1. Ten Crucial Questions Creating a Product Package: Ten Crucial Questions Laura Bergells, Maniactive

2. Ten Crucial Questions Packaging Objectives Product packaging objectives must describe the –structural –marketing –design –manufacturing requirements that need to be fulfilled for the life cycle of the package. Consider the following ten questions as specifically as possible.

3. Ten Crucial Questions 1: Know Your Codes What is the Standard Industrial Classification (SIC) or Universal Product Code (UPC)? Specific code numbers may be necessary if regulations need to be checked for packaging requirements.

4. Ten Crucial Questions 2: Form What is the form of the product? –solid –liquid –semi-liquid –gas –powder –grain –pellet –or other form? Is it a complete unit or does it have multiple parts, accessories or assembly parts? Does it have weaknesses that require protection? Can it support weight? How much?

5. Ten Crucial Questions 3: Quantity What number of units need to be in the package? Is this a fixed number regardless of dimensions, packaging problems, or economies that might be effected by changing the number? How many packages will be needed? Does the volume, the value of the product, or the difficulty of the packaging task warrant an extensive creative effort, testing, and the possibility of changes in the packaging line or equipment? What is the budget per package and total budget for package design, manufacture and shipping/distribution?

6. Ten Crucial Questions 4: Enclosures Are there any enclosures such as: –assembly instructions –parts lists –warranties –guarantees –coupons –display elements –desiccants –ice

7. Ten Crucial Questions 5: Dimensions What are the dimensions, mass and weight of the product and the enclosures? If there are multiple units, calculate the dimensions and center of gravity for each unit, as well as for each possible arrangement.

8. Ten Crucial Questions 6: Physical Characteristics What are the physical characteristics of the product? Is it a hazardous material? Sharp? Fragile? Is it affected by exterior conditions such as: –moisture –temperature –vibration –altitude –shock –static Is it compressible? How much? Could it leak or sift out of a package, or shift or settle within it? Is it perishable? Must it be insulated or ventilated?

9. Ten Crucial Questions 7: Marketing What are the marketing directives for packaging? Does the package need to grab buyer attention? Does it need to meet a company/client marketing or distribution standard? Does the design of the package need to convey a sense of quality or value?

10. Ten Crucial Questions 8: Purpose What is the purpose of the package? Is it an inner container, a shipping container, a master container, a display shipper, or a display? Who is the customer for the product in the package (individual, institutional, OEM, etc.)?

11. Ten Crucial Questions 9: Transport How will the package be transported? –By ocean freight –rail –truckload –less-than-truckload –air –space shuttle –small package

12. Ten Crucial Questions 10: Life Cycle What are the stages in the life cycle of the package, and what needs flow from each stage? Is the package user's primary concern the movement from packing line to a customer who will unpack it, or will there be intermediate distributors and warehouses? Will the shipping container serve a sales function? Will the box be visible at the point of sale, alone or as part of a mass display? If so, can structural design enhance its appeal? Is package disposal or recycling a concern?

13. Ten Crucial Questions About the Speaker Laura has over 14 years’ experience in corporate communication and marketing for major corporations. As an internet marketing consultant, she plans and executes internet marketing strategies for over 50 firms. Laura's recent internet marketing & technology related articles have been featured in international magazines. Her writing and research serves as the knowledge base for the Inc.com and Small Business Association sponsored site for Internet Advertising and Marketing. Laura granted Sybex Computer Books rights to distribute her work "PowerPoint Presentations and Templates" on the CD- ROM accompanying their book Mastering Office 2000 Premium Edition by Gini Courter and Annette Marquis.