Packaging Inside The Box包装盒内

Many companies look to contract packagers and packaging supply companies for interesting and unique packaging designs.许多公司都期待着合同包装和包装供应公司，有趣而独特的包装设计。 Everyone wants their packages to look exciting and unique but this could come at a steep price in the marketplace.人人都希望自己的软件包寻找激动人心的和独特的，但可能是在一个陡峭的价格在市场上。

Many years ago retailers were open to different colored items in different sizes.许多年前零售商开放给不同颜色的物品在不同的大小。 Back then they welcomed multi-packs and bonus packs.当时，他们欢迎多包和奖金包。 But with the advent of planograms which make planning product positioning ridged, controlled and consistent, creative and oddball sized packages are a thing of the past.但是，随着planograms ，使规划产品定位脊控制和一贯的，富有创造性和古怪中小企业包是过去的事情。

Package sizes are controlled at the corporate buying level now.包装的大小控制在公司现在购买水平。 Ever notice how every box of laundry detergent is the same size even if they are manufactured by different companies?以往每通知书如何一盒洗衣粉是相同的大小，即使它们生产的不同的公司？

This packaging standardization occurs because the buyers have set sizes and locations for products and shelving and expect square pegs to fit into square holes.这种包装标准化发生原因，是因为买家设置大小和位置的产品和架子，并期望平方米挂钩融入方洞。 You may have a package and want to add a premium to it or make it into a bonus pack in order to attract more sales (“Get an extra 20% free!”)… but if that makes your package too tall or too wide then you will not have shelf space for your product.您可能有一个包和要新增的溢价或使之成为一个奖金包，以吸引更多销售（ “获取额外的20 ％免费！ ” ） ...但如果让您的一揽子太高或太宽然后你不会有货架空间为您的产品。

Also, if you go with a container that looks great but can’t be stacked, then you may run into problems as well.另外，如果你去一个容器，看上去很棒，但不能堆叠，那么您可能遇到的问题。 Buyers and stockers appreciate carefully designed packages tha make their lives easier.买家和stockers欣赏精心设计的包装塔使他们的生活更容易。

So, as you can see, while the marketers in your company are always looking for something unique to attract the eye of the customer, the reality of the situation is that they are forced to think inside the box and conform to industry standard sizes and shapes of packaging.所以，你可以看到，虽然商家在你的公司一直在寻找一些独特的吸引眼球的客户，现实的情况是，他们被迫认为盒内，并符合行业标准的大小和形状包装。

The Contract With The Copacker该合同与Copacker

This packaging tip is an excerpt from “Choosing and Using a Copacker” by John E. Rushing, Ph.D.这种包装冰山摘自“选择和使用Copacker ”的约翰E匆忙，博士 It is published by North Carolina State University.这是出版的北卡罗莱纳州立大学。

North Carolina State University’s北卡罗莱纳州立大学的 Department of Food Science部食品科学 ranks among the top food science departments in the country.跻身前食品科学部门在该国。 This recognition is the result of excellence achieved in all areas of the university’s mission: teaching, research, and extension.这种认识是由于卓越的成就在各个领域的大学的使命：教学，科研，推广。

The contract 合同

Obviously, written orders should be placed with the copacker.显然，书面命令应放在与copacker 。 Specifications should be furnished for supplies, ingredients, processing and finished products.规格应为家具用品，原料，加工和成品。 A written contract can help you avoid a lot of problems later on.书面合同可以帮助您避免了很多的问题。 Be sure you understand what you’re contracting for.请务必了解你的承包。 Check with your attorney.请与您的律师。

Below are items which should, at a minimum, be addressed in the contract:以下是项目应在最低限度，解决合同：

• What are the services you are contracting for?什么是服务，你是承包？ Who will handle raw product testing?谁将处理原料产品测试？ Where are records to be kept?哪里须备存的纪录？ How will final product quality be checked?如何将最终产品的质量进行检查？
• What ingredients and supplies are you responsible for purchasing or providing?是什么成分和用品，你负责购买或提供？ What is the disposal for excess ingredients or supplies which you purchase or furnish?什么是处理过剩的原料或用品，您购买或提供？ Where will they be stored between processing runs?如果将他们之间的存储处理运行？
• What processing manipulations will be required for ingredients such as slicing, dicing, or blanching?怎么处理手法将所需的原料，如切片，切割，热烫或？ Are piece sizes specified?一块大小是指定？
• Will there be samples furnished for your approval prior to the first production run?是否有样品提供的事先批准的第一个生产运行？ Will there be storage/stability or finished product tests?是否有存储/稳定或成品测试？
• Are you to be present and consulted during processing plant runs?你是当前和协商处理厂在运行？ If so, are you covered under insurance or Workman’s Compensation?如果是这样的话，你是属于保险或工人补偿？
• Will you have any coverage under the manufacturer’s product liability insurance?请问您有任何覆盖下的制造商的产品责任保险？ If so, what will it be?如果是的话，什么呢？ Note that it will be necessary for you to furnish your own liability insurance to sell your product to stores.请注意，有必要为你提供你自己的责任保险，以销售您的产品的商店。
• What are the critical factors which must be met in processing, such as pH, packing temperatures, or heat processing?什么是关键因素，必须满足的加工，如pH ，包装温度，或热加工？ Require documentation that these have been measured and met.文件要求，这些已衡量和满足。
• Are ingredient substitutions accepted?正在成分替代接受？ What are the limits?有什么限制？ Are these covered in your ingredient specifications?这些涵盖在您的成分规格？ Note that manipulation of ingredients may render your ingredient statement or nutritional information on your label inadequate.请注意，操纵的成分可能会使您成分声明或营养信息的标签上的不足。
• The contract should note scheduled processes which must be filed and certifications which must be obtained.该合同应注意排定进程必须提交和认证，必须得到的。 If the product is listed under a marketing program such as “Goodness Grows in North Carolina” there must be certification of use of required ingredients.如果该产品是根据列出的市场营销计划，如“优生在北卡罗莱纳州” ，必须有认证的使用需要成分。
• What is the delivery date of the finished product?什么是交货日期的成品？ Must it be immediately removed from the premises?它必须立即从房地？
• What are the payment terms?是什么付款条件？ Usually these are 10% down and the remainder on delivery.通常这些都是下降10 ％ ，其余交货。
• What will render the product unacceptable?什么使产品不能接受的？ What are the appearance factors such as color, separation, piece size, and texture?什么是外观因素，如颜色，分离，一块大小和质地？ Who will judge adequacy of flavor and taste?谁将判断是否充足味道和口感？
• What are the appearance factors for the container, such as label placement, closure gasket materials and closure color, or neckband placement, size and color?是什么因素的出现的容器，如标签的位置，关闭密封材料和关闭的颜色，或领口的位置，大小和颜色？ How tight is the closure to be?如何严密的封锁吗？
• Who is responsible for disposal and disposal costs or rework of unacceptable product?谁负责处理和处置费用或返工不可接受的产品吗？
• The entrepreneur should furnish labels, what size are they to be, what style and orientation, and how are they to be wound?企业家应提供标签，什么规模，他们是什么风格和方向，他们是如何将伤口？ (It is recommended you have the copacker specify the labels in writing to be sure they will run on his equipment). （建议您有copacker指定标签以书面形式，以确保它们将运行于他的设备） 。
• How much lead-time is necessary for the next and subsequent production runs to be delivered?多少准备时间是必要的未来和随后的生产经营须交付？
• Will the copacker be required to furnish grade certifications, third party audits or other certifications of lots and batches?请问copacker需提供等级证书，第三方审计或其他认证的地段及批？ The copacker should certify that the label statements are accurate.该copacker应证明标签报表是准确的。
• What lot or batch coding is to be used?什么地段或批次编码是用于？ Where will it be placed on the container and how will ingredient processing and testing records be filed to correlate with the code?如果将它放在容器以及如何将原料加工和检验记录提交给相关的代码？
• What is the manufacturer’s recall plan?什么是制造商的召回计划？ Be sure you have a copy.确保您有一个副本。 How are you to be notified?你是如何获得通知？
• Is there a noncompete agreement with the copacker?是否有竞业禁止协议，与copacker ？ Are confidentiality and privacy issues covered?有保密和隐私问题，涵盖？
• What finished product testing will be provided?什么成品测试将提供？

While there may be many other points to be covered in the contract, the above represents those points for which many disagreements occur.虽然可能有许多其他点，涉及的合同中，上述这些点代表的许多分歧发生。 While we recommend an attorney’s advice on contracts, the small entrepreneur may find the cost prohibitive.虽然我们推荐的律师的意见对合同，小企业可能会发现成本高昂。

Make the Relationship Good 使关系良好

A good working relationship with your copacker and an agreement which covers what he is expected to provide will make your venture more pleasant, and hopefully, more profitable.一个良好的工作关系，与您copacker和协议涵盖他预计将提供令您的企业更加愉快，并希望，更有利可图。 Get the copacker on your team.获取copacker您的团队。 Give him a chance to be properly reimbursed for his services, then concentrate on selling your product!给他一个机会得到适当的补偿的服务，然后集中销售您的产品！

Finding The Right Copacker找到合适的Copacker

This packaging tip is an excerpt from “Choosing and Using a Copacker” by John E. Rushing, Ph.D.这种包装冰山摘自“选择和使用Copacker ”的约翰E匆忙，博士 It is published by North Carolina State University.这是出版的北卡罗莱纳州立大学。

North Carolina State University’s北卡罗莱纳州立大学的 Department of Food Science部食品科学 ranks among the top food science departments in the country.跻身前食品科学部门在该国。 This recognition is the result of excellence achieved in all areas of the university’s mission: teaching, research, and extension.这种认识是由于卓越的成就在各个领域的大学的使命：教学，科研，推广。

How do I find the right copacker? 我要如何找到正确的copacker ？

For the entrepreneur, the best source of information about copackers, their abilities and how they work with entrepreneurs is often other entrepreneurs.对于企业家，最好的信息来源copackers ，他们的能力以及他们如何工作的企业家往往是其他企业家。 Meet other entrepreneurs at state association meetings, food shows, and trade shows.满足其他国家企业家协会会议上，食品展，以及贸易展。 More specialized copackers will often advertise in food industry trade periodicals and directories.更专门的copackers往往会刊登在食品工业中的贸易期刊和目录。 State directories of manufacturers will provide information about manufacturing companies.国家目录的制造商将提供有关制造公司。 Those who list private-label products are usually copackers.这些谁名单私人标签产品通常copackers 。 University extension services and state food and drug or agricultural marketing agencies can also be of help.大学推广服务和国家食品和药物或农业营销机构也可以有所帮助。

Bring your specifications and checklist to your first meeting with the copacker.把你的规格和清单，以您第一次会议的copacker 。 You may wish to consult your attorney for instructions on protecting the confidentiality of your documents and conversation.您不妨咨询您的律师指示，保护您的机密文件和谈话。 Some copackers will restrict confidentiality agreements only to written specifications, formulations, pricing and customer information.一些copackers将限制只能保密协议的书面规格，配方，价格和客户信息。 Most will not agree to non-compete arrangements, as that would restrict their livelihood and their business interests.多数人不同意非竞争安排，因为这将限制他们的生计和他们的商业利益。 You may be able to use a model confidentiality contract furnished by the copacker.您可以使用保密合同模式所提供copacker 。

The costs of all services at a copacker must be recovered.这些费用的所有服务， copacker必须收回。 Be sure to have an agreed-upon price for each of these.可以肯定有一个商定的价格为每个。 Once an agreement is reached, be sure you will need a contract for services.一旦达成协议，确定你需要一个服务合同。 Be sure to get a guaranteed price for at least a year.一定要保证价格至少一年。

Some copackers have an in-house R&D department.一些copackers有一个内部的研发部门。 This can produce a considerable savings in time and development costs.这可以产生相当节省了时间和开发成本。

Ask to tour the copacker’s facilities.卖出参观copacker的设施。 Note the state of cleanliness and order.注意的洁净和秩序。 Look at the most recent inspection report.看看最近的检查报告。 Is the copacker operating under a quality control or food safety system such as HACCP?是copacker下运作的质量控制或食品安全体系，如HACCP体系？ Do they have the equipment needed to process, label, and package your product correctly?他们是否有所需的设备过程中，标签和包装您的产品是否正确？

Request from the copacker the names of others he has copacked for.要求copacker的名字别人，他copacked的。 It is a good idea to speak with them about what it’s like to work with the copacker; ask about his commitment to schedules and to quality.这是一个好主意，说话的，他们是什么感觉与copacker ;询问他承诺的时间表和质量。 Ask about concerns they might have.询问关注它们可能。

Share both your present and future needs with the copacker.分享您的当前和未来需求copacker同。 Early in the relationship, you may need small production runs, later you may wish to have more volume.早期的关系，您可能需要小型生产运行，后来您可能希望有更多的量。 Can the copacker deliver on production?能否提供copacker生产？ What about peak seasons?什么高峰期？ In the specialty foods business, there are often seasonal needs, such as, the Christmas holidays, when turn-around time for resupply of stores may be short.在食品专业企业，往往有季节性的需求，如圣诞节假期时，周转时间为补给的商店可短。 Can the copacker accommodate this?能否适应这一copacker ？

Usually, early in the process, it will be necessary to produce product for storage/stability testing.通常情况下，早日在这个过程中，必须出示产品的存储/稳定性测试。 You may wish to produce samples in alternate sizes or different containers.你不妨在生产候补样本大小或不同的容器。 Check to make sure these can be processed.检查以确保这些问题都可以处理。

Choosing a Copacker选择一个Copacker

This packaging tip is an excerpt from “Choosing and Using a Copacker” by John E. Rushing, Ph.D.这种包装冰山摘自“选择和使用Copacker ”的约翰E匆忙，博士 It is published by North Carolina State University.这是出版的北卡罗莱纳州立大学。

North Carolina State University’s北卡罗莱纳州立大学的 Department of Food Science部食品科学 ranks among the top food science departments in the country.跻身前食品科学部门在该国。 This recognition is the result of excellence achieved in all areas of the university’s mission: teaching, research, and extension.这种认识是由于卓越的成就在各个领域的大学的使命：教学，科研，推广。

Before you visit the copacker 在您访问copacker

Before choosing a copacker, do your homework.然后再选择copacker ，你们的功课。 You should have business and marketing plans in place which outline your product needs in terms of size and type of container, number of units per given period, price to the buyer and sales price.你应该有商业和营销计划，其中概述你的产品的需求在规模和类型的容器中，一些单位一定时期内，价格向买方和销售价格。 Small Business Technology and Development Center can be of assistance.小企业技术开发中心能够提供协助。 Get technical help from a university, a consultant or a testing laboratory to determine needs for product stability and safety.获得技术帮助，从一所大学，顾问或测试实验室，以确定需要对产品稳定性和安全性。

Once you have established the product information, write preparation and process instructions.一旦你已经建立了产品信息，写筹备和进程的指示。 Write specifications for ingredients, packaging materials, regulatory compliance, and finished product.收件规格的原料，包装材料，遵守法规，以及成品。

Prepare a checklist of needs you have from the copacker.准备一份清单，你需要从copacker 。

• Will you require product development assistance such as safety determinations, coloring, stabilizers and emulsifiers, or preservatives?请问您需要的产品的发展援助，如安全的决定，着色，稳定剂和乳化剂，或防腐剂？
• What are special product concerns such as; acidity, thermal process, refrigerated ingredients, refrigerated product storage?什么是特殊产品的问题，如;酸度，热过程，冷藏原料，冷藏储存的产品？
• Are there special ingredient concerns?有特殊成分的关注？
• Will the product require specialized ingredients in terms of variety, function, or piece size?将产品需要专门的原料在品种，功能，或一块大小？
• Will ingredient preparation such as onsite chopping, peeling, coring, or sugaring be necessary?将配料准备，如现场砍，剥离力，取心，或糖化是必要的？
• Can ingredients be purchased ready-to-use?配料可以购买现成的使用？
• Are there alternative sources for specialized ingredients?是否有其他来源的专门成分？

Consult with your attorney and insurance carrier.咨询您的律师和保险承运人。 What do they feel you should require of your copacker?是什么，他们觉得你应当要求你的copacker ？ Will a site visit be necessary for them?将网站的访问是必要的呢？

Remember, scale-up of production from the home kitchen to the first plant trial may produce unsaleable or unusable product.请记住，规模化生产从家庭厨房的第一家工厂的审判可能会产生非卖品或使用的产品。 Factors such as rate of heating, agitation during incorporation of ingredients, holding at high temperatures and pumping can affect ingredient functionality and product appearance.因素，如速度加热，搅拌过程中把原料，举行在高温下和抽水成分会影响产品的功能和外观。 Adequate product development prior to the pilot run will minimize this, but unforeseen factors may still cause differences in product.足够的产品开发之前，试运行将尽量减少，但未能预见的因素仍可能导致不同的产品。

How will the final product be distributed?如何将最终产品分配？ If it is to be shipped to a central warehouse, what requirements will you have for the copacker?如果要运到一个中央仓库，什么要求将您的copacker ？ Many companies are under mandatory solid waste reduction.许多公司正在强制性减少固体废物。 Will the product be shipped in boxes or overwrapped trays?将产品运的箱子或overwrapped托盘？ On which kind of pallet shall they be furnished?论哪一种托盘应他们提供的？ Should the boxes be overwrapped or glued to keep them on the pallet?如果箱子被overwrapped或粘使他们的托盘？

Will you need storage of ingredients, supplies, or finished products?请问您需要存储的成分，用品，或最终产品？ Will you need the copacker to order or ship these materials?请问您需要copacker命令或船舶这些材料？ How much inventory will you need to have on hand?多少库存将您需要的呢？

Will the potential buyers of your product require that the food be manufactured under particular quality, safety, or certification systems such as HACCP, ISO 9000, Kosher or Halal?将潜在的买家您的产品要求，粮食生产特别是根据质量，安全，或认证制度，如HACCP认证， ISO 9000国际标准，犹太或清真？ Do regulations require USDA compliance, or certification for low-acid canned foods or acidified foods?不要规定要求美国农业部遵守，或验证的低酸罐头食品或酸化食品吗？ Is there mandatory HACCP compliance required?是否有强制性要求遵守HACCP认证？ Is a third party audit required?是一个第三方的审计要求？

Using a Copacker使用Copacker

This packaging tip is an excerpt from “Choosing and Using a Copacker” by John E. Rushing, Ph.D.这种包装冰山摘自“选择和使用Copacker ”的约翰E匆忙，博士 It is published by North Carolina State University.这是出版的北卡罗莱纳州立大学。

North Carolina State University’s北卡罗莱纳州立大学的 Department of Food Science部食品科学 ranks among the top food science departments in the country.跻身前食品科学部门在该国。 This recognition is the result of excellence achieved in all areas of the university’s mission: teaching, research, and extension.这种认识是由于卓越的成就在各个领域的大学的使命：教学，科研，推广。

What is a copacker? 什么是copacker ？

Copackers manufacture and package foods for other companies to sell. Copackers制造和食品包装为其他公司出售。 These products range from nationally-known brands to private labels.这些产品种类繁多，从国内知名品牌的私人标签。 Entrepreneurs choose to use the services of copackers for many reasons.企业家选择使用的服务copackers有很多原因。 Copackers can provide entrepreneurs with a variety of services in addition to manufacturing and packaging products. Copackers企业家可以提供各种服务，此外还对制造和包装的产品。 They can often help in the formulation of the product.他们往往可以帮助制订产品。 The copacker may function only as a packer of other people?s products or may be in business with his own product line. copacker可能的功能不仅是一种封隔器的其他人吗？的产品或可在企业自己的产品线。 They may be, in fact, manufacturing several competing products.他们可事实上，一些制造业竞争的产品。 The range of services available from a copacker will vary depending on the size and experience of the copacker and the type of facilities and the capacity of their plant.服务范围可从copacker会有所不同的规模和经验的copacker和类型的设施和能力的工厂。

What are the advantages to using a copacker? 有哪些优势，利用copacker ？

There are many advantages to using a copacker.有许多优势，利用copacker 。 The most obvious is to reduce startup costs for the food entrepreneur.最明显的是，以减少启动成本的食品企业家。 Capital costs of equipment and facilities can be enormous.资本成本的设备和设施可能是巨大的。 Using a copacker allows one to more accurately predict overhead costs due to manufacturing.使用copacker允许一个更准确地预测间接费用由于制造业。 Using a copacker can also reduce lead-time in getting a product to market.使用copacker还可以减少铅的时间让产品推向市场。 Choosing a copacker who already has processing lines in place almost makes manufacturing, packaging, and labeling a food product a matter of placing an order.选择一个copacker谁已经加工线，几乎使生产，包装和标识的粮食生产问题将命令。 The copacker may have experience with similar products which is transferable to the product you wish him to copack.该copacker可能有经验，类似的产品，这是可转让的产品你想他copack 。

With established business, the copacker will usually have the proper regulatory certifications, lines of credit for purchasing supplies and ingredients, insurance, food industry contacts and sources to get the job done efficiently.既定的业务，将copacker通常有适当的管理认证，信贷额度，用于购买用品和材料，保险业，食品业的联系和来源，以完成工作效率。 They should be familiar with quality parameters, food safety requirements, and shipping needs.他们应熟悉质量参数，食品安全的要求，和航运需要。 They will have the proper facilities for receiving and storing ingredients and can arrange storage of finished product.他们将有适当的设施，接收和储存原料，并可安排贮存成品。 Some copackers will offer other services for entrepreneurs such as product stability testing, nutritional labeling, formulation assistance, ingredient substitution, and other product development services.一些copackers将提供其他服务的企业家，如产品稳定性测试，营养标签，制定援助，原料替代，和其他产品的发展服务。 In addition, they can offer suggestions on packaging and labeling the product, usually based on the types of filling, capping and labeling equipment in their facilities.此外，他们还可以提供建议，包装和标签的产品，通常是基于类型的灌装，封盖和标签设备，设施。 They can direct you to professionals who can assist you in the design and marketing of your product.他们可以直接您专业人员谁可以帮助您在设计和营销您的产品。 They usually offer the advantage of buying supplies and ingredients in bulk.他们通常提供的优势，购买用品和大宗原料。 They can arrange palleting and shipping to meet the needs of the buyer.他们可以安排palleting和运输，以满足买方。 costs due to manufacturing.由于成本制造。 Using a copacker can also reduce lead-time in getting a product to market.使用copacker还可以减少铅的时间让产品推向市场。 Choosing a copacker who already has processing lines in place almost makes manufacturing, packaging, and labeling a food product a matter of placing an order.选择一个copacker谁已经加工线，几乎使生产，包装和标识的粮食生产问题将命令。 The copacker may have experience with similar products which is transferable to the product you wish him to copack.该copacker可能有经验，类似的产品，这是可转让的产品你想他copack 。

What types of obstacles might an entrepreneur face? 哪些类型的障碍可能面对的企业家？

In addition to the above advantages for using a copacker, food entrepreneurs may face a variety of obstacles to manufacturing their own product.除了上述优势，利用copacker ，食品企业家可能面临的各种障碍，制造自己的产品。 They may not possess the experience and expertise necessary to manufacture a food product.他们可能不具备的经验和专门知识，以制造必要的粮食产品。 There may be zoning laws, which restrict certain business activities on the entrepreneur’s property.有可能是分区法，限制某些商业活动的企业家的财产。 Loss of economies of scale for the entrepreneur may be such that the cost of the ingredients and packaging may be prohibitive.损失规模经济的企业家可能是这样的成本和包装材料可能会望而却步。

Packaging That Sells包装销售

For the last couple of weeks I have been covering the negative impression that consumers have about packaging.在过去的几个星期我一直在覆盖的负面印象，消费者对包装。 I have tried to dissect all of the ranting and raving from nay-sayers about packaging that doesn’t work.我试图解剖的所有演说和呓语从伍兹的包装，不工作。

Just last week Britain’s National Federation of Women’s Institutes (NFWI) launched a campaign highlighting supermarkets wasteful packaging policies.就在上周，英国全国妇女联合会的院校（ NFWI ）发起了一场运动，突出超市的浪费包装的政策。 Granted this was in the UK, but similar initiatives could happen here.当然这是在英国，但类似的举措可能发生在这里。 I checked it out briefly and I don’t get it.我检查出来简单，我没有得到它。 They are complaining about an packaging that keeps the food protected and sanitary.他们抱怨的包装，让粮食保护和卫生。 We need to be prepared and be aware that there are nonsensical reasons that your packaging may come under fire.我们需要做好准备，并意识到有无意义的原因，您的包装可能会受到攻击。 Just be sure you are covering all your based and anticipate in advance when you might have a problem.只是可以肯定你是涵盖所有的基础和预期提前当你有问题。

The main thing to visualize is that the role of packaging has changed.主要的设想是，包装的作用已经发生了变化。 Detractors just don’t understand what the package really does.反对者只是不明白他的包确实。 It’s no longer enough for the package just to get product to the retail environment in a satisfactory condition, now it has to “sell” the product too.它已经不再足够的包只是为了获得产品的零售环境中一个令人满意的条件，现在它已经以“卖”产品太多。 Packaging plays an integral role in the decision to purchase a product or not.包装起着不可或缺的作用在决定购买产品或没有。 The problem is that what the consumer desires is constantly changing.问题是，什么是消费欲望不断变化的。 Market trends come and go.市场趋势来来去去。 I have mentioned growth niches occurring in the food industry before.我刚才提到的增长领域发生的食品工业面前。 Corresponding to the growth are niches that are declining too.相应的增长领域是下降了。 Just like I stated “In What’s In Your Bottle.” Bottled water sales recently surpassed soda sales.就像我说“在什么是在您的瓶。 ”瓶装水销售额超过最近纯碱销售。 I was beginning to think the bottled water market was tapped out too.我开始认为，瓶装水市场是挖掘出来。 But creativity never ceases to amaze me.但创造力从未停止地给我带来惊喜。 We are still welcoming new bottled water product introductions and there is a market for even the most esoteric consumer.我们仍然欢迎新瓶装饮用水产品的推出，有市场，即使是最深奥的消费者。

It’s important to understand the evolution of the package because now products are using the packaging as the primary sales tool.重要的是要理解的演变封装，因为现在正在使用的产品包装作为主要的销售工具。 Gone is the day of the sales clerk who answer your questions about the product.乱世佳人是一天的售货员谁回答你的问题的产品。 The role of the package is no longer passive.的作用，包不再是被动的。 Its has to “speak” to the consumer both literally and figuratively.它要“说话”的消费者都字面和比喻。 (Talking packages are the wave of the future.) Think of all the great packaging applications available if your package talked and could tell you how old the product was, what you should serve it with or that you need to buy this companion product. （谈包未来的潮流。 ）想想所有伟大的包装应用可如果你的软件包交谈，并可以告诉您多大年纪了产品，你应该用，或您需要购买此配套的产品。 What a sales tool!什么是销售工具！

That’s only a fraction of what the new packaging can do.这只是一小部分是新包装可以做。 Most importantly, it is imperative that you think about your product package.最重要的是，当务之急是，您认为您的产品包装。 Does it “connect” with the consumer?难道“连接”的消费者？ In a sea of sensory overload what is going to make your package different?在海上的感觉超载是怎么回事，让您的包不同？ It could be shape, color, size, uniqueness of design or even smell.这可能是形状，颜色，大小，独特的设计，甚至气味。 Are you utilizing any of the new smart and intelligent applications packaging applications?你利用任何新的智能和智能应用的包装应用？ Does you package fulfill a need and explain in clear concise statements the benefits of buying your product.请问你包履行需要，并解释清楚简明报表的好处购买你的产品。 Is it easy to read and understand?它容易阅读和理解？

So start your analysis by viewing your package from the eyes of the consumer.因此，开始您的分析看您的包裹从眼睛的消费者。 If you are buying it, what’s going to compel you to pick it up off the shelf?如果要购买它，这是怎么回事，迫使你能赶上现成的？ Is it just sitting there lost amongst rows of competitive products?只是坐在那里失去了行之间有竞争力的产品吗？ Think in terms of your package calling out to you “buy me, buy me.” Does your product do this?想从您的包裹喊你“我买，我买。 ”请问您的产品做到这一点？ If not, your package isn’t doing its job.如果不是这样，您的包裹没有做其工作。 It must persuade the consumer to purchase the product.它必须说服消费者购买产品。 Thinks about some of the latest packaging innovations and how to incorporate them into your product packaging.思考一些最新包装的创新，以及如何将它们纳入您的产品包装。 Consider the consumer mind set.考虑到消费者的心态。 Is your package perceived in a negative light negating the benefits of the product within?是您的包裹自觉从负面的角度否定的利益范围内的产品？

All these questions need to be answered.所有这些问题都需要加以回答。 Don’t simply to address them in the initial package design; it’s an ongoing process.不要只是为了解决这些问题在最初的包装设计，它是一个持续的过程。 As I mentioned at the beginning of this piece, the consumer is a moving target and your package has to move along with them in the right direction.正如我前面提到在本月初件，消费者是一个移动的目标和你的软件包已沿着与他们在正确的方向前进。 Be sure the consumer you are trying to capture receives the right message.可以肯定的消费者您正在尝试捕捉得到正确的信息。

Here are a few types of packaging coming under fire by consumers that could impact your success or failure:这里有一些类型的包装也发生了消费者，从而会影响你的成功或失败：

• Products that are perceived to be over packaged产品被认为将超过包装
• Products that are in clamshells产品有clamshells
• Products that are misleading as a result of the claims on the packaging产品，误导所造成的索赔要求在包装上
• Products that are in packaged materials deemed environmentally unfriendly产品的包装材料被认为对环境不友好
• Packaging that doesn’t work包装不工作
• Packaging that doesn’t deliver as promised包装，不按照承诺提供

So think about your product packaging right now and determine whether it is helping to sell your product, or not.所以想了解您的产品包装现在确定它是否有助于销售您的产品，或没有。

About the Author: 作者简介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脱掉首席执行干事乘坐JR海因斯在国际，该公司提供咨询服务的包装工业。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年来，海因斯女士一直在从事包装的趋势，预测，意念/集思广益和实施创新的新的包装技术。

Need insights on packaging trends that can impact your business?需要了解包装趋势，可能影响您的业务吗？ Get the Packaging Diva on your team.获取包装女神的团队。 Visit访问 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包装创新。

Selecting A Contract Packager选择一个合同包装

Contract packagers (or co-packagers) can offer expert, cost-efficient, practical solutions to help you initiate, organize, streamline or improve your packaging or packaging operations.合同包装（或共同包装）可以提供专家，具有成本效益的，切实可行的解决办法，以帮助您发起，组织，简化或改善您的包装物或包装业务。

The secret is finding a co-packager who can offer the specialized services you need.秘诀是找到一个共同包装谁可以提供专门的服务，您的需要。 Here are some important points to consider when selecting a co-packaging service:以下是一些重要的观点时要考虑选择一个共同的包装服务：

• Determine, as closely as possible, the nature and scope of the problem to be addressed, and the specific problem or task that you would like the co-packager to work on.确定，尽可能密切的性质和范围的问题加以解决，具体的问题或任务，你想共同包装的工作。
• Consult this website to find professional co-packagers with the specific expertise you need.本网站协商，寻找专业合作包装的专门知识您所需要的。
• Identify co-packagers with the expertise you require.确定共同包装与您所需要的专门知识。 Conduct a preliminary assessment of each of the most promising and appropriate candidates.进行初步评估的每一个最有前途的和适当的候选人。
• If you have questions about a candidate’s background, call and ask questions.如果您对此有疑问的候选人的背景，电话和提问。 The key staff at a professional co-packaging service will be happy and proud to discuss the company’s qualifications to solve your problems, the staff’s professional experience, offer references, and supply any information needed to help you make your decision.关键的工作人员在一家专业公司包装服务将高兴和自豪，讨论公司的资格，以解决您的问题，工作人员的专业经验，提供参考，并提供任何必要的信息，以帮助您做出你的决定。
• Interview by phone or in person the most promising candidates to verify that their experience matches your needs.面试通过电话或亲自最有希望的候选人，以确认他们的经验符合您的需求。
• Find out if the candidate is an active, professional co-packager.查找如果候选人是一个积极的，专业的合作包装。 Be sure to ask any question that might have a bering on a contract packager’s qualifications.一定要问任何问题，可能有白令合同包装的资格。 What types of projects has the company worked on in the past?哪些类型的项目公司的工作在过去的？ How long has the company been in operation?多久了该公司一直在运作？ How big is the company?究竟有多大的公司吗？ What size company does the contract packager most frequently work with?什么大小公司没有合同的包装最常见的工作？ How are fees typically determined?如何费用一般确定？ How many of the contract packager’s accounts are repeat business?有多少合同包装的决算是重复的企业？ Is it a member of and active in the Contract Packaging Association?它的一名成员，并活跃在合同包装协会？
• Meet the key staff.满足的关键人员。 Make sure you are introduced to the quality control and operations people.请确认您介绍了质量控制和操作人员。 The managerial and supervisory staff should have extensive experience in your industry with an understanding of your markets and a strong engineering background.的管理和监督人员应具有丰富的经验与您所在行业的了解您的市场和强大的工程背景。 The co-packager also should have training records for inspection by a prospective customer for the asking.共同包装也应该有培训记录，检查潜在客户的要求。
• Visit the facility to check out the housekeeping.访问该设施，检查了工地。 A co-packager should be agreeable to letting you view the premises unless it would violate a confidentiality agreement.阿合作包装应同意让您检视的处所，除非它违反了保密协议。
• Once you’ve finished the interviewing process, request project proposals from the contract packagers whom you are seriously considering hiring.一旦您完成了面试过程中，要求项目建议书从合同包您正在认真考虑聘用。 Make sure the final proposal(s) contain well-defined “Scope of Work,” “Services to be Provided,” and “Description of Fees” or “Fee Schedule” sections.请确定最后建议（星期日）载有明确界定的“工作范围” ， “提供服务”和“收费说明”或“费用表”章节。
• Consider what is not in the proposals as well as what is: production rates, number of shifts, penalties for order changes or cancellation, storage for raw materials and finished product, and so forth.考虑什么是不建议以及什么是：生产速度，一些变化，为了刑罚变更或注销，储存原材料和成品，等等。
• Resist the temptation to base your decision on price alone.抵制诱惑，基地的决定仅在价格上。 A co-packager should ultimately act as an extension of your business.阿合作包装最终应作为一个延伸您的业务。 Often, what appears at first to be a more expensive contract packaging service will more than make up for the difference in the fees by saving you more money and solving your specific problems more efficiently.通常，似乎首先是一个更昂贵的包装服务合同将超过弥补差异的费用节省你更多的钱和解决的具体问题，更有效。
• After you’ve fine-tuned details and reached an agreement on the co-packager’s proposal (particularly the “Scope of Work” section), sign a contract and/or issue an appropriate purchase order.在您微调细节和达成一项协议，共同包装的建议（尤其是“工作范围”一节） ，签订合同和/或问题的一个适当的采购订单。
• Provide input, support and on-going interest to the co-packager thoughout the project.提供投入，支持和正在进行的利益共同包装thoughout项目。 Bear in mind that you may be asking the contract packager to become familiar overnight with the knowledge of systems, technology and product quirks your company has had years to develop and work through.记住，你可能会问合同的包装熟悉一夜之间的知识系统，技术和产品怪癖贵公司已来制定和通过。
• Be open to suggestions.开放的建议。 Contract packagers are innovative, versatile and accustomed to efficiently working within narrow time frames.合同包装具有创新性，多功能和习惯能够有效地缩小内工作的时限。 From experience, they often can suggest minor modifications that will save your company time and money.从经验看，他们往往可以建议略作修改，将您的公司节省时间和金钱。
• Be sure the co-packager knows and your organization understands that the contract packager is working for an executive within your company with sufficient authority to ensure that the contract packager has the full cooperation of everyone involved with the project.可以肯定的共同包装知道和了解您的组织，合同包装正在努力执行贵公司内部有足够的权力，以确保合同的包装已充分合作，每个人都参与了这个项目。

If you are ready to hire a contract packager, please call us today!如果你愿意雇用合同包装，请拨打我们今天！

How To Package A Cause To Sell More Products如何封装的原因，以销售更多的产品

What is “cause marketing” anyway?什么是“事业营销”吗？ I think it is a misunderstood concept for the vast majority of people.我认为这是一个被误解的概念绝大多数人。 The definition for this type of campaign came from the Cause Marketing Forum.该定义为这种类型的运动来自市场营销论坛的原因。 (Note: It is not the endorsement of a product by a celebrity to sell more products.) We will touch more on celebrity marketing and product packaging in a future issue. （注：这是不是认可一个产品由一个名人出售更多的产品。 ）联系，我们将更多的名人营销和产品包装在未来的问题。

When I spoke at the M2W conference about cause marketing to women, I was surprised to find other speakers talking about the same issue.当我讲了约M2W会议营销事业的妇女，我惊奇地发现其他发言者在谈论同样的问题。 The problem was that all of us used the same example of supporting a cause (breast cancer) in marketing to women.问题是，我们所有人都使用相同的例子，支持一个事业（乳腺癌）的营销妇女。 I know breast cancer is an important issue and companies like Yoplait and Eveready have done an excellent job in using this as a marketing tool.我知道乳腺癌是一个重要的问题和公司Yoplait和永做了出色的工作中以此作为市场营销工具。 Unfortunately, it’s really sad when experts use the same example to illustrate cause marketing.不幸的是，它真的伤心时，专家们使用相同的例子来说明营销事业。 This begs that there are a lot of missed cause marketing opportunities out there.这引出，有很多原因错过了销售机会了。

There are many excellent causes that make great opportunities for enhancing your packaging’s “sale appeal” too.有许多出色的原因，使巨大的机遇，加强您的包装的“买卖呼吁”太。 I found a very interesting example from Celestial Seasonings tea packaging.我发现一个非常有趣的例子来自天体调味茶包装。 The graphics on packs of two new teas feature woman wearing a designer style red dress icon and provide educational information about women’s risk of heart disease.图形上包了两个新的茶叶功能的妇女佩带设计师风格穿着红色裙子的图标，并提供教育资讯的妇女患心脏病的风险。 Additionally, Celestial Seasonings pledges a portion of the proceeds from the sale of new teas to WomenHeart.此外，认捐天体调味料的部分收益来自出售的新茶，以WomenHeart 。 They also donate up to $100,000 generated from the Red Dress pin offer featured on 17 million tea boxes.他们还捐赠高达$ 100000产生的红色礼服引脚上提供特色茶1700万盒。 In addition, they expanded on the theme with other media events.此外，他们还扩大了的主题与其他媒体的事件。

What about the message on bottled water?什么讯息瓶装水？ “Buy Water, Help Children.” Does it work for you? “买水，帮助儿童。 ”它是否为你工作？ Their founders hope so because that’s the idea behind Ethos bottled water.其创始人希望如此，因为这背后的想法校风瓶装水。 In a crowded marketplace (there are more than 800 different brands of bottled water) Ethos sets itself apart through its social mission.在一个拥挤的市场（有超过800种不同品牌的瓶装水）校风集除了本身通过其社会使命。 Can this product connect though its product packaging?该产品可以连接但其产品包装？

Two weeks ago I wrote “The Power of the Package” and discussed how mainstream marketers are losing out with conventional advertising.两个星期前我写的“电力包装” ，并讨论了如何主流市场失去了与传统的广告。 I offered information on the importance of how your packaging needs to engage, evoke, and engross the consumer with the right marketing message.我提出的信息的重要性，如何包装你需要参与，唤起，并独占消费者的权利的行销讯息。

Just this week Ad Age reported that a new book reports that 37% of all advertising is wasted.就在这个星期的广告时代的报告说，一本新书报告说， 37 ％的广告是浪费。 The book by marketing industry veterans, Greg Stuart and Rex Briggs, details a five year research project that tracked $1 billion in ad spending by 36 major marketers and concluded that 37% of all advertising spending is wasted.这本书的营销行业老兵，斯图亚特和獭布里格斯，详细一项为期五年的研究项目，跟踪了10亿美元的广告支出的36大营销并得出结论认为， 37 ％的广告支出是浪费。

I agree that it is wasted.我认为这是浪费。 I have been studying this issue for a while and looking at advertising marketing messages (especially on the packaging).我一直在研究这个问题了一会儿，看广告的营销信息（尤其是在包装上） 。 I wonder every time I see a new campaign at whom is it aimed.我不知道我每次看到一个新的运动，人是它旨在。 Most the time it’s totally unclear to whom the product is aimed.大部分的时间，完全不清楚他们的产品是。 Despite all that is being written about marketing to various demographic groups, they still don’t get it in the advertising messages.尽管所有正在写营销的各种人口群体，他们仍然没有得到它的广告信息。 Major demographic markets are overlooked.主要人口市场的忽视。 In fact, I will be speaking about some important demographics at two upcoming conferences.事实上，我将谈论一些重要的人口在两个即将举行的会议。

So think about causes that your company can identify with.因此，思考原因，您的公司可以识别的。 Consider causes where there is synergy between the message and the product.考虑原因有协同关系的信息和产品。 Don’t just pick a cause for a marketing gimmick.不要只选择一个事业的营销花招。 It needs to complement and expand your brand.它需要补充和扩大您的品牌。

How can you integrate the cause into your product packaging?你怎么能结合的原因到您的产品包装？ Can you successfully create a compelling message?你能否成功地建立一个引人注目的讯息？ Will the “cause” and the manner in which it is portrayed on your product packaging engage the consumer and get them to pick your product up off the shelf?将“原因” ，并以何种方式描述它是您的产品包装进行消费，并让他们选择你的产品了现成的？

Cause marketing is a valuable and innovative marketing tool.营销事业是一种宝贵的和创新的营销工具。 Successfully utilized it can get expanded media coverage at different times during the year.成功地利用它可以扩大媒体的报道在不同的时间在这一年里。

So, think about the causes that make sense for your product.因此，思考的原因，使适合您的产品。 Integrate them into your marketing plan.把它们纳入自己的营销计划。