Page 114 - Export and Trade

Packaging & Labelling

Constant changes in the requirements for packaging, Black or grey is
labelling and dangerous goods means exporters need associated with death and
to keep up with any new legislation, both locally and mourning in Hong Kong.
internationally. Red has negative political
By integrating these packaging requirements with connotations in some
good design, you achieve both functionality and reduced countries but positive
compliance costs for you and your customer. There are connotations in others.
a number of ways in which to optimise your packaging Religious symbols or
so that it stands out and, at the same time, meets the shapes may offend.
DSSOLFDEOH UHJXODWRU\ VWDQGDUG V Find out how New
Zealand is perceived in your target market and with
Packaging design reference to your product area before you make ‘country
There are two important considerations in packaging of origin’ a prominent pack design feature.
design: safe shipping, handling and labelling, plus visual Ireland, Britain, Canada and Australia, for example,
DSSHDO IRU VDOH GLVSOD\ ZKHUH DSSURSULDWH run campaigns encouraging consumers to ‘buy local’.
While visual appeal is important, don’t overlook any Each country has its own regulations governing
legal requirements that may constrain layout, design, labelling requirements relating to food ingredients, ‘best
fonts, colour and mandatory warning statements when by’ dates, warranty, safety instructions, etc. Find out
packaging and labelling hazardous substances. what these are for your product. In some countries and
Goods that are transported as dangerous goods have for some products it would be advisable to include a
special packaging requirements. There is a minimum tamper evidence device in the packaging. Illustrating the
package strength required for all hazardous substances. contents of the package can also help to eliminate the
You can either use packaging design specialists or need for translated information.
obtain assistance from major packaging companies.
Many companies employ graphic artists and offer In transit
FRPSXWHU DLGHG GHVLJQ &$' VHUYLFHV WR ZRUN RXW Considerations regarding the packaging of goods for
IUHLJKW HFRQRPLHV DQG FRQ¿JXUDWLRQV IRU SDOOHWV DQG transit purposes include: suitability for warehouse
containers. They can create working models of packs for stacking; handling (whether manually, by crane or
you to test both as part of your market research and on E\ IRUN KRLVW DQG WKH HIIHFWV RI YLEUDWLRQ KHDW
\RXU SDFNLQJ ÀRRU humidity, water and sub-zero temperatures. Also, check
The same pack design, size, shape, and colour will not vulnerability to pilfering. Exporters and importers may
necessarily work in every country. Some countries may choose to disguise their product in the packaging to
need labelling in the local language, whereas in others deter theft.
(QJOLVK PD\ EH ¿QH :KHQ XVLQJ (QJOLVK KRZHYHU PDNH Investigate freight economies using CAD to
sure words do not have another meaning in the local manipulate pack size to gain optimal palletisation and
language and that a literal translation has no negative containerisation. Substantial savings may be achieved
connotations. by designing the pack to suit the dimensions of the
7KH PRVW HIIHFWLYH ZD\ RI ¿QGLQJ RXW ZKDW GHVLJQ ZLOO container. Size may be important in terms of handling.
work best in your target market is to test it on people A machine may travel far more safely if broken
belonging to the nation you are targeting, preferably down into three parts and crated in a way that makes
within the target country. There are market research handling easier. Ensure your packaging is strong enough
agencies in New Zealand that can conduct tests more to withstand the rigours of the journey in its entirety.
cost effectively on foreign nationals in New Zealand. Containers move through a huge range of conditions in
Colour, shape or even numbers can have an adverse which different stress factors apply.
effect on sales in certain countries. The following Light-weighting your pack is an option for achieving
examples illustrate the problems exporters may freight economies where you pay by weight (e.g.
encounter. DLUIUHLJKW

112 NZ Export & Trade Handbook 2018