Don't spend too much on your packaging because it won't be competing against one hundred other packages on the shelf of Wal-Mart or Best Buy. UV coatings, foil stamping, embossing, and other high cost packing enhancers are not needed.
Don't spend too little on your packaging because it still needs to reflect the quality and value of the product inside. You can use one, two, or four color printing to enhance the package. Do make sure your packaging is sturdy enough to make it through the mail.
Make sure the package is crush proof. Some boxes require an inner structure made of cardboard, foam, or vacuum form plastic to keep them from crushing.
Test your packaging by sending five packages to a few people you know in different parts of the country or, for products that ship internationally, in the world. Have them send the products back to you. How did the packaging hold up? Does it still look good? Is it something you would feel good about receiving for yourself? Did the outer packaging protect the product? If there is any crushing, bad tearing, or product damage; rework your design and test again.
Don't spend too little, don't spend too much, test thoroughly, and your packaging will be just right.
Philip Busk has been in the software packaging and printing business for the last decade. You can find out more about packaging solutions at CD Packaging Solutions.
