RETAIL READY PACKAGING: A PRACTICAL ONLINE GUIDE
Step 3: It's just a box, right?
Let’s start by writing a job description for your box. Sound crazy? Stick with us as we explain.
It’s helpful to consider the box’s use and purpose. Your package must work in a hostile work environment, it must hold up against varying temperatures, and it must carry up to 10x its body weight. Other useful skills for RRPs include its ability to display, ease of storage, stocking speed, and brand messaging.
This seems like a trivial exercise but you will rarely hear praise about your package design from the retailer or end user. It is more likely that you will hear about a box if it is not performing as expected. This may mean the package is not palletizing effectively, or that it is displaying poorly on shelves due to rips and tears.
Traditionally a box is asked to do the following - distribution navigation, product protection, storage and on-shelf directions, end-use information, and more. With RRPs, we’re asking the package to do its original job of getting the product from the manufacturer to the retail store but also add on an extra 50 feet so the product and package can go from backroom to the shelf on its own.