important part of the custom packaging process is market research. You want to have a great understanding of your market and customers, which will help guide you in developing and designing your product’s package. Your custom package will tell customers a lot about your product and reflect your brand image. The success of your research will ultimately play a large role on how well your product appeals to your customers and influence them to make a purchase.

To have a successful custom package you should research your market, customers, and a design strategy.

Market

It is important to do some market research prior to building a custom package because you want to position your brand strategically based on your strengths, weaknesses, opportunities, and threats. Ultimately, your brand should reflect your unique selling proposition.

For example, if you are a cost leader in the market, then your product should reflect that in its packaging design, versus a higher end brand will purchase a more luxury and expensive custom packaging.

Customer

Your product’s package is part of your customer’s experience and how they will interpret your brand. By knowing your customer you can correctly appeal to them. Ultimately, you want to pursue what they value most such as: cost, ease of use, convenience, quality, protection, or other packaging/product attributes.

For example, will your customer want to visually see your product prior to purchase or would they value more product information.

Design Strategy

When researching your industry and customers you want to be developing a design strategy. Your design strategy is the foundation to your packaging structure (size, dimension, and shape) and graphic design (colors, font, typography, and content).

Your custom package should reflect your brands’ position in the market, while appealing to your target audience. Usually, great packages add value and trust to your customer experience, which will positively affect a brands image.

In most cases you may want to consult with your packaging experts about your products design because your package may be required to meet certain requirements from retailers and government agencies. These requirements are put in place for your package to meet a certain level or standard of quality, safety, and efficiency.

For example, nutrition facts may need to be labeled on your product or you may need to have your packages optimized to fit on a pallet or in freight.

In addition, applying graphics from your software to a package does not always go as planned. In most cases, you may need to partner with your packaging design specialist to avoid any errors or mistakes.

Packaging Design Strategy

Step 3: Dieline Design


The next step of the packaging process is to develop your package’s structure also known as the dieline design. A dieline design of your package will outline the shape, size, and dimensions of all cut lines and folds of your package (see image below).

Dieline Example

It is recommended you partner with a packaging designer for this step because the structure of your package will play a large role in the amount space your product takes up, material costs, logistical efficiency, and usability. 


Ultimately, the shape, size, and dimensions of your package will play a large role in the cost, efficiency, and success of your product.

Step 4: Graphic Design

In this step, you will design your package according to your specifications: logo, colors, product and company information, call to actions, barcodes, images, print options, and finishes. Your packaging graphic design is how you will communicate with your customers visually and textually. 

Step 5: Testing and Sampling

Once your product concept has been created, then it is recommended that you test and sample your product and package together. Testing and sampling can provide buyers with quality assurance and satisfaction for your package before production. At this time buyers can make final changes or edits to their package.

Product and material testing is usually done to packages to test their structural integrity in real life environments and situations. For example, there is a drop, vibration, thermal, and other tests that measure a package’s level of protection for a product. Packages need to meet a certain level of protection and quality to get certified for retail use or other purposes.

Samples enable you and your team to test out your product and package. Usually, most buyers get approval from their upper management before proceeding in mass production.

Step 6: Production

Once you provide the final approval for your package, then mass production will begin. Keep in mind that production requires special plates and tools to be made. Therefore, it can be costly to make any changes at this stage of the packaging process.

Depending on your project, product may occur between multiple manufacturers and managed by a distributor since most manufacturers are limited in what they can produce. For example, if you are purchasing a custom corrugated box but require custom esd foam inserts, then your production will require two separate productions from different manufacturers. To make life easier, it is recommended to partner with a distributor or hybrid supplier.

Package production example

Step 7: Market Review

Once you have your product and packaging ready, then it’s time to bring your products to market. At this step, it is important for you to evaluate your products efficiency and results. For example, you should monitor how many returns you receive from damaged products due to shipping and handling or how well your product sells.
Ultimately, you want to measure the results of your packaging and products so you will be able to make improvements later on.

Step 8: Optimize

The final step of the packaging process is to optimize your custom package even more. Ask your customers for feedback, analyze your cost and sales. You are looking for inefficiencies or room for improvement for your product and packaging. You want to make changes to improve your results.

Ultimately, depending on what changes you are making may result in you restarting the custom packaging process from the beginning or somewhere in the process. Before making any huge changes or investments be sure to check in with your packaging experts.

Summary: Custom Packaging Process

 

The packaging process can seem quite complex if you are inexperienced in the packaging field. However, by breaking it down into 8 steps, can help you overcome your obstacles and challenges of creating a custom package for your product. If you are still unsure about your packaging needs or do not know where to begin, then contact us. 

At Brown Packaging we are experienced in working with clients from concept to completion. We can provide you all your packaging needs will maintaining a consultative approach.

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