You’re launching a new product. How can you make sure it’s a hit with your target audience?

1 Know your product

The first step is to understand the characteristics and requirements of your product. What is its shelf life, moisture content, pH, and temperature range? How sensitive is it to light, oxygen, or microbial contamination? What are the nutritional and sensory attributes that you want to preserve? These factors will help you narrow down the options for suitable packaging materials that can protect your product from deterioration and damage.

2 Know your packaging materials

The second step is to explore the different types of packaging materials available and their properties. You can choose from various materials, such as glass, metal, paper, plastic, or biodegradable alternatives, or combine them into multilayer structures. Each material has its advantages and disadvantages in terms of barrier, mechanical, optical, and environmental properties. You also need to consider the cost, availability, and compatibility of the materials with your product and processing equipment.

3 Test your packaging materials

The third step is to test the performance of your packaging materials under different conditions. You can use laboratory methods, such as permeability tests, tensile tests, colorimetric tests, or biodegradation tests, to measure the properties of the materials. You can also use accelerated shelf life tests, where you expose your product-packaging system to high temperature, humidity, or light, to simulate the effects of storage and distribution. These tests will help you evaluate the quality and safety of your product over time and identify any potential issues or improvements.

4 Communicate your packaging materials

The fourth step is to communicate the benefits of your packaging materials to your target audience. You can use the packaging design, label, and marketing materials to convey the value proposition of your product-packaging system. For example, you can highlight the functional, aesthetic, or environmental aspects of your packaging materials, such as freshness, convenience, transparency, or recyclability. You can also use sensory cues, such as color, shape, or texture, to influence the perception and preference of your customers.

5 Get feedback on your packaging materials

The fifth step is to get feedback on your packaging materials from your target audience. You can use different methods, such as surveys, focus groups, interviews, or online reviews, to collect data on the satisfaction, expectations, and opinions of your customers. You can also use sensory analysis, such as hedonic or descriptive tests, to measure the liking, acceptance, or preference of your customers for your product-packaging system. These methods will help you understand the needs and wants of your customers and adjust your packaging materials accordingly.

6 Optimize your packaging materials

The sixth step is to optimize your packaging materials based on the feedback and data you collected. You can use different tools, such as design of experiments, life cycle assessment, or cost-benefit analysis, to compare and optimize the performance, sustainability, and profitability of your packaging materials. You can also use innovation, such as smart or active packaging, to enhance the functionality, appeal, or differentiation of your packaging materials. These tools will help you create the best packaging materials for your product and your target audience.

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?