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Step 5: Manufacture Your Idea into a Product 99

You should also go into relevant stores and see what type of
display fixtures they use. Notice if everything stands upright on the
shelves, or in small boxes or bins, or on peg hooks. If you want to
sell to Williams Sonoma or Bed, Bath &: Beyond, for example, you
need to tailor your packaging accordingly. It needs to be functional,
yet fit in with the store's overall look and theme.

Make a Decision

Do your research from the Biz Brainstorm: Packaging Ideas, and
make several packaging mockups before finalizing your decision.
The more packaging companies you speak with, the better idea you
will have about how to best package your product. Utilize their
in-house art departments as much as possible. Ask for drawings or
mockups-though you will most likely have to pay a fee, it's worth
it to get a working sample. Graphic designers (more on them next)
are usually pretty savvy about packaging materials as well and can
be very helpful with suggestions. Have friends and family choose
from a few options and have them explain why they preferred one
over another.

Ultimately, your graphic artist and packaging company should
work together with you to come to a decision based on your research
and field testing. You want to be proud of the packaging and have
it be able to be a true representative of the look and feel you want
for your product, line, and brand. Packaging can always be revis­
ited if you learn more information later. Do the best you can now
while staying on budget and maintaining consistency of look and
message.

U sing a G raph ic Artist

Graphic artists can run the gamut from someone who freelances
from home to big full-service design firms. You'll likely need one to
help you create your product or company's logos, branding theme,
and/or packaging. As a bootstrapper, you'll probably have budget