After China implemented reform and opening-up policies since 1978, the country has seen a rapid industrialization in the decades since. And now China's packaging industry is almost making all the custom kraft boxes for global consumers, just like other industries! Many buyers come to China for custom retail packaging every year! They are sourcing cosmetics packaging, wine bottle packaging, and jewelry boxes, etc. Many buyers who want to profit from the huge packaging markets even come to China to order printers and other packaging equipment to make boxes!

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When you are getting started it's so hard to understand the integral role packaging has to play in marketing and selling your product. Put simply, it's one of the most important product decisions you will have to make. There is a universe of packaging suppliers, materials and even regulations. Not to be overwhelmed, it is easy to navigate if you take it one step at a time. It is a process just like any other component in product development. They key is to know which packaging factors will influence your product's success --or failure

Here are 5 vital things you need to know as you start on your journey that packages your product to sell.

1. You can't have a product without a package.

Just think about potato chips and eggs for example. How could you sell them unbroken and undamaged without a package? You have to be able to transport a product from point A to point B. The package is what makes it happen. Even if your product is not fragile, it can't get into the buyers hands in a shop worn condition. Consumers will NEVER buy it.

It's interesting how packaging is evolving. In many cases, there would be no product without the package. Take something as simple as toothpaste. Whether it's in a tube or in a pump the package plays an integral role in making this product work. It is so ordinary that many people never stop to consider this fact: Where would toothpaste be without a package?

So ask yourself these questions: Is your invention going to need a package that is part of the actual product? Or will the packaging be more of a protective device to convey the product?

Whatever the answer might be, it's time to start thinking about how the packaging is going to impact both shipping and merchandising.

2. The package could cost more than what is inside.

The rule of thumb is that the package should be 8-10% of the total cost on average. 10% of every dollar spent at retail is directly attributable to packaging. But that cost can vary dramatically with the product being packaged. The proportion of cost is lower with high ticket items and higher with commodity items as well as products in which the packaging is a bigger component than the product itself.

Let's talk potato chips again. Packaging is a much higher cost in an item like this. You have a few chips and a bag but don't forget that besides the bag there is a master shipping carton that contains the bags of chips. This is one of the hidden costs that many people overlook.

So think about not only the primary package (the one that is going to be seen at retail) but any other packaging materials that you will require to transport, ship or convey your product to its ultimate destination unbroken, not damaged, not tampered with and arriving in pristine condition.

3. Your package has to sell the product not just protect it.

The average consumer spends just 2.6 second making a decision whether to pick up your product or not. So your packaging better be on target to the right audience with the right message. Just stroll through any retail that merchandises similar products to yours. Overwhelmed by the competition? You Bet!

And that's just the beginning. Who is going to buy your product? Do you know? Are you aware of what language, colors, design and packaging materials that appeals to your target demographic? This can make or break whether your product sells or not. Ask yourself who do I want to buy my product and what packaging attributes will appeal to them?

4. Most packaging materials suppliers require large quantity orders.

It's hard to find a supplier for small quantities. The double edged sword is that you don't have large orders when getting started. The number one question I am asked is how to find a vendor for small quantities. In many cases, this can be a challenge but it is not impossible.

I know you have this exotic design concept on your head that's just going to WOW them at retail. The reality is that in many cases you will have to start with stock packaging items that you can customize. As you get more orders or are able to order in larger quantities you can upgrade your packaging designs.

Don't be discouraged. The stock design world has come a long way with innovative designs and materials. With a little innovation and creativity, you can have that prestige look on a start up pocketbook.

5. Packaging trends and innovations can influence whether your product will ever get onto the stores shelf.

In January of every year, I write a trends piece about where I believe the packaging industry is going for the year. This covers not only the hottest packaging trends and innovations but outside influences that can drive the retail industry. Many influences can be outside of your control. The secret is in knowing what is going to be the "issue" of the future or what might be mandated as a "must have" in your product packaging.

There are external factors that can dramatically change what the consumer wants or demands in their product packaging. What do you know about RFID, product integrity and product security, bio-resins and bio plastics, environmental sustainability, smart or intelligent packaging? If you are like most inventors the answer is not much. But these packaging concerns are the wave of the future. Chances are one or more of these factors will be discussed when your try to get a buyer to commit to carrying your product.

Many requirements mandated but big box retailers such as Wal-Mart and Home Depot drive smaller retailers in the same direction.

I'm not trying to scare or overwhelm you with decisions that you are not prepared to make. I am trying to point out a few of the facts you will need to be aware of and consider in product packaging. The time to address these issues is at the point when you prepare your product for market not at the end when many times it's too late.

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In this commodity era, we have all heard the mantra the customer is king/queen, thanks to omnipresent marketers. Yet it’s up to you to prove it so in practice. With these eight tips you will be a lot closer to proving that you are on top of the packaging industry.

(1) Understand the customer. Today you’ll find that one package is hard to satisfy the needs and requirements of all consumers. With the increasingly heated competition, the marketers go deeper and deeper into numerous niche markets and segments. Those require not only specialized products but also more personalized packaging. So if you are targeting one of such markets, do your research first. What works well for one market segment may not do well for another.

(2) Find out what attributes appeal to the customers you are targeting. For example, for a harried housewife she would shop for your product probably with convenience at the top of the list. Though people over 50 are seeking convenience too, issues like the size of print on the package (due to poor eyesight) and ease of use will top their priority list. Therefore, make sure that your packaging design employs the characteristics that appeal to your target consumers.

(3) Understand how the package will be used. Many things & fads are changing rapidly in our society. Families no longer sit and eat meals with every member at the same time as we used to. And it's not uncommon to serve different meals to different individuals. Package sizes will vary accordingly. In commercial world, people tend to travel a lot, so they would prefer small size packages for easy carrying and dealing with

(4) Know your customers current buying trends. Several years ago we went through the phase when we follow super size for everything. There are still a lot of supersized packages. However, buying trends in general are changing to smaller sizes. Moreover, to package smaller in many cases means more profits. Consumers are willing to pay a premium for convenience and smaller quantity.

(5) Keep abreast of new packaging technologies. Creative new products have the advantage in the marketing world even if they simply put old technology to new application. Metedent once took the world by storm with the duel aperture dispensing mechanism. Recently some new cleaning products are turning back this retro type of dispensing. Finding ways to combine two products into one package can also be quite innovative.

(6) Watch where people shop. There is also shift in store formats, many traditional retailers are phasing out or upgrading to new and innovative store formats. The once low-end convenience stores have now transitioned into boutique stores that provide premium products at premium prices. On the one hand, stores can’t rival against online stores for lower cost. On the other, this evolved from the fast-pacing mindset demonstrated in today's shopping habits. Studies show that consumers no longer make one big trip and stock up a week’s amount but make several trips a week and get just what is needed at the moment.

(7) Security in packaging becomes increasingly important. As more people become concerned about product integrity this will continue to come into focus. Look for new tamper evident and security technology that can be incorporated into your packaging. Many of these devices are becoming more cost-efficient and affordable and will soon become mainstream.

(8 ) External influence of power players. The big box retailers are driving packaging procedures and policies at retail. Mandates from these companies such as RFID tracking are in their infancy. This type of requirement could become mandatory overnight. If you want to do business with companies such as Home Depot and Walmart, you will need to include the design and selection of your packaging materials.

Remember, the customer depends upon you, the manufacture, as a resource. They expect you to keep up with packaging trends and technologies and provide the latest and greatest innovations the industry has to offer.

PacZone offers unique plastic watch boxes, novel candy gift boxes and small cardboard jewelry boxes of high quality!

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Browsing through the shelves at Walmart reinforced one important point that marketers tend to forget: the power of packaging.

Yes, the brand name matters. In the same way that most people will gravitate towards the best-selling authors such as Dan Brown, Danielle Steele or Jodi Picoult, consumers in a supermarket will readily look for big-name brands such as Heinz ketchup, Pantene shampoo or Colgate toothpaste. Yet, if you're in a very cluttered or crowded area such as Walmart (or any hypermarket like Carrefour or Cold Storage), the problem is standing out among the thousands of seemingly identical items.

If the average customer is like me, he/she will quickly scan the shelves and look at items that grab the eye. For example, while browsing aimlessly through the non-fiction sections of the supermarket, I tended to look at books whose covers caught and held my attention through colourful or interesting graphics, or succinct titles that hinted of something fascinating (e.g., "The Fall of Advertising & The Rise of PR" by Al Ries and Laura Ries; "Guns, Germs and Steel" by Jared Diamond). All other books fell to the wayside, with nary a thought given to them. With the countless selection offered by Walmart as well as the limited time I had in the store, I could not be bothered to look at each book one by one and read each of their precis on the back cover. Similar to being at the supermarket as well, when you've got a harried mother of two looking for mayonnaise while being plagued by the constant cries of her child who wants ice cream... now!

Sadly, though, packaging (as well as shelving and visual merchandising) has been largely out of the product mix whenever marketers do their brainstorming. Most of the time, we get bland and generic labels that do nothing to excite a customer's attention and imagination. Even worse, we get packaging labels that aren't even seen by the customers! To quote one recent article by Scott Young and Jonathan Asher, "Consider rounded containers. They look great in the conference room (or when viewed in a focus group) when they face directly forward, but, in-store these containers are often turned off-center, which can greatly compromise their impact and communication. Bagged products can also be a challenge because they are likely to sag or get 'scrunched' on shelf, which can impact quality perceptions and/or make key copy points (claims, variety, etc.) unreadable."

If you still don't believe in the power of good packaging, consider the Japanese who have elevated packaging and gift wrapping into an art form. The food contained inside the beautiful packaging may not always be good (and for non-Japanese speakers such as myself, we may even be clueless as to what is actually inside the package), but we must have that item because it's simply exquisite! Moira Cullen, the senior director for global design at the Hershey company, said it best when she spoke about the packaging employed for food, confections and teas sold in Japan's leading department stores: "On a purely visceral, visual level, I was seduced by these objects. The boxes and pouches and bags were exquisite. Each one was uniquely exceptional. I didn't always know what was inside, but I didn't care. I was so amazed I bought an extra suitcase just for samples. I had to bring them home with me."

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