Regular readers of this blog know I love old movies quotes. In this case, I am going back to 1973 and one of my favorite Clint Eastwood movies, Magnum Force. In it Clint plays detective Harry Callahan who cautions people to not exceed their capabilities. “A man’s got to know his limitations” he warns bad guys, usually after they commit an error in judgement.
Graphic versus structural Designs
We tend to work with many new companies, and quite often the person leading the project has great knowledge in the areas of marketing and sourcing, as well as product and graphic design, but minimal packaging structural design experience. Their focus is usually on graphic design, and structural design is usually “assumed” and not considered all that important. This is often the result of people not understanding the important role structural design plays in the end result.
Allow us to explain the difference and how each can impact the cost and how effective your new packaging is.
Graphic design is mostly about how your box looks. 
Where printing is located, what fonts can be used, as well as how small or large artistic elements are. Things like where is the logo located and how large it should be. Should recycling logos and/or eco messages be included? If so how large and what panel.
Color is probably the greatest concern in terms of how many PMS colors should be incorporated into the design, where each color is located, and of course whether the shipping container will be printed inside, and/or outside. We admit we are not graphic artists however we can connect you to some really good ones who know packaging. After having printed millions of boxes annually, we also have a fairly good idea of what works and doesn’t work. For example, almost no shade of green or yellow look good on a kraft color box. However, dark blue, black and even dark brown look great on natural kraft.
Structural design is mostly about the way a box works. 
Deciding where and what type of cuts (trim) and scores (folds) are made, determine much more than box dimensions. They can also assist the packer, reducing labor and shipping errors, as well creating a more effective, attractive unboxing experience.
Our job is also to help guide you through the maze of board grades, and flute types, such as E-flute, B-flute, and many different double wall combinations. There is also a wide range to box design types such as RSC, HSC, FOL, front overlap die cut mailers, or designs that incorporate multiple layers of board for added strength such as the often used “Indestructo” design, often used for shipping very heavy or fragile products.
These include design features such as peel and stick closure, perf score opening and a wide variety of inserts that can be incorporated into the box design (example, built in partitions) or as separate pieces that can protect and present a variety of different products and combinations. For simple applications, a wide range of partitions and dividers designed to minimize product to product, internal damage.
The objectives and benefits of good structural design include:
- Lower cost through material reduction
- Increased product protection internally and externally
- Lower e-commerce dimensional weight shipping cost
- Enhanced product presentation with immobilizing product inserts
- Fewer shipping errors with “everything in its place” design.
- Tamper evident closure for added security
Keep in mind, it is never about us knowing more than you, our only advantage is probably hundreds of similar applications. It is about choosing and trusting a company with decades of experience, to save you time and money.
Call us at 630-551-1700 or contact us through this link. We would love to discuss your unique needs and application. Do you need a good graphic designer? Absolutely! However, you may need a good structural designer even more because we can save you thousands of dollars while helping you deliver a more effective and attractive package to your e-commerce customers.
Related posts:
https://www.salazarpackaging.com/the-firm-code-for-packaging-design/
https://www.salazarpackaging.com/4-pillars-of-our-custom-packaging-success/
https://www.salazarpackaging.com/how-to-ship-a-less-expensive-greener-box-to-your-customers/
http://www.salazarpackaging.com/four-cost-saving-packaging-tips-from-the-experts/