How Logistics And Packaging Support The Business
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Have you ever wondered what is the role of packaging in business?
While many companies see packaging as a means to protect the product, it actually serves a much more complex purpose. It’s an essential part of the product itself, as well as an element of the distribution chain. Therefore, to maximize the effectiveness of packaging in all of these fields, a company needs to understand the links between them. In this article, we focus on one particular aspect – the interdependence of logistics and packaging.
Packaging and logistics – their place in business
Lots of companies look up to Amazon. The distribution built by Jeff Bezos’ giant is an incredible logistics giant – a top-notch example of a multinational company built in a conscientious way.
However, where Amazon doesn’t provide the best example, is packaging. The plain cardboard boxes, often too big in comparison with what they protect, as well as excessive use of plastic is truly discouraging. You can see that in their customers’ reactions on Twitter – below are some of them.
The issue with many companies is that their packaging is taken for granted as a protection layer for the product. It plays such role, but it’s also an incredibly important touchpoint for the customer with the brand. A touchpoint which secures the brand’s image in the customer’s perspective. Furthermore, it’s an opportunity for the brand to turn the opening of their package into a whole experience.
From the logistics point of view, packaging indeed needs to be this layer of protection. Simply because some designs – although they look great – are a headache for the logistics team. Unusual shapes or sharp edges can cause more trouble during shipping than actually boosting the sales or raising brand awareness, once they reach the client.
How to find the point of ideal intersection between packaging and logistics?
Packaging should be looked at from many perspectives. While designers will think only creatively about it, marketers will look for conversion. What about the logistics specialists? Most likely, they will represent the most practical approach.
There is a need to consider the expectations from a packaging design. In some cases, a meeting point of all of the stakeholders can be a cardboard box. Natural carton is durable, light, but also provides fantastic branding opportunities.
A common function of packaging and logistics relates to the experience that a customer will have with the product. “How come?” you might ask.
Well, consider a company, which delivers its products in cardboard boxes in the entire European Union. It operates in many countries and this fact may cause delays as the company grows. Moreover, any issues with the packaging may affect the perception of the brand. Worst case scenario, you lose a client.
Therefore, logistics and packaging share a common objective – providing best experience possible.
What are the best practices in packaging design?
Getting the right packaging is not easy-peasy as it may seem. It’s actually a challenging task. But don’t worry – there is a few tips worth bearing in mind.
Know what’s the main purpose of your box.
Do you send your boxes all over the world, so they travel for days, if not weeks?
If the answer is yes, then you should really make sure your packaging is extremely durable. See an example of Happy Socks – a brand, which uses an entire set of packaging solutions. When their product needs to travel thousands of kilometers, a cardboard box is placed inside a poly mailer, made from a waterproof, strong material.
Be sure to brand it correctly.
Raising brand awareness is extremely important. Many companies benefit from investing in their box design, especially in eCommerce. The fierce competition requires seeking new solutions and new ways of getting the word out. One way can be by a beautifully designed box. It can be shared on social media, it can be used as a case study – the opportunities are endless.
Look for simplicity.
While designing your packages, less is definitely more.
One of the most common mistakes made in the packaging design is overdoing it.
Logistics and packaging are two intertwining topics. When designing your packaging, make sure to keep the distribution chain in your mind. In the end, your astonishing packaging needs to be delivered safely and on-time to make the best first impression.