What are the most common mistakes when selecting and testing packaging materials?

1 Not considering the end-user

One of the biggest mistakes is to design packaging materials without considering the needs, preferences, and expectations of the end-user. For example, if your product is fragile, heavy, or sensitive to temperature, you need to ensure that your packaging materials can withstand the handling, transportation, and storage conditions. If your product is meant for a specific market segment, you need to align your packaging materials with their aesthetic, functional, and environmental values. You can avoid this mistake by conducting user research, testing prototypes, and getting feedback from potential customers.

2 Not complying with regulations

Another common mistake is to overlook the legal and ethical requirements that apply to your packaging materials. For example, if your product is food, pharmaceutical, or cosmetic, you need to comply with the safety, labeling, and quality standards of the relevant authorities. If your product is sold in different countries, you need to adapt your packaging materials to the local regulations and customs. If your product is eco-friendly, you need to use packaging materials that are recyclable, biodegradable, or reusable. You can avoid this mistake by consulting experts, conducting audits, and obtaining certifications.

4 Not testing the shelf life

A fourth common mistake is to assume that your packaging materials will maintain their properties and performance over time. For example, if your product is perishable, sensitive, or reactive, you need to test how your packaging materials will affect its shelf life. If your product is exposed to light, heat, moisture, or oxygen, you need to test how your packaging materials will resist these factors. If your product is stored in different environments, you need to test how your packaging materials will adapt to these conditions. You can avoid this mistake by conducting accelerated aging tests, stability tests, and compatibility tests.

5 Not testing the functionality

A fifth common mistake is to neglect the functionality and usability of your packaging materials. For example, if your product is complex, delicate, or modular, you need to test how your packaging materials will facilitate its assembly, installation, or operation. If your product is consumable, refillable, or reusable, you need to test how your packaging materials will enable its opening, closing, dispensing, or storing. If your product is interactive, informative, or innovative, you need to test how your packaging materials will enhance its features, benefits, or value proposition. You can avoid this mistake by conducting functionality tests, usability tests, and user experience tests.

6 Not testing the appeal

A sixth common mistake is to disregard the appeal and perception of your packaging materials. For example, if your product is competitive, distinctive, or premium, you need to test how your packaging materials will convey its brand identity, positioning, and message. If your product is emotional, social, or cultural, you need to test how your packaging materials will evoke its personality, story, or meaning. If your product is trendy, seasonal, or limited, you need to test how your packaging materials will attract its target audience, create a buzz, or generate a demand. You can avoid this mistake by conducting appeal tests, perception tests, and preference tests.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?