To a product manufacturer the carton is an economical and easy-to-asseble container; a means of assuring that the product reaches the consumer in the same condition it left the factory; a medium for brand identification and promotional copy; and an attention getter.

The distributor and retailer view the carton as a device that makes shipping and storage easier; facilitates inventory control and stock handling; permits the product to sell itself; and provides space for pricing information.

Finally, the consumer regards the carton as a source of product information; an assurance that the product is in good condition; a means of identifying the manufacturer or brand; a device which makes the product easier to handle; a storage container; and a disposable convenience.

If properly designed, the folding carton can be all this and more. However, good carton design requires careful consideration of a multitude of variables.

In order to assure a satisfactory solution to any given packaging problem, both the designer and the user should have a clearly defined idea of just what a folding carton can be expected to do and the characteristics needed to meet these criteria in terms of a particular product.

Generally, a folding carton should fulfill the following requirements if it is to function with maximum efficiency.

It must be a container. The carton must be an appropriate size – large enough to easily accommodate the product, yet small enough to prevent excess movement. It must also be strong enough to hold the product and be closed in such a way that none of the contents are lost or dissipated.

It must be precisely made. Modern, high-speed packaging equipment permits little variance in size or shape. Therefore, close tolerances must be maintained throughout the manufacturing process. A well –engineered carton must be capable of being easily and quickly assembled and filled either manually or by machine.

It must be a protective device. No matter how long or elaborate the distribution chain, the carton must be capable of protecting the product form all hazards which are likely to be encountered between the manufacturer and final consumer. Adequate protective qualities can be incorporated into a carton if the designer is fully aware of possible hazards likely to damage or destroy the product.

It must attract attention. In most retail outlets, products are expected to sell themselves. To do that, the carton must be able to attract the consumer’s attention and quickly communicate the manufacturer’s message. Competition for shelf space is intense so the carton must be designed to make a strong initial impact and quickly build consumer recognition.

The Right Package Design

Developing just the right carton for a particular product can never be considered a simple task; but it can be made a lot easier by learning everything there is to know about the product, the consumer is serves and the way it will be distributed. Before any actual design work begins, the designer and the product manufacturer’s representative should develop a comprehensive profile on each of these important factors.

Product Profile

This inventory of product benefits, the physical attributes, peculiarities and other pertinent information should include:

• The exact dimensions of the product
• Physical characteristics and makeup
• Product uses and benefits
• Competitive position
• Susceptibility to spoilage, breakage and other hazards
• Weight
• Appearance
• Manner in which the product is used
• Shelf life or limitations
• Should the carton serve as a product dispenser
• Any product information which must appear on the package to meet legal requirements
• Universal Product Code symbol
• Product identity
• Most important product advantage
• Trade mark and brand name information

Distribution Profile

Distribution cycles vary greatly among products. Even products which directly compete with one another often have radically different distribution channels. It is very important to know exactly what problems and obstacles are likely to be encountered in the product distribution cycle, so the following information should be acquired and analyzed.

• Will the carton be set up and filled mechanically, by hand or a combination of both?
• How, when, where and in what quantities will the product be sold?
• Is the product likely to be frozen or refrigerated anywhere in the distribution cycle?
• How long and under what conditions will it be stored before reaching the consumer?
• What hazards is the product likely to encounter in its distribution chain?
• How many intermediaries are likely t handle the carton before it reaches the ultimate consumer?
• What types of transportation will be used to ship it?
• Will it be marketed in other countries?
• Will the carton be required to continue protecting the product after it is initially opened?
• Are there any unusual problems affecting disposal of the carton after it has served its purpose?

Consumer Profile

An understanding of the prospective consumer’s motivations, likes, dislikes, self-image and other factors which will affect the selection process is essential to an effective design solution. It is wise to accumulate as much data as possible on the following factors:

• What demographic group is most likely to be the primary market for the product?
• What is the age, sex and education of the target consumer?
• Is the consumer already familiar with the product or is it new on the market?
• What physical and/or psychological needs will the product satisfy?
• What image is the manufacturer attempting to convey?
• What product attribute is the target consumer most interested in: price, quality, safety or other?
• What information is most likely to spark the decision to buy?
• How intense is the competition and what does their packaging look like?
• What supporting promotion is planned?
• Are there any negative feelings about the product which must be overcome?
• Is the consumer likely to be influenced by sales boosters built into carton such as cutouts, coupons, recipes?

These checklists are far from being all-inclusive but should provide a fairly accurate picture of the comprehensive planning and analysis that goes into the design and execution of a good packaging concept.

Choosing A Caron That Works

Once all factors which will have an effect on the product and its carton have been carefully analyzed, the designer is ready to begin the actual creative work.
While the variety of styles used in constructing a folded carton are, to a great extent, limited only by human ingenuity, the designer does have a responsibility to accomplish the task in the most sensible and economic way possible. Therefore, the wide array of standard styles and types of cartons should be explored with an eye toward possible modification. Of course, if the product marketing plan requires a dramatic, new type of packaging, most carton manufacturers are well equipped to meet the challenge.