Picture this scenario: It is 2:45 PM on a Friday afternoon. You are leisurely discussing your weekend plans with a coworker. Suddenly, your boss requests that you mail a package immediately so it will arrive at the customer's doorstep Monday afternoon.

Realizing that you have less than 15 minutes before the last postal pick-up, you work at a furious pace to get the package ready. During a search of the mail center for packaging materials, all you can find is a copy of this morning's newspaper and a box five times larger than the item you are mailing. Hurriedly, you wrap the item in the sports section of the paper, then wad up the remaining newspaper and stuff it in the box with the item. After slapping a mailing label on the outside of the box, you tape it shut and wipe the sweat from your brow right before the postal representative arrives.

You've done it. You have successfully managed to package and mail an item with limited time and resources. You are the packaging champion. Well, not exactly. On Monday, you get a call saying the package did arrive on time, however, the item you packaged, an expensive antique vase, was broken. Success has turned to failure.

Have you been in this position before? Packaging can literally make or break a company's reputation with customers. The way an item is packaged is the first impression a customer receives of a company. If the item they receive inside the package is broken, it could result in a lasting negative impression. In order to ensure items are effectively packaged, there are many different products that can be used, depending on the application. Whatever the packaging needs, there is a specific material that can help protect products for shipping in a timely and cost-effective manner.

Packaging Heavy Items Should Not Be Taken Lightly

When packaging heavy items, use a sturdy packaging material that can support the weight of the product. If the material used is not strong enough to block and brace the product securely, the product can be damaged from shock and vibration during shipping and handling. Items should be completely surrounded with a packaging material that maintains its shape and integrity throughout the mailing process.

Foam-in-bag packaging is an effective packaging solution for heavier items. Foam-in-bag packaging is a specially designed bag that is filled with rising liquid foam placed in the mailing container and the foam-filled bag expands to fit precisely around the product. Foam-in-bag packaging is sturdy, resilient and it can support the enclosed product throughout the duration of shipment.

Packaging Small Items Isn't a Big Chore

Small items such as compact discs, automotive accessories and jewelry can be a challenge to package and mail. These items are too large for traditional envelopes, yet placing them in boxes or cartons can be expensive, wasteful and time-consuming.

The best solution for packaging small items is to use protective mailers. Protective mailers offer the best of both worlds with varied sizes and protective capabilities such as cushioned, non-cushioned and rigid. Packaging your product in a mailer requires only two simple steps: inserting the product into the mailer and sealing. Many protective mailers also have seal-to-seal closures for easier use.

Packaging Multiple Items Requires Multiple Materials

At times, it may be necessary to pack multiple items in one box, such as with e-commerce and catalog orders. This can be tricky as all items need to receive adequate protection, and measures need to be taken to ensure that larger items do not crush and damage smaller ones. To reduce breakage and shifting, it is important to utilize a variety of packaging materials. Foam-in-bag pads placed on the bottom of the box help to cushion products. Air cellular cushioning helps protect items from breaking upon impact with other items in the box. And, air-filled cushions placed around items help to reduce any excess space or void, which could allow the products to move within the box.

Liquid Items Absorbing the Overflow

Packaging liquid materials improperly can have disastrous consequences. If a liquid product spills, it can ruin other products in the same package or weaken the shipping container. The key to successfully packaging liquids such as cosmetics or pharmaceuticals is to make sure that an absorbent packaging material is used just in case a leak occurs. Household items like newspaper or paper towels are not thick enough to absorb a significant amount of liquid and are not suitable for this application. The most effective packaging material is cushioned, kraft paper packaging thick-wadded, multi-layered, pliable tissue that absorbs liquid spills.

Consult a Packaging Professional

Common sense says that when packaging an item, the more packaging material, the better. But, if the wrong type of material is used, over-packing will not ensure the safety of the item during shipment. The only thing guaranteed is an increase in packaging costs. Using the correct protective packaging material for an application helps to reduce costs. Also, the reduction in packaging materials used makes the package lighter, requiring less postage.

In order to make sure the most effective packaging material is used in each situation, it is best to develop a partnership with a packaging company. Packaging companies with consultative sales representatives can help determine the most cost-effective, protective packaging methods and materials to meet your packaging needs.

Andy J. Brewer is the vice president of Marketing, Packaging Products Division for Sealed Air Corporation For more information, visit www.sealedair.com.