Well packed is half shelved


The importance of good packing has increased in the last few years and continues to do so. Online retail keeps growing at breakneck speed, and the improvements in logistics are also evident on the shelves and in the back rooms of brick-and-mortar stores

“If you encounter damaged packaging during shelving, it’s clear that corners have been cut in the wrong place. After all, the most important role of packaging is to protect the product from the wear and tear of transport and storage,” says Seija Hiltunen, Sales Manager, Brand ID. 

“If underpacking is expensive, so is overpacking: the space in all packages must be used efficiently, and you really don’t want to be transporting air. With a high number of items, it is a question of grammes, with the price of each extra cm3 and gramme increasing year by year. In addition to logistics, changes in packaging are due to increased environmental awareness,” says Hiltunen.

“What in the past was wrapped in bubble wrap is now fitted inside a bespoke cardboard sleeve. The role of plastic in all packaging is on the decline, and many have already replaced PCV tape with paper tape, for example.”

Packaging sells the product

The role of packaging is hugely important both for the customer and at the marketing level. Impressive packaging looks more interesting on the shelf, and the ability to shelve products easily is a big factor in the daily life of stores.

“As an example, all parties have found the different solutions that enable sales batch boxes to be easily opened or torn open highly practical, both during transport and shelving,” says Hiltunen.

Then there is printing on the side of a package, which makes life easier for warehouse and shelving staff alike. In other words, even if you use the standard brown box for transport and handling, it always pays off to use your own printing, tape or sticker. According to Seija, you should always request a quote for a printed box because even a pricey looking package may not actually be that expensive and larger batches are subject to significant bulk discounts. It’s good to remember that it is the packaging that makes the first impression for the product.

New innovations and improving the old

According to Hiltunen, it is always great to work with a company to improve the visibility of its products and make them stand out. As part of the chain, Brand ID brings a competitive advantage for the product as well as the company.

“It’s a promise of a competitive edge: something that others lack,” says Hiltunen.

Besides new products, another premise for cooperation is that the old packaging was poor and it could not endure the handling it was subjected to either at the manufacturer’s or the central firm’s warehouse, for example. A packaging designer’s skills are put to a real test if the size of the product changes but the packaging should not change. Whatever the premise, a seasoned pro can help.

“Cost-effectiveness and speed are part of the salesperson and structural designer’s know-how and service. What’s most important is that the customer always gets what they need. That is sustainable for everyone.”

Printed boxes and product packaging

  • The packaging is the first impression of the product
  • Prints make work easier in the warehouse and between shelves
  • A convenient way to maintain the brand’s value and visibility
  • Product packaging is designed according to the need