Packaging your pack

A lot goes in getting your packaging right, perfect and it is indeed such an elated feeling to see your creation in its full glory. The issue comes in when what we see in our Studio or the 'Factory outgoing' is not what we see in the stores or the sales counter. We do pay a lot of attention to get the primary pack right and in the process often miss out or sub optimise the secondary packaging that ultimately carries your wonderful creation to the consumer.
It is not uncommon to walk pass a store and see some great brands having scratches on the pack , or some seems bursting open or some glue flaps opening out or some rich colours which do not look so rich. What is going wrong and what are we doing to ensure that this problem does not perpetuate.
We need to ensure that the right materials are used for packing, with the appropriate specifications, required strength and proper arrangement in the master shipper. Due tests need to be performed before a material is firmed up for the secondary packaging, can it bear the weight to be carried , can it last through the transportation journey, can it reach the intended destination in the same glory as we saw it when it left our premises.
Very often the maximum cost cutting happens on the secondary packaging as by the time the primary packaging is done and ready, one has already exhausted the budgets and time. Thus we rush in with what is available or easily sourced. In the process not realising that all the spends on the primary packaging will bring fruit only and only if the consumer sees it is in its perfect form.
The other major concern comes in when the ugly marks , scuffed surface, scratches or open seams lead to a negative product perception and loss of Brand imagery.
Right from the brief stage, one must keep in sight the secondary packaging, keep the due time for planning and sourcing and set in all the required parameters that need to be adhered to in the chain from the factory to the sale point. Not following this principle may result in unbounded creative expression, accolades, successful launches but perhaps depleting consumers.
Lets package our pack well, before we have no consumers for our Brand.