Kitting and Fulfillment:
Design for Efficiency and Effectiveness
The Secret to a Successful Kit
AMY ROSS, MANAGER — BRAND AND PRODUCT MARKETING
What’s the secret to a successful kit? First, let’s define what kitting is: the assembly of individual items into ready-to-ship packages. Think media kits, instructional materials, welcome kits, benefits packages, promotional kits, fundraising kits and the like. No matter what kind of kit you’re sending, successful kits must accomplish three key tasks:
- Deliver your message. Your kit’s primary job is to deliver your message, and it can’t do that if it doesn’t grab the recipient’s attention and get opened. Designing a kit that gets noticed requires insight into the needs and preferences of your target audience as well as a large dose of creativity. The kit should tell a story and reinforce your brand. What colors, headlines and teasers will resonate with this particular audience most effectively? Be sure to consider all available space such as the interior and exterior of the package itself.
- Arrive undamaged. Your kit must be meticulously engineered inside and out. The outer packing must be durable enough to arrive looking attractive and protect its contents. The inner packaging must also protect kit contents and keep it from shifting during transit. Depending on what you’re sending, you might want to use a custom box, tabs, pockets, slits or even temperature-specific components.
- Minimize cost. When it comes to shipping, the larger and heavier the package is, the more it usually costs. That means your kit packaging needs to be carefully designed to be protective and attention-grabbing while minimizing size and weight for postage savings. Finding the optimal balance of durability, style and cost is vital to maximizing ROI.
Need inspiration? Check out these creative packaging designs.