Primary Packaging and Secondary Packaging
Primary packaging is the last piece of packaging between your product and the end user. It is always meant to remain on the product until the end user obtains the product. It is usually not removed until the product is unboxed by the end-user or consumer. Secondary packaging is the packaging that holds together the individual products in a shipping box while in transit to a retail store or distribution center. An example would be a box holding several other small boxes of items like light bulbs or boxes of candy. It serves as a means to deliver mass quantities of the product to the point of sale or the end user.
When considering designing primary packaging or secondary packaging for a retail product or an eCommerce product, or developing custom primary packaging for a new product launch, there are some essential steps to keep in mind to ensure the packaging performs as expected and without issue, including claims or damage. At Ashtonne Packaging, we specialize in creating custom-designed primary packaging and secondary packaging for your unique products.
Here are 10 steps we follow to ensure your custom primary packaging and custom secondary packaging will allow you to grow your sales and profits while minimizing labor and waste:
- What is the value of the product?
- It is critical to eliminate damage and ensure product safety. Returns on products of any value can more than offset any projected profits, as well as damage your company's reputation. However, be more conservative when designing your creative primary packaging for products of higher cost value.
- What is the supply chain and distribution cycle of this product? How long might this sit in a warehouse? Under what conditions?
- The custom primary packaging and secondary packaging design must take into consideration how high it is stacked, the humidity conditions of where it is stored, the amount of time it will sit, and how the custom product packaging is handled.
- Knowing the specific supply Chain is critical to the success of the design of custom primary packaging, especially if it will be a B2C transaction through e-commerce.
- Will it be shipped on a pallet or a single unit via UPS, FedEx, etc.?
- Will there be a pallet overhang? If so, can an alternative pallet be used or a different pallet pattern is chosen that would protect the goods from the risk of a forklift or transit damage?
- What is the weight of the product?
- All designs must follow weight guidelines to ensure proper shipping compliance with burst and ECT certificates to help eliminate damage and liability. You have a great product, so make sure it looks great when it arrives!
- What is the proper quantity of products that should be packed into your secondary packaging?
- Should the shipping box be designed for one product or many of your products? What is the proper balance of fit, cost, and protection?
- Are there similar SKUs after this item to take into consideration for this product package?
- Is this product replacing a current item, and can you use that primary packaging or secondary packaging, if already been developed?
- Do your customers buy in bundles?
- Are there any budget /cost constraints for your primary packaging and your secondary packaging?
- Does your customer have any specific requirements or expectations when it arrives?
- If you design to your customer's specifications, they won’t be disappointed, surprised, or have cause for rejection when they receive it.
- How will it be handled/distributed/ merchandised/sold by your customer?
- How will the primary packaging, if a carton, be sealed? Tape, glue, etc? How about the secondary packaging and what requirements will that need?
- Does your primary packaging and /or your secondary packaging supplier have the capabilities and materials to oversee the manufacturing of the product packaging?
- Will your supplier be able to control or manage the process?
- If your design calls out specific materials, check if your supplier carries them routinely, and what alternatives they might have in the event of a stock out. Don't let material options, or lack thereof, limit the design alternatives for your primary or secondary packaging.
- If your primary packaging is a custom corrugated shipping box, will it run on automated equipment?
- If so, the packaging design must take into consideration the equipment specifications. Consult the equipment manufacturer when designing the packaging.
- How important is it that your primary packaging, and/or your secondary packaging, is eco-friendly and sustainable?
- Not all suppliers carry recycled materials, so check with them as to what materials they offer
- Your customer may have requirements on “green initiatives” and the percentage of recycled material that needs to be addressed.
Although not all of these steps are needed to design your primary and secondary packaging, this guide will help ensure your product will arrive to your customer with the least amount of damage, and usually, the least amount of cost. Custom-designed, creative primary and secondary packaging solutions, are what we do at Ashtonne Packaging! Click here to receive a bonus eBook on how to choose the right packaging supplier for your company!
Contact Ashtonne for Custom Primary packaging and secondary packaging
If you are a new, small, or large business, ready to make a decision on your product packaging, and it's important for you to get it right, contact us today! We're ready to help your new, existing, or small business product packaging take off!
If you aren't ready to make a decision and want more information, please visit the Ashtonne website to learn more about how we take care of customers, call us at 877-522-6937, or follow us by getting our blogs and e-Newsletter.
Bill Madl
Consultant, coach, and training expert for the packaging industry for over 50 years