They say that the first impression is the one that counts and nothing is closer to the truth when choosing a product at a store or supermarket where often one doesn’t see beyond the package.

In addition to contributing to its presentation, choosing the right container and packaging can improve competitiveness and increase sales; this is crucial for logistical efficiency by reducing transportation and warehouse costs.

Containers understood as marketing elements can be a differentiating factor in the market, which will lead to successful sales. According to a recent study conducted by Expopack Guadalajara 2015, 76% of purchase decisions regarding everyday consumer products are made at the supermarket. However, brands in general squander the powerful opportunity of persuasion represented by shelf display.

Due to their functional nature, containers and packages should facilitate the process of supplying, packing, handling, storing and transporting goods. From a technical perspective, proper packaging must ensure that the product will reach its destination to the final consumer without a problem. This is why it should be designed based on its materials and how these will be affected by transportation, climate, humidity or handling conditions.

The size or cubic capacity should be geared towards optimizing space during transportation and storage. For instance, occupying only 70% of the pallet area will result in significant loss of transportation efficiency. You should take into account the transportation means that will be used, the distance that it will travel, where it will be stored, marketed, etc. Many times the client’s warehouse determines the packaging design.

Below we share some aspects to keep in mind when designing packages, from the specialized magazine Envapack:

1. Adequate materials: consider the state of the product and its physical and chemical requirements so that it won’t be affected. The material or container must provide sufficient protection against environmental elements that may cause alterations. Preserve the product in proper condition for its shelf life.
2. Aesthetics and graphics: the packaging or container must be consistent in form, size and color to pull in buyers and repeat buyers. Not only the color but also the typeface and the images selected must be harmonic to make the product attractive to the target segment. The typeface must convey the product’s benefits and comply with national and international legal specification aspects. All this without losing sight of consumer convenience.
3. Originality, availability and costs: it is extremely important for the product package to show that it is original, completely new and that it hasn’t been opened. Materials and containers should be easily obtained in the market in a timely and continuous manner and at a fair cost to generate good added value.

From an academic standpoint, the Valencian Institute of Business Competitiveness recommends drafting a container design brief addressing the following aspects: product target market, consumer demands, product requirements, and production, storage, transportation and distribution conditions.