When it comes to launching a new product, the container that that product comes in can be as important as the product itself. A bottle does much more than just hold the product. Some of the benefits of choosing the correct bottle include introducing the product to consumers, providing convenience to the consumer and distinguishing a product from similar items.
Choosing a bottle is a way to introduce possible customers to your product every time they walk past it on the shelf. The bottle, combined with the label or other decoration, will draw attention to your product as it sits on the shelf, providing information as well as visual stimulation and aesthetic value. But the look of the product is not the only reason to choose a bottle wisely when launching a product!
Consumers, in addition to looking for a product they value, are also often looking for a package that is convenient. For example, most people looking for a bottle of water to drink in their car would not want a gallon sized glass jug, they want the convenient, easy to carry and store, 16 ounce plastic bottle. So packagers must take in to account size, shape and other factors to ensure that consumers not only enjoy the product, but using or consuming the product is also convenient.
Of course, in certain industries, certain bottles have become the norm. Beverages, like the bottled water noted above, are most commonly sold in 16 ounce plastic bottles. So choosing a bottle can entail balancing competing interests – the desire to stand out with the customer expectations. While these two interests may be two of the most important, there are a number of other factors to consider as well.
Choosing an expensive bottle means the cost per item will go up, likely leading to a higher price for the finished product when it hits the shelf. Using a unique bottle, from size to shape to bottle opening, can also increase the cost of packaging a product, whether using manual labor or in purchasing custom packaging machinery to fill, cap and label the product. Packaging machinery can be modified to handle unique containers, but custom engineering and manufacturing can also increase the final price of the product!
While choosing a bottle or container can be a fun part of launching a new product, understanding the consequences of the bottle that is chosen can go a long way toward making the product more attractive to potential consumers, a part of the packaging process that can be lost on people new to the packaging industry. Balancing all of the factors to best suit a specific project and product can be a daunting task. Liquid Packaging Solutions’ Packaging Specialists can always help answer questions regarding how a certain bottle will interact with packaging machinery based on decades of experience handling bottles both standard and custom.
Original source: Liquid Packaging Solutions