Table of Contents

Target 
Market

Product

Position

Price

Promotion

Place

Packaging

Beta 
Testing

Customer
Relationships
 

Packaging is the container that holds the product.

What's On This Page

Types of Packaging

Role of Packaging

Importance of Packaging

Software Packaging Design

Types of Packaging

• Primary packaging is the material the first envelops the product and holds it.

• Secondary packaging is outside the primary packaging – perhaps used to group primary packages together.

• Tertiary packaging is used for bulk shipping.

• The role of packaging is containment, protection, safety, and display.

• If you are selling your product through retail stores, you are trying to use your packaging to :

Catch the browsers attention

Create desire

Inspire confidence

• Software packaging is important, but you need to determine how critical it is based on your distribution method. 

• The packaging is a type of advertisement – even if it goes through mail order to the customer directly. It will sit on the customer’s shelf for peers to see. These peers are potential customers – and most likely they will have the same needs as the person who already made the purchase. 

• The package becomes even more critical if you plan to distribute your product through resellers and it will sit on a shelf in a store. There is a lot of competition for the customer’s attention. If you plan to do this, it is probably best to get a graphic designer to help you.

• Use descriptive titles for the product - not necessarily creative. Many people go into a retail store looking for software to perform a function, but don't necessarily have a specific product in mind. You need to communicate your function and benefits to them quickly and effectively.

• Graphics and slogans on the package should reflect the functionality of the software.

• Screen shots usually work better on the back of the box than on the front. The back of the box should reflect the output of the software, rather than simply what the screen looks like. What is the end product of your software?

• Avoid back cover technical jargon except for declaring hardware requirements.

• Resellers are a good source of information for good packaging design. Ask for a reseller's input on a design.

• Stickers on a package work very well for attracting attention. In addition, you can use them to your advantage. Printing small production batches of a package will usually cost more than doing larger run. If you can create a basic software box and use stickers for differentiating editions, versions, or promotions, you can save money.

• Include testimonial from existing customers or beta testers. This will inspire confidence.

• Include a sales brochure in your packaging for the customer to pass on to their colleagues.