Rightsizing Packaging Is Doing the Right Thing For Everyone
Packaging has many roles in the life of a product, and those roles have had an influence on the quality—and quantity—of material used to package a product. Rightsizing packaging has to take into consideration a number of factors, including:
- Branding and billboarding
- Shelf appeal
- Product protection
- Ease of product access
- Ease of post-purchase use
- Customer communication
In the past, when shelf space dominance was the priority, many products were overpackaged in order to fill up the space, billboard the brand, and proclaim the value-focused message that bigger is better. But there has been a radical shift in packaging perception, and many brands now recognize and buy into the value of rightsizing product packaging—at a cost reduction to the manufacturer and of even greater value to the consumer.
It’s not surprising that the number one value in packaging is to protect the product. Products often make a long journey from the field or factory to the consumer—with a warehouse or store shelf in-between, and lots of road and/or air miles. Manufacturers want products to make it to consumers in optimal condition—and obviously consumers want that too. So, packaging must hold up to the rigors of shipping, delivery, and even post-purchase use until the product has been completely consumed. Protection is non-negotiable, so some more delicate or perishable products need extra packaging, and that’s still rightsizing. But bulky over-packed products designed merely to attract attention are falling out of favor.
The over-packaging of yore led to much frustration for consumers as they attempted to release their purchases from the shackles of large boxes, too many layers of filler, and (in some cases) myriad tie-downs that are nearly impossible to undo without mechanical intervention. In other words, there’s a reason that Amazon offers “frustration free packaging” as an option with many of the products they fulfill. Not every product type or industry has seen the need for such frustrating packaging measures, but just about everyone can see the value in making it as easy as possible for customers to enjoy products as quickly and easily as possible. Features like easy open tear notches and resealable zip closures make flexible packaging one excellent type of frustration-reducing packaging.
Responsibility and sustainability
The ever-growing focus on eco-friendly, sustainable living has naturally caused consumers to reconsider not only their purchases but what they demand of manufacturers. It certainly goes beyond the product to the packaging as well, and many manufacturers share the same sentiment as their customers. Rightsizing packaging is where the rubber meets the road for manufacturers touting their responsible practices. As brands move toward increased sustainability, it’s no wonder that flexible packaging—particularly the pouch format—is growing rapidly in adoption and manufacturing.
Packaging is responsible for a lot of communication and brand messaging. From text, graphics, and colors to shape and size to materials (and the amount used to produce the package), a story is being told to consumers. Rightsizing communicates to consumers that brands and manufacturers care about them, the environment, and responsible manufacturing practices. It also communicates appropriate frugality, and consumers imagine that the savings are passed along to them. Rightsizing is the darling of sustainable packaging practices, and not only stands out on shelves to eco-conscious consumers in contrast to over-packaged brands but tells consumers their demands for sustainability have been heard.
You too can rightsize and do the right thing for everyone! To get started on your product’s flexible packaging solution, give us a call or contact us!