Packaging & Product Developement, Earlier Is Better

“Waiting for the launch stage to consider packaging is too late”

Your package is the client’s/end user’s first concrete interaction with your product. It is the moment where the cumulative messaging and marketing efforts are judged. It is the first opportunity to create trust.  Is the package in alignment with your prior messaging; does it communicate the virtues extolled in the advertising campaign?

With such an opportunity to earn trust and create a connection with the end user, it makes sense to think about packaging early in the product development process.  While this consideration may not be necessary in the ideation or scoping stages, there is room for package design and development in the business case and development stages.

According to Robert G. Cooper’s book Winning At New Products, the summary of activities within business case stage are:

• User needs and wants study
• Competitive analysis
• Market analysis
• Detailed technical assessment
• Concept testing
• Financial/business analysis
• Plans of action

Package development, design and process definition has implications in concept testing and financial/business analysis activities taking place within the business case analysis.

Understanding how the package will look and feel and how the end user will interact with the package enables a more robust concept testing opportunity with end users.  The package design is demonstrated as a complete product prototype.

Once the package design is known, the packaging process is developed.  The packaging process has an effect on the financial/business analysis activity.  For example, if the package requires ultrasonic sealing or blister pack, the organization needs to conduct research to understand whether or not the process fits within core competencies and the investment costs of packaging equipment.  This information, along with the processing costs, is incorporated into the business analysis for a more accurate manufacturing cost model.

Integrating packaging strategies earlier in the product development process has advantages from both branding/marketing and cost perspectives, allowing you to build a more accurate business case for your product.