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Best practices for retail clamshells and blister packs

Some studies suggest that shoppers are as much as 400% more likely to pick up a package if they can see the product inside.

Allegra used a sample blister pack to promote the drug’s switch from prescription-only to over the counter.
Allegra used a sample blister pack to promote the drug’s switch from prescription-only to over the counter.

Sad to say, there are still many new brand developers that put off key packaging decisions until very late in the game. This can be a big mistake for many reasons outlined in this Playbook, but especially for packages that will “show off” the product at retail.

First, let’s get the terms straight:
• A “clamshell” pack is a fully plastic shell sealed at the edges. It’s one of the most robust retail packages, but it has its drawbacks. It’s good for very heavy products, and you do not need to seal a card to a blister, the card is trapped inside the clam. Rightfully so, clamshells are perceived as being very difficult—sometimes dangerous—to open. But they are very secure from a pilfer-resistance perspective.
• A “trapped” blister pack has a front and back card with a blister trapped between. The package presents a clean look but can still be difficult to open. A well-designed, easy-open die-cut in the back of the card is often used to temper consumer frustration. This format is good for heavier products to ensure that the blister stays fixed to the card through shipping and handling. Ideally, there should be some card-to-card sealing along the edges of the trapped blister.
• A “face-seal” blister pack has only one card, so it needs about a 7-mm flange to seal the blister to the card. The lower cost allows for greater flexibility in size and configuration and faster speed-to-market, but it is not an advisable format for heavier products.
• A “full-face-seal” blister pack has a blister that extends to the edges of the card and is sealed to the card, at least around the perimeter. If the card has a large header above the product, the blister should have a shelf or ridge or raised area designed in to provide rigidity to the structure. A large flat area of plastic sealed to the card could result in curling or bending of the card. This design is good for heavier products. It provides a larger seal area than a face-seal blister. It also reinforces the keyhole because the plastic can extend around the keyhole and be die-cut.
• A “full-card” blister pack extends the blister all the way to the edges of the card, and then wraps around the edges to the back of the card. However it is not sealed to the card. The card could be stapled or attached to the blister in some other way. This allows for stronger pegging and more support for heavier items, but the high plastic content may make it more expensive.

Here are some pointers to hit the ground running with display packages:

1. Know the source of the directive. The decision to go with display packages often comes from the brand owner, and from the top down. It’s also often retailer-driven because the packages are very versatile. Retailers can put more product on shelf, or on pegs, and they can display them in different areas of the store. But avoid open-ended input into the design direction, and avoid vacillating on your commitment to a final format. It’s important to have a clear vision for how the product will be presented on shelf. Understand your options early, and all the potential pitfalls.

2. Appreciate retail trends. Always try to align the size of product with the size of the space on shelf where it will be sold most frequently. It may be counterproductive to always try to one-up the competition by making them look small by comparison. Take into account all the costs, including tooling, assembly, equipment, and shipping. Sustainability-wise, it’s typical to have a 20% reduction in materials moving from clamshells to trapped blisters.

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