When Bad Things Happen to Good Packaging

Last week, I got a call from Japan News reporting here in the US. They wanted to know what was happening regarding the use of the words “China Free” on product packaging and labeling. The plans were for a big expose of “contaminated” products coming out of China. I’m sure you have seen the news and are concerned about possible contaminates. But what about the consumers’ perspective? A negative ground swell of public opinion could dramatically influence your product sales if it’s coming out of China.

That’s a bad thing and it could happen to your product.

Consumers are taking an interest in product packaging, how much, how to dispose of it where it’s coming from and how much strain is it putting on the environment. It’s hard to anticipate the voice and power of the consumers. Once an issue becomes mainstream in the media it could be detrimental to your sales. The fact is that most consumers haven’t a clue as to the role packaging has to play in getting a product to the stores. All they know is the negative implications of “bad, bad” packaging.

Think about the holidays and all the spin over “wrap rage.” Reporters are still writing about it on a weekly basis. What if they pick your packaged product to rage about? Will you be prepared to face the onslaught?

Many times these packaging issues come out of the blue. Remember the aseptic ban on juice box packaging in Maine? It has since been repealed, but it came out of nowhere and was the result of consumer misinformation. Or what about the aerosol can ban in Chicago? I remember that one well as I had a client that manufactured spray paint at the time.

Bans can happen overnight taking the product manufacturers unaware with a serious impact on their business. Look at what is happening to plastic bags and the bans in various communities and the replacement of the t-shirt bag with reusable alternatives. I remember when the t-shirt bag was invented and the latest rage in the supermarkets, now its well on its way to becoming obsolete. Pity the plastic bag manufacturer.

Similar circumstances could happen to your product and its packaging. Another hotly contested issue is the use of plastic water bottles (by the way bottle water sales has outstripped that of soda). This battle is far from over. In fact, I will be addressing some of the packaging alternatives in my upcoming presentation Sustainable Packaging “From Green to Great” before the Wal-Mart crowd in two weeks.

The point is that sometimes you can’t ascertain what issue will stir the consumer into a frenzy about your packaging. You can, however, understand the issues that consumers are concerned about. In recent cases, it is mainly the environment. It’s hot and getting hotter. So, it’s imperative that you give some thought to your product and how it’s currently packaged. Is it likely to be an issue of contention? For example, if you are providing a natural or organic product is your packaging “natural” too? Sometimes there are no alternatives.

“Green” product packaging is in its infancy and there are some examples that aren’t really “green.” The bottom line is that it’s going to be all about the consumer perception and how well your “green” product packaging integrates with your brand. I have already learned of some examples where CPG companies thought they were solving the environmental issue only to be perceived by consumers as spouting “packaging greenwash.” You may think your packaging is “good” only to have it bashed by the consumer. It’s all in the eyes of the beholder. So in reality, bad things can happen to good packaging despite your best efforts.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

How to Tell If Your Packaging Will Sell Your Product

Just because you have a great product doesn’t mean its going to sell. Or even if you have it in the right retail environment that it’s going to fly off the shelf. Your consumer is a moving target.

Packaging a product the right way entails much more than just creating a box to put your product in. Sure, you are going to get it there in one piece, we hope but gone are the days of the box acting as only a protective shipping container. Today, the packaging is the retail salesperson.

The box or package is expected to provide the necessary information to make an informed shoppers’ decision. You have to get your customer to pick up your product first before they will buy it.

Here are 5 questions you must answer that will help you determine whether your product packaging will sell.

1. Who is your core consumer?

You have market trends, demographics and market niches that are continually evolving at any point in time. If you are not staying on top of these trends, then your product isn’t “connecting” to them with the right message. That core “message” or the mechanism to speak human is one of the most important attributes of your product packaging.

Your product packaging must connect with your core consumer on multiple levels. Before you can sell anything you need to understand who they are.

2. What is the competitive environment for your product packaging?

So start your analysis by viewing your package from the eyes of the consumer. If you are buying it, what’s going to compel you to pick it up off the shelf? Or is it just sitting there lost amongst rows of competitive products? Think in terms your package calling out to you I’m here “buy me, buy me.” Does your product do this? If not, your package isn’t doing its job by persuading a consumer to purchase your product.

3. How does your consumer shop?

Do you know your customers current buying trends? Several years ago, we went through the super-sized phase. There are still a lot of super-sized packages; however, buying trends are changing to smaller sizes in general. To package smaller does not mean less profit, in many cases it means more. Consumers are willing to pay a premium for convenience, ease of use and a smaller quantity. Remember the three premium baking potatoes in a package cost almost the price of a 5 lb. bag. If you live with just one other person, do you really need 5 lbs. of potatoes?

Your package has to marry with your consumers lifestyles. If you don’t know what that is then you can never develop the right product packaging that will appeal to them.

4. What is your packaging’s USP (Unique Selling Proposition)?

70% of purchasing decisions are made in the store. And the decision whether to pick up your package or not is made in 2.6 seconds. That’s a few seconds of retail sensory overload that is going to determine whether or not your product will sell. So, your package better have the RIGHT message geared towards the RIGHT audience.

Convey the information about what is inside and how it’s going to help the consumer solve a problem. That’s an important factor to remember. When someone looks at your product they are thinking, “What is this product going to do for me?” You know, WIIFM. That is the What’s in it for Me consumer?

If you don’t know the answer then your product will never connect with your core consumer.

5. What are the consumer hot buttons that your packaging must reflect?

In addition to environmental concerns consumers are concerned about labeling and product security. People are reading labels and scrutinizing them.

What it says on that label will influence whether they buy your product or not. The point being is that any high profile package or product will be looked at thoroughly by consumers. What you tell them better be the right message and true.

What about product security and integrity? Given the rash of recent product recalls (for a variety of reasons) product security has become paramount. Could a product recall put your business in jeopardy?

All these questions need to be answered and not just with the initial package design, its an ongoing process. As I mentioned at the beginning the consumer is a moving target and your package has to move along with them in the right direction. Be sure the consumer you are trying to capture continually receives the right message.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Your Packaging Scorecard

Recently I’m coming across a variety of new packaging trends or terms and it got me to thinking about how informed the average person is about product packaging. I know you are all busy doing your jobs and it takes a lot of time to keep current of what is new in product packaging or what may influence your products success. It’s hard for me to keep up on a daily basis and that is all that I do for my clients.

Perhaps as a way to ascertain what is hot and what is not you should create your own “packaging scorecard” as way to measure how tuned you are to the latest in the consumer perceptions of product packaging and how it could impact whether your product will sell or not!

Consumers are very fickle about packaging issues. In fact many times they don’t even understand the role of the product packaging itself. Lets take all the hue and cry over green product packaging. You would think consumers are clamoring for more environmentally responsible packaging. But just this morning I read that despite what we read about the desire for more “green” packaging the beauty industry reports that 25% of French women and 20% of British want recyclable beauty packaging, US women just 12%. Slightly higher than that magic 10% of greenies that are already in that space anyway.

So, should this be an issue in your packaging scorecard? Well, that depends upon what your niche is. In any case its a movement to watch and be aware of so I’d add it to your list.

What about “shrinking” consumer product packaging? Will companies reducing the size of the product and keeping the price the same create a groundswell of consumer outrage. The media think so. If I were you I would add this to my scorecard. There is a lot being written about it. If I were a smart marketer I’d figure out a way to add “more” to my product for the price rather than less.

Value for your money is a trend and its not going away. Just look at the growth of private label at the expense of branded products. This definitely would be on my scorecard.

The point is that you can take a few packaging trends and consumer hot buttons and create your own packaging scorecard. It will help you track how close you are tuned into the latest consumer issues.

Just remember the scorecard is not static. It needs to change as issue evolve or are resolved. A few minutes a week is all it takes to stay on top of the needs and issues of your core customer.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Fix My Packaging!

Perhaps the number one request that I get is: “Help me fix my packaging.” To which I always reply, “What exactly is the problem?” Surprisingly, very few people can actually answer why their product packaging isn’t working.

It seems simple on the surface but the true packaging problem might be caused by multiple reasons or a host of things that you have not done. I’ve created a short check list to help you determine what might create the problem. So, let’s think through a few potential problem areas that are easy to resolve.

1. Can you define your customer?

Well, let me give you a clue. It’s not everybody (which is a common answer by the way). You should have a target demographic in mind and you have to understand their wants and needs before you can package a product for them. Universal packaging that satisfies everyone. That’s a myth. You can’t be all things to all consumers. More importantly, your packaging needs to be on target to the right audience with the right message.

Drill down to your ultimate customer.

• Who is going to purchase your product and why?
• What is in it for them to purchase your product?
• Are you answers to those two questions evident on your product packaging?

Here are a few examples:

Is the product easy to use or simple to prepare? Are you telling them that on the packaging? Words like easy, simple, ready in X, no assembly needed are crucial to conveying your product’s attributes.

Does the consumer need a solution for a busy on the go lifestyle? What about your product packaging addresses that issue? Is it portable, or easily carried, is it a single serving or portion? Consider this specific example: Campbell’s® Soup at Hand® is a great way to eat right when you’re on the run. Our heat-and-go microwavable cups let you enjoy sippable soup. Campbell’s saw a problem and provided a packaging solution.

2. Why would someone pick up your product off the shelf?

Does it “speak” to your customer or is it tired and dull in comparison to the competition? Is it a different color, shape or does it have a unique feature that differentiates it from another product? Does it intrigue the consumer to take a closer look?

Here is a good example. I recently had occasion to look for some nonstick cooking spray. I went to get my old standby which is PAM. When I got to the shelf I was fascinated by a new entry, Mazola Pure. The uniquely shaped can had a soft subtle textured look that begged me to pick it up for a closer look. The package told me things in simple language: no alcohol, no silicone and fat free. Guess which product I bought?

3. What is your USP (unique selling proposition) about your package?

Are you a “me too” brand? Are you mimicking the competition’s product rather than branding your own message? There has been a plethora of look alike products trading on name brands. Is it working? I don’t think so. First, you may be infringing on someone else’s trademark with “copycat packaging.” Second, consumers are seeking out high quality non-branded products. Private label packaging is on the rise at the expense of branded products.

Think about what message you are conveying. Do you want to look like a cheap imitation or is your product packaging standing on its own merits?

4. How much competitive shopping have you done lately?

When was the last time you walked the store isles? I know we all have an ego trip looking at our product up on the shelf. But I want you to step back and get a fresh perspective. Are you really seeing it from a consumer’s eyes? Shop other categories too. Look for packaging innovations that can crossover into your product category.

Think about how a novel or unique product packaging approach can solve a consumer problem or issue. One of the best innovative packaging examples I saw recently was the introduction of Wish-Bone® Salad Spritzers. They took a prime target (women) addressed dietary and health issues (weight watching) and provided an innovative way to dispense the product (spritzing vs. pouring).

5. What’s new in the world of packaging that you can incorporate into your product packaging?

Does your package smell or talk or do a myriad of things that help differentiate your product from the competition? Does your packaging tell you when it will expire or offer a safe date to give the consumer peace of mind in using your product? Think product recall fears. How can your product packaging allay consumer’s nervousness about product contamination?

The consumer wants to buy your product. That’s why they are in the store. Make it easy for them to decide on your product vs. the competitor. Talk to them through your product packaging. Make it easy to understand, simple to use and allow it to satisfy a need.

Above all, step back and look at your product from a customer’s point of view. What aren’t you doing right that makes your packaging need help?

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging Problems

What is your worst packaging experience?

A lot of people say it’s getting the toys out of the box at Christmas or getting those blankity-blank plastic clamshells open. It’s a fact that hard to open plastic clamshells have been so maligned that there is even terminology given to that product category: “Wrap Rage.”

There are lots of reasons why a plastic clamshell is a great solution to your product packaging, but plan to give it some thought before choosing this solution. Consumers hate clamshells, so consider that when developing your product packaging.

Have you done all of your homework and considered potential problems? Does the potential exist for something unexpected to come up and cause your packaging to become a problem?

Take “Fabuloso” for example. What looked like a great packaging concept with great bottles and terrific colors is in trouble. Why? Because consumers mistakenly think it’s a beverage since it looks so similar to sports drinks. Tragically, some consumers have actually drunk the cleaning product.

Or “Cocaine” the energy drink is under attack by anti drug campaigners because it claims to be the real thing even though it’s just a heavy jolt of caffeine.

The latest into the fray is SPYKES, a fruit flavored alcoholic beverage that is giving mothers of teenage children a fit. It is a great packaging concept, but it has problems because of who it’s marketed to.

Let’s go back to Tylenol in 1982. Seven people were poisoned by unsecured packaging and that incident spawned an entire new category of product packaging… tamper evident. See more on tamper evident in the packaging examples section.

You are not immune to product recalls either. How may product recalls have you read about lately that didn’t specify the right ingredients on the product packaging? That’s grounds for instant recall.

Remember the recall that hit Cadbury? Cadbury Schweppes was forced to recall over twenty of its core UK Easter products after failing to display nut allergy warnings on the packaging.

Many times you cannot predict what will happen even if you have done all your homework. I mentioned earlier the Wolfgang Puck’s exploding latte cans that had to be pulled off the shelf. Just remember to expect the unexpected with any new and untested package or a new package innovation.

Try to extrapolate any possible outcomes that could occur before committing your product to the marketplace. It’s a lot easier to correct a problem before it goes out the door. You save yourself the bad publicity that comes from a package that doesn’t work or doesn’t perform up to expectations.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Ten Principles Of Marketing

There are four parts to a marketing system and they rest on ten cornerstones.

Marketing results are only as powerful as your marketing systems.

To build your marketing system you need to be able to do four things: attract, convert, leverage and retain. With these four accomplishments and the practice of the ten cornerstone principles of marketing, success will come.

Here are the 10 cornerstone principles to marketing success…

The Principle of Packaging—The way you package your product or service is a deal breaker. If you sell a product, it has everything to do with the packaging, the colors, the box, the container — everything. If you sell a service and offer just one service, there still needs to be packaging. Just a different time. Packaging for a service provider resides in their offer. If you offer one solution which most independent professionals do, like an hourly or day rate, then you don’t have a package. A package is a combination of items that create an offer that support the client in accomplishing their goal.

The Principle of Differentiation—You want to be the red crayon in the box of white crayons. You must know how you are different from your competitors and you must be able to convey that in all your messages in a way that your prospects pick it up simply. If you think you don’t have any competitors, you do. If you know you are different and don’t convey it, you lose. You must leverage your differences.

The Principle of Repeat Business—One-time buying is short-term revenue and requires ten times more work to find new clients. Keeping multiple, a lifelong paying client is your objective. If you offer a one-time event, you do not have a marketing process — you have a single sale. A marketing process sells to clients over and over again.

The Principle of Frequency—The number two reason businesses fail is because they don’t stay in touch with previous clients. Frequency builds trust and trust is a requirement for a sale.

The Principle of Multiple Streams—Having many ways for people to buy from you always provides the desired revenue results. This requires a combination of active sales (where you participate) and passive sales (that sells without your presence).

The Principle of Reciprocity—This principle, also considered an exchange, is about relationships and networks. If you want to be alone, then your battle is gong to be long, hard, and it will fail. Build your vendor team, your Research & Development team, your administrative team, your strategic alliances, your bartering team, and your attraction will multiple. This works on the principle: “you scratch my back and I will scratch yours.” It is not just about relationships, it is about the value of those relationships.

The Principle of Likeability—If people don’t know you, how can they like you? They need to like you before they will trust you and they must trust you before they buy from you.

The Principle of Communication—This is the most valuable asset you have. Communication is like your bank account: when you communicate correctly, you have a deposit, when you fail to communicate you will have a withdrawal. If, on balance they get “insufficient funds,” that client is gone. Always ask, “Am I providing value that creates a deposit?”

The Principle of Perception—Your client’s perception creates the sale. So many business owners think their service or product is absolutely great and they cannot understand why it is not selling. It is because they developed their product or service according to their perceptions and not their prospects’ needs. Perception begins with what your employees think of their job, so start with their job responsibilities and titles. If your receptionist is the main point of contact for your company, change her perception of her position and your client’s impression will alter. Call her the “Director of First Impressions.”

The Principle of Emotion—Eighty-five percent of the buying decision is made from emotions and then justified with logic. This means you must first connect with their emotions and then give them the logic to justify what they bought. You cannot do one without the other.

About the Author

Catherine Franz is a marketing and writing coach specializing in niches, product development, internet marketing, nonfiction writing and training. For more information visit AbundanceCenter.com.

The Purpose Of Packaging Design

Package design is not decoration. Did you know that 80 percent of all purchasing decisions are made in-store? As traditional media is being revolutionized right before our eyes, your packaging will most likely be the first introduction a consumer has to your product and we all know how important first impressions are. Your package is a valuable asset that can make or break the sale of your item and should be considered as important as the item itself. After all, no one is even going to try your product if the package is not appealing… there’s simply too much competition to choose from.

Let’s review four key packaging attributes that should be considered prior to making any packaging decisions. Innovation, visibility, content and appeal.

Innovation

The buzzword in product development today is innovation. You can only color and shape a toilet brush in so many ways before you have to start considering how to change the mechanics of the product, thus the invention of disposable heads. The same theory can be applied to packaging design.

Take Target’s pharmaceutical packaging for example. For years your pills were delivered in the same cylindrical bottle with the same small text and illegible instructions. Hopefully you didn’t have more than one family member with prescriptions or else your medicine cabinet really became confusing. With the innovation of Target’s bottle, not only do you know whom the prescription is for by the color band but also the name of the medication as it is clearly indicated on the top of the bottle. Target’s slimmer bottle design allows for a better fit in your cabinet and easier-to-read text on a non-curved surface. Target’s innovation of the pill bottle was a great way to kick off their new pharmacy and draw a following of consumers who were looking for a better experience.

Visibility

The visibility attribute sets your product apart from your competitors. Before beginning a package design project, a category audit should be conducted. It is important to discover who your shelf neighbors are and what attributes they possess in order to design for difference.

Think about the vegetable aisle in your grocery store. Everything is green. Yes, it must be green or the consumer will not buy it. Shoppers expect green for their vegetables and red for their sauces … there is no getting around that. So what can someone do to stand out on a shelf with those kinds of constraints? How about simplify. Recently Publix redesigned their generic items. Not only do the Publix products retain the bargain look, but the simplicity of the design actually makes the product stand off the shelf in a world of green. It is not the most elaborate design but it is perfect for a brand of that price point. Their redesign jumps off the shelf far quicker than many of their counterparts.

Content

Examine the difference between Nordstoms and JC Penney. You walk into Nordstroms and your senses are immediately affected. The sound of a piano player in the middle of the store and the fact that you are not bombarded with sale items or cluttered aisles of merchandise allude to a feeling of elite. You immediately sense that the store is upscale. Now think about JC Penney, you can barely walk through the store without knocking something over nor can you see past 10 feet in front of you as the aisles of merchandise are stacked high. This environmental scenario will tell you that somewhere in JC Penney there is a bargain for you. Neither of these scenarios is incorrect. It is all about your brand and how you want your product or service to be perceived.

Content for packaging works similarly. If you clutter your package with flashy stickers of “New!” or “As Seen on TV”, expect to set your product to a lower price point. On the contrary, develop a package with a sleek design and less clutter, expect a perception of higher quality and set your product at a higher price point. Remember, you still must uphold your brand promise. Putting junk in a nice box does not change the fact that it is junk.

Appeal

Lastly, the most important attribute is appeal. The word attribute is used loosely in this case, as appeal has to do with the combination of Innovation, Visibility and Content. After you have examined these key attributes, you must determine if your solution is appealing. The best way to determine appeal is to conduct research specific to your objectives.

As television ad viewers and radio listeners decrease due to a recent shift in lifestyle habits, the importance of your package speaking for you is immeasurable. Your package is akin to a first impression of your product and company. Uniqueness, appearance and content determine whether a person is worth engaging in conversation and the same goes for your product. Make sure that your product can easily make that leap from shelf to hand.

About the Author

Laura Denman is the Strategy Director for XO Create! who provides expertise in package design for the youth market. XO Create! assists organizations in positioning and moving product through compelling packaging solutions. You can contact Laura at (678) 319-4242 or by mailing:

XO Create!
1320 Union Hill Industrial Court, Suite C
Alpharetta, GA. 30004

Marketing? It’s All About The Packaging!

What is marketing if it isn’t just effective packaging?

Confused? Good! It’s the first step to learning something new and exciting.

The product doesn’t matter. Everyone else sells it too. The only way to make it different is to change the packaging. The packaging makes all the difference.

Instead of trying to sell a product or a service, why not sell the package? But just what is the package? Ahh… good question.

The package is the emotion.

What do you really sell? It’s not a product, or a service, or a bunch of features, or even benefits. It’s an emotion. Everyone wants to feel better. There isn’t a person on the planet who doesn’t. So start making people feel better and your sales will soar… astronomically!

So how do you do that? How do you package up an emotion and sell it?

Here are some clues…

People in life do more to avoid pain than they do pleasure. It’s a proven psychological principle. So there’s a good start. How can you remove the fear of buying with a risk reversal guarantee? That’s good packaging thinking.

How can you remove people’s frustrations? How can you tell people you can get them out of pain? What way can you help them to avoid pain, reduce their fear, eliminate their stress, worry, and apprehension?

That’s packaging. That’s the competitive edge.

What about the pleasure side?

How can you make people feel great? No one wants to be satisfied. Think about sex. Would you like to tell people you had a wonderful weekend with a new friend where you had lots of satisfactory sex?

Of course not! No one wants to feel satisfied, unless it’s after another wonderful feeling.

People want to feel wonderful, excited, passionate, enthused, happy, joyful, contented and peaceful. So how can you package your product to make people feel that? How can you relate what your product is to how they will feel?

Then how can you communicate it with colourful words and language so they get a sense of anticipation and joy, even before they buy, so they can’t wait to experience the feeling that can only come from ownership?

Now for the million dollar question.

How can you combine both?

When you combine both, WOW! That’s power. That’s persuasion. Can you imagine it? Can you see it? Can you feel it?

That’s marketing! That’s true power. That’s how you make MASSIVE profits! That’s how you live the lifestyle of your dreams that others envy!

About the Author

Tim Stokes is a strategic marketing genius! He understands packaging. That’s what sets him apart. To find out more about this amazing man, visit BBMS.com.au.

Packaging 101

Feeling overwhelmed while trying to develop a package for your product? I’m not surprised. Packaging is the third largest industry in the country. In fact, there are more than 10,000 packaging manufactures in the US alone. The proliferation of material choices and vendors is extensive. To begin you will have to narrow the resource and material universe before you package anything. That is your first step because you can’t have a product without a package.

Which vendor is right for you? What is your packaging material of choice? Do you understand the differences between each material and what value each will bring to marketing your product? How do you sift through the mounds of information and resources to set started packaging your product?

Here are 5 easy rules to get you started.

1. Do Your Homework—Before you decide how you want to package your product you need to see and understand what is already available in the marketplace. Even if your product is the greatest new invention out there, you will still have competition of some sort. Start by checking that out first. Visit outlets that carry similar products or products in the same category. For example, if you have a houseware product you should check out places that market housewares. Don’t just pick one outlet. Go to a variety of stores. You don’t want to develop a great new packaging concept only to find someone else is already doing the same thing. The more you look the better informed you will become. Be careful not to go into information overload by visiting every retailer outlet out there. This will only serve to confuse your decision making process.

2. Pick Your Packaging Material—This isn’t as simple as it sounds because there are many external factors influencing why products are packaged in certain types of materials. Certain products lend themselves special merchandising. Some products can only be merchandised in certain materials. How the product is merchandised may dictate what type of package material you use. For example, if you need clarity to see the entire product then you are probably going to want plastic. The choice of material may also be dictated by availability.

Packaging materials are classified by their primary raw material. Two simple examples are paper and plastic. Within in each material type are numerous sub categories of different types of packaging. If you chose paper packaging it might be a box, a bag, a drum, a tube, a canister and so on. See the variety of choices? It’s easy to become inundated with options and hard to figure out what is the best choice. As products lend themselves to several different packaging materials, it’s best to start with what you know is working with similar products. Even if you choose the same material as a competitive product the package doesn’t necessarily need to look the same.

3. Optimize Your Package Profile—This is what is called the retail footprint, i.e., how much space will your product take up on the shelf. Your goal is to have the smallest size or amount of packaging you can while optimizing the shape and design of the package. It’s important to understand the concept of the retail footprint. Retail space is at a premium so the smaller amount of space you use the happier the retailer will be. They may even specify that your product only be allowed so much shelf space. In any case, you need to understand the concept and incorporate that in your sales pitch to retailers.

Many times you can package your product in variety of different ways. This is where creativity comes into play. Your product doesn’t just have to sit on a shelf in a box. It could sit upright; it could hang or be displayed in a floor stand or similar merchandiser. There are many unique ways to merchandise any product. You just have to think outside of traditional ways of doing things. Look at other products from different industries. See if you can’t incorporate design ideas into your own product packaging.

4. Be Prepared To Take Advice—I know you are in love with your product and you are sure you have ALL the answers, but you can’t be an expert at everything. Listen to what other people have to say about your product packaging. Don’t get so caught up in your own ideas that you make design mistakes or mistakes in merchandising. Get a reality check from someone who knows nothing about your product. See if your packaging concept is compelling to an outsider. By that I mean that they are interested enough to pick your product up off the shelf.

There are many resources available to you at little or no cost. Many vendors provide design expertise as part of the order. There is an unlimited amount of resource materials that can give you basic information that can save you many hours and costly mistakes. Be sure and spend time checking them out.

5. Think Big, But Be Prepared To Compromise—I know your product is fantastic, but you may need to start out on a smaller scale than you envision. One of the largest obstacles might be finding a vendor. In general, custom packaging is relegated to large volume orders and you are probably not there yet. But don’t despair.

Look for stock items that can be customized. The stock container market has improved dramatically with innovation and new designs. In fact there are many companies now that provide only stock containers. You can customize stock on a smaller scale. With a simple label change, your package may there. Also ordering in a limited quantity allows you to change and modify your packaging as your sales increase. You don’t want to have 10,000 old packages on hand when you have a design change or need to change what’s on the package due to some regulatory issue.

The important fact is to understand that packaging is not static it evolves and changes with consumer needs and demands. It can even change because you have more business and can order in larger quantities. What worked in the past may not work tomorrow. You need to be innovative and creative in your thinking. Look for guidance and expertise in outside resources. Keep up with packaging changes and materials. Don’t get caught ordering too much stock that you can never use. Think big and start small.

Don’t wait until it’s too late. Make packaging your first thought, not your last.

I get hundreds of inquiries a month asking how to package products. Most of the time, they are in crisis mode because they did not think about the package until crunch time. I just got a call from an entrepreneur whose packaging was a disaster. She never thought about the role packaging plays in her product’s success until her retailer said “NO WAY” to her product packaging. She had to start over. As a result, she lost a great deal of money in the process.

To help others learn that lesson before it is too late, I have come up with a basic workshop offering education on packaging products to sell. Whether you are an entrepreneur, inventor, work from home mom, or a small business person with an idea or product it is imperative to understand the role packaging plays in a successful product launch. Packaging 101… it is simple and offers the basics of what you need to know.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging For Women

In just one month three California vineyards have introduced new wine product lines specifically targeted to women.

The product offerings are intriguing with names such as “White Lie” and “Mad Housewife” to the latest introduction “Working Girl White.” These wine companies are responding to the message: A wine just for women.

Interestingly, all three wines have different product approaches. From clever white lies on the corks, to retro chic on the bottle graphics each has its own unique appeal.

What’s the driver behind this new product offering? Quite simply, it is the demographics. Women either make or influence 85% of the purchasing decision and companies are finally waking up to that fact. Unfortunately, just taking the man off the box and replacing it with a woman isn’t the answer. Nor is it to use pink packaging or other feminine colors.

So what do women really want in their product packaging? What will entice them to pick your product off the shelf? What siren screams “buy me” as she walks down the isle? The answers are not what you might think. Women perceive products differently than their male counterparts. They have different expectations of products. Women say that they product manufactures don’t understand their wants and needs either. In fact 59% of women feel misunderstood by food marketers. This market segment accounts for 60-70 of all product packaging.

So, how do you get this powerful consumer to connect with your packaging? First, see the product though the woman’s eyes not the designer’s or brand manager’s. In my recent research, product attributes such as the shape and color were important to people in the packaging industry but not so important to the average consumer. The mostly highly rated characteristics that both groups agreed upon were convenience, ease of storage, and female friendly elements such as the size of package and handles for carrying.

Second, consider how and where the product will be purchased. External factors can influence the purchasing decision as to how and where a woman shops. Recent studies show that women on average no longer make a big “stocking up trip” to the store. In fact they make numerous short trips to get the essentials for the moment. Today’s shoppers are under tremendous time constraints and are willing to pay a premium for the privilege of more free time.

Finally, it is imperative to get noticed. How can you grab their attention? Make packaging simple, easy to read, and use. Get rid of the gimmicks and the hype. More than 89% of survey respondents said they would not purchase a product because it was endorsed by a celebrity, and those that did were embarrassed to admit it. Cause marketing also scored low on the scale of importance in influencing a purchase as did their concern for the environment.

So listen to your female buyers the next time you designee a new product, bond with them on an intrinsic level not through gimmicks or the current “in” celebrity. Make your product easy to read, use and time sensitive. By adhering to these fundamentals you will have garnered her attention.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

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