Polyethylene Bagging Services聚乙烯套袋服务

There are always new and outstanding opportunities for packaging retail products.总是有新的机会和优秀的包装零售产品。

For example, an item in a poly bag with a header could be upgraded to a blister pack and garner a higher price point due to a greater perceived value.例如，一个项目在一个多袋头可升格为吸塑包装，并获得更高的价格点由于更大的感知价值。 Or a product on a skin board could be packaged into a clamshell and, not only look better, but offer greater protection from damage.或产品对皮肤董事会可以打包到一个翻盖式和，不仅好看，而且提供更大的保护免受损坏。

Recently a major snack food manufacturer discovered that the printed polyethylene sack offered numerous benefits over the corrugate trays they had been using for their individual snack items.最近的一个主要零食生产商发现，印刷聚乙烯袋提供了许多好处的波状托盘，他们一直在使用他们的个人小吃项目。 Not only did the printed sacks cost less than the printed trays but consumers loved the brighter and snappier graphics available on the plastic sacks and thus bought more product!不仅印刷袋的成本低于印刷托盘但消费者喜爱的光明和snappier图形可在塑料袋，从而购买更多的产品！

The brown bag with a handle on it has been around grocery and department stores for decades but the idea of delivering multiple single serve units within a sack just hadn’t caught on in the manufacturing arena.棕色袋子的处理上已经有杂货店和百货公司，但几十年来的想法，提供多种单服务单位一袋只是还没有发现在制造业领域。 That is, not until high impact graphics were added and a manufacturing system that could be used to package large numbers of sacks within a single shift.也就是说，不高的影响，直到增加了图形和制造系统，可用于包装大量的麻袋在一个单一的转变。

But how did this revolutionary sacking technology and solution evolve?但是，怎么这个革命性的罢免技术和解决方案演变？

Aaron Thomas Company, working with the FORMOST Equipment Corporation, took basic bread bagging equipment and re-engineered the loading areas and in-feed designs to handle the loading of multiple single-serve corn and potato chip bags into pre-made printed sacks.阿龙托马斯公司工作的首要设备公司，在基本面包装袋设备和重新设计的装载地区和饲料的设计处理装载多个单一服务玉米和马铃薯片包到预先取得印刷袋。 The mechanisms necessary to automatically fill the sacks were then fine tuned to neatly pack the sacks with organized rows of product to reduce damage and enhance customer satisfaction.必要的机制来自动填充的袋子，然后良好的调谐，以整齐的麻袋包装与有组织行的产品，以减少损失和提高客户满意度。

Later, a process to automatically seal the bags with standard or double heat seals was incorporated as was in-line pass or fail check weighing validation, automatic bag labeling, and multi-wicket sack feeding.后来，一个进程，自动密封袋标准或双热封条被纳入作为在网上通过或失败的验证检查称重，自动包标记，多边门一袋喂养。 It took almost a year to incorporate all the modifications necessary to maximize production throughput and to minimize production costs.花了将近一年，将所有必要的修改，以最大限度地提高生产能力和生产成本降到最低。

This revolutionary packaging technology is now available in all three of our locations.这一革命性的封装技术，现已在所有三个我们的位置。 It has even been co-opted by our client and is used now nationwide in each of their manufacturing facilities!它甚至被增选我们的客户和现在使用在全国各自的生产设施！ This resulted in our being honored with the prestigious “Contract Manufacturing Supplier of the Year” award in recognition of our efforts and accomplishments.这导致我们被荣幸的声望“合同制造年度供应商奖” ，以表彰我们的努力和取得的成就。

As you can see, packaging revolutions are challenging but not impossible if the right conditions are met.正如你所看到的，包装革命的挑战，但并非不可能，如果适当的条件得到满足。 First, you need a strong vision of how you want your product packaged and the benefits it offers over existing packaging solutions.首先，你需要一个强有力的远景如何您希望您的产品包装和它的好处提供了在现有的封装解决方案。 Second, you need a product that has the volume and longevity to justify the emotional buy-in and capital investment of your contract packaging partners.其次，你需要一个产品，数量和长寿的理由感情买进和资本投资的合同包装合作伙伴。 And finally, you need a contract packager that has the ability to think out side the box… or tray in this case… to get the job done.最后，你需要一个合同的包装，有思考能力的一方的方块或托盘...在这种情况下， ...才能完成任务。

Packaging Inventions That Save Lives包装发明拯救生命

I just returned from speaking at an invention show on how to package your invention to sell.我刚才回来发言时显示的发明就如何包装你的发明出售。 I saw a lot of great, innovative products that had a lot of merit.我看到很多伟大的，创新的产品，有很多优点。 Some of them could become the next, new, “hot” consumer product.其中有些人可能会成为下一个新的， “热”消费类产品。 However, what struck me the most was that everyone focused on what they were developing not whether it would appeal to the consumer.然而，很让我吃惊的是，每个人都专注于他们都是发展中国家没有是否会呼吁消费者。 They seemed to even ignore a consumer need for their product.他们似乎忽略甚至一个消费者需要的产品。

I watched American Inventor while I was in away and that same judgment was reinforced.我看过美国的发明家，而我在离开，并同时判决是加强。 People invented things that had absolutely no market potential whatsoever.人们发明了东西，绝对没有市场潜力的。 Not matter how clever, catchy or innovative the packaging might be to lure the consumer into the purchase, it can’t save these inventions from an unmitigated disaster.不管如何聪明，醒目的或新颖的包装可以吸引消费者的购买，它就不能拯救这些发明从一个十足的灾难。

It got me to thinking about unfulfilled or unmet needs of the consumer.它让我来思考兑现或者未得到满足的需求的消费者。 These are needs that we all face, whether we know it or not.这些都是需要我们大家的脸，我们是否知道或没有。 How does the package play a role in satisfying a consumer need or creating consumer satisfaction?如何封装发挥作用，满足消费者的需要或创建消费者满意度？

Look at the growth of the prepared or ready to eat market.看看增长的准备或准备吃市场。 All these new food products have been developed because the packaging allows the product to be created.所有这些新的粮食产品已经制定，因为包装使产品的制造。 Without the package, the product couldn’t even exist.如果没有封装，产品甚至无法存在。 The consumer’s lack of time is a major unfulfilled need and consumer goods companies are creating products that address that demand消费者缺少时间是一个重要的实现需要和消费品公司创造的产品，解决需求

Take an everyday item such toothpaste.采取日常牙膏等项目。 Where would we be without the package?如果将我们的套件吗？ Consumers never even think about why that product package was created and how it works to contain and dispense the product while keeping it sanitary.消费者甚至从来没有想想为什么产品包装已建立以及它如何工作，以遏制和免除该产品同时保持它的卫生。 The toothpaste tube fulfilled a need.管牙膏必须履行。

The next great wave of packaging innovation and inventions will come from problems not yet resolved or ones that haven’t hit the consumer awareness button.下大波的包装创新和发明将来自问题尚未解决，或那些没有击中消费者的意识按钮。 Be aware of issues such as security and integrity of the products we buy and consume.意识到问题，如安全性和完整性的产品，我们购买和消费。 Look at all the recent flourish of product recalls and contamination issues: pet food, peanut butter, common everyday items that could kill you or your pet.看看所有最近蓬勃发展的产品召回和污染问题：宠物食品，花生酱，共同的日常物品，可以杀死你或你的宠物。 Are consumers getting worried and paying attention?消费者开始担心和关注？ You bet!你打赌！ Just from the pet food issue alone there has been a slow down of pet food sales and an onslaught of people making homemade pet food.刚刚从宠物食品问题仅出现了放慢的宠物食品的销售和攻击的人使国产宠物食品。

Getting back to toothpaste, have you read about the Chinese counterfeit toothpaste that is here in the US?回去牙膏，你读的中国假冒牙膏是在美国？ It’s quite obvious (according to what I saw in the news) that by looking at the packaging (misspellings and so on) that it’s not a legitimate product (that is only obvious if you read the package, of course).这是非常明显的（根据我所看到的新闻） ，通过看包装（拼写错误等等） ，它不是一个合法的产品（仅仅是显而易见的，如果你读了包，当然） 。 The warning signals are there for the consumer to see.该预警信号在那里的消费者看到的。 But what if the packaging looks normal and the product inside is contaminated?但是，如果包装看起来正常，产品内的污染？ In the next wave of innovation, the package may tell us if the product is bad, contaminated or counterfeit.在未来的创新浪潮，封装可以告诉我们，如果产品是坏的，污染或伪造的。 Seriously, the package may talk, change colors, or do a myriad of other things to inform the consumer to be wary.严重的是，软件包可以谈，更改颜色，或做了无数其他的事情告知消费者警惕。

A packaging company just sent me this staggering statistic.包装公司只是给我这个惊人的统计数字。 “Product tampering at the retail level is growing at more than 13 percent each year.” That’s scary. “篡改产品在零售层面的增长超过百分之十三，每年。 ”这是吓人。 So, what is your packaging innovation that could nip that in the bud or prove that the product had been tampered with before the consumer purchased it?那么，什么是您的包装创新，可以扼杀在萌芽状态或证明，该产品已被篡改消费者面前的购买呢？ That is a huge an unmet need.这是一个巨大的未满足的需要。 It is an important one because most consumers don’t recognize until it’s too late.这是一个重要的，因为大多数消费者不承认，直到为时已晚。 Remember the Tylenol poisonings?记住泰诺中毒？ That created havoc, after the fact.这带来的破坏，之后的事实。 It created a whole new category of product packaging “tamper-evident.”它创造了一种全新类别的产品包装“篡改自明的。 ”

So think about future consumer issues.因此，思考未来的消费问题。 Product security is going to continue to grow.产品安全将继续增长。 We have just seen the beginning of the consumer’s awareness to it.我们刚刚看到的开头消费者的认识它。 Can you create a packaging innovation that will inspire trust and create peace of mind?您可以创建一个包装创新，将激发信任和创造和平的心灵？ Think about the untapped market potential and opportunity for the next packaging invention that can save lives.思考开发的市场潜力和机会，在未来包装的发明，它可以挽救生命。

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。

Packaging That Works包装工程

What products have you purchased lately that you really loved the packaging?什么产品有您购买最近，你真的热爱包装？

One that you have not complained that it’s over packaged but felt like the package really worked in conjunction with the product inside.一，你有没有抱怨，这对包装，但感觉真正的一揽子工作与产品内。

There have been lots of great new packaging innovations that have made our lives easier.有很多伟大的新包装创新，使我们的生活更方便。 There are also so many packaged products that we simply take for granted never understanding that the packaging make it possible.也有这么多的包装产品，我们只是想当然的理解是，从来没有包装成为可能。 These are everyday items that we never consider how they got to us.这些都是日常项目，我们从来没有考虑如何给我们了。

Would we have potato chips without a package?我们将薯片没有一套？ No way.没有办法。

What about eggs?什么蛋？ Did you know that every year there are dozens of egg drop competitions around the country creating new and unique product packaging for eggs?您是否知道，每年都有几十个减蛋比赛在全国各地建立新的和独特的产品包装的蛋？ Have you popped any popcorn in the microwave lately?你出现任何爆米花在微波吗？ It’s the packaging that makes microwave popcorn possible.它的包装，使尽可能微波加热爆米花。 How about toothpaste?如何牙膏？ Are you making your own or are you like the majority of people that buy it prepackaged?你是你自己的决策，或你喜欢的大多数人，预先购买？

The list of packaging innovations that influence our daily lives is astounding.该名单的包装创新，影响我们的日常生活相当惊人。

I worked on a project a couple of years ago to list the most important packaging innovations in the last 50 years.我从事的项目几年前上市的最重要的包装创新在过去的50年。 There were so many choices that it was hard to select the top ten.这里有如此多的选择，这是很难选择的前十名。 Terms like microwaveable, juice box, shelf stable, home meal replacement are direct results of product packaging innovation.条款喜欢用微波炉，果汁盒，货架稳定，家庭餐取代直接结果是产品包装创新。

Now we can’t all come up with packaging innovations that revolutionize a product category.现在，我们不能全部拿出包装创新，革命性的产品类别。 But how can you integrate innovation concepts into YOUR product packaging?但是，你怎么能创新的概念融入到产品包装？

Let me give you a few examples to start you thinking:让我给你举几个例子你开始思考：

• Domino Foods took sugar out of a paper bag and put it into a resalable plastic canister.多米诺食品了糖的一个纸袋，并把它变成resalable塑料筒。
• Sargento Cheese put a reclosable zipper on its shredded cheese packaging.萨亨托奶酪把reclosable拉链就其切碎奶酪包装。
• Heinz Catsup not only created an upside down dispenser but shaped the bottle to fit inside the refrigerator door.亨氏酱不仅创造了一个上下颠倒分配器，但瓶子形状适合在冰箱门。
• Wishbone Salad Dressing developed a spritzable salad dressing instead of pourable.臂沙拉酱制定了spritzable沙拉酱而不是流质。
• Clorox bleach pen that allows a bleaching application to be applied directly to the stain. Clorox公司漂白笔，可以让褪色的应用可直接适用的染色。

All of these packaging concepts had the consumer in mind when they developed alternative packaging methods.所有这些包装概念的消费时，考虑到他们研制的替代包装方法。 In some cases, they fulfilled an unmet consumer need, in other cases they made our lives easier.在某些情况下，他们完成一个未得到满足消费者的需要，在其他情况下，他们使我们的生活更方便。

So what can your product packaging do?那么，您的产品可以包装怎么办？ How will it answer a consumer desire, want or need?它将如何回答了消费者的愿望，希望或需要？ If the package is integral to your product then you better start thinking of how you will answer that question.如果该软件包是不可分割您的产品那么你更好地开始考虑您将如何回答这个问题。 Here is a start to get those creative juices flowing.这是一个开始让这些创造性的果汁流入。

• What can your package do that isn’t being done currently?什么可以做您的包裹不是目前正在做？
• Can you make it easier to use?你能更容易使用？
• Can you dispense the product in a different manner?你能免除的产品以不同的方式？
• Can you extend the life expectancy of a particular product?你能延长寿命的特定产品？
• Can you offer it in different sizes or shapes than the current market?你们可以提供在不同大小或形状比目前的市场呢？
• Can you use less packaging materials or environmentally responsible ones?你能使用更少的包装材料或对环境负责的吗？
• Can you make it easier to store or handle?你能更容易储存或处理？
• Can you make it easier to read or understand what is inside?你能更容易阅读或了解是什么吗？

Even more revolutionary, can your product tell the consumer when the product is spoiled, bad or has been tampered with?更革命性的，可以告诉您的产品时，消费者的产品是44.91坏或已被篡改？ Yes, that technology is out there.是的，技术是了。 Look for it to be the coming wave of new package innovation.查找它是未来的浪潮新的一揽子创新。

Any package innovation that provides product security, integrity and ensures the product is uncontaminated is a winner.任何一揽子创新，提供产品安全，完整和确保产品未被污染的是一个胜利者。 It is imperative that it fulfill a consumer need for product trust.当务之急是，它满足消费者需要的产品的信任。

All of these above are consumer wants, desires, issues or needs.所有这些以上的消费者的需要，愿望，问题或需求。 How can you provide them the product packaging that works in satisfying these (in many cases) unmet needs?你怎么能为他们提供产品包装的工程在满足这些（在许多情况下）未满足的需求？

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。

The Purpose Of Packaging Design的目的，包装设计

Package design is not decoration.包装设计是装饰。 Did you know that 80 percent of all purchasing decisions are made in-store?您是否知道，百分之八十的购买决定是在商店？ 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.作为传统媒体正在革命化的权利在我们眼前，您的包装将最有可能成为第一个引进了消费者您的产品，我们都知道有多么重要的第一印象是。 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.您的包裹是一种宝贵的资产，可以打破或出售您的项目，应被视为重要，因为这个项目本身。 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.毕竟，没有人甚至去尝试，如果您的产品包装不吸引人...有实在太多的竞争选择。

Let’s review four key packaging attributes that should be considered prior to making any packaging decisions.让我们审查的四个关键包装属性，应被视为之前作出任何包装的决定。 Innovation, visibility, content and appeal.创新，能见度，内容和吸引力。

Innovation 创新

The buzzword in product development today is innovation.的口号在今天的产品开发是创新。 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.你只能颜色和形状刷厕所以多种方式之前，你必须开始考虑如何改变机械产品，从而发明了一次性元首。 The same theory can be applied to packaging design.同样的理论可应用于包装设计。

Take Target’s pharmaceutical packaging for example.采取目标的医药包装的例子。 For years your pills were delivered in the same cylindrical bottle with the same small text and illegible instructions.多年来，您的交付药片在同一圆柱瓶相同的小文字和辨认指示。 Hopefully you didn’t have more than one family member with prescriptions or else your medicine cabinet really became confusing.希望你没有拥有一个以上的家庭成员，或与其他处方药品内阁你真正成为困惑。 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.随着创新目标的瓶子，不仅你知道其中的处方是由带颜色，而且名称的药品，因为它清楚地显示在上方的瓶子。 Target’s slimmer bottle design allows for a better fit in your cabinet and easier-to-read text on a non-curved surface.目标更薄瓶设计允许更适合您的内阁和容易阅读的文本的非曲面。 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.目标创新的药瓶是一个伟大的方式，开始他们新的药房和得出以下的消费者谁正在寻找一个更好的经验。

Visibility 可见

The visibility attribute sets your product apart from your competitors.能见度属性集您的产品除了你的竞争对手。 Before beginning a package design project, a category audit should be conducted.在开始设计的一揽子项目，一类审计应该进行。 It is important to discover who your shelf neighbors are and what attributes they possess in order to design for difference.重要的是要发现谁的大陆架邻居们和他们所拥有的属性，以设计的差异。

Think about the vegetable aisle in your grocery store.想想蔬菜过道在您的杂货店。 Everything is green.一切都是绿色。 Yes, it must be green or the consumer will not buy it.是的，它必须是绿色或消费者将不会购买它。 Shoppers expect green for their vegetables and red for their sauces … there is no getting around that.顾客期望的绿色蔬菜和红色的酱汁...没有回避这一点。 So what can someone do to stand out on a shelf with those kinds of constraints?所以有人这样做可以站在架子上与这些类型的限制？ How about simplify.如何简化。 Recently Publix redesigned their generic items.最近重新设计的Publix通用项目。 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.不仅保留Publix产品外观的讨价还价，但简单的设计实际上使产品站在现成的世界中的绿色。 It is not the most elaborate design but it is perfect for a brand of that price point.这不是最精心的设计，但它是一个完美的品牌，价格点。 Their redesign jumps off the shelf far quicker than many of their counterparts.他们重新跳跃现成的速度远远超过了他们的许多同行。

Content 内容

Examine the difference between Nordstoms and JC Penney.检查之间的区别Nordstoms和JC Penney 。 You walk into Nordstroms and your senses are immediately affected.你走进Nordstroms和你的感觉会立即受到影响。 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.的声音钢琴的球员中间的商店和一个事实，即你不是轰炸出售的物品或凌乱走道的商品提到的感觉精英。 You immediately sense that the store is upscale.你立即感觉到，高档商店。 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.现在想想JC Penney公司，您可以通过走不动商店没有敲门，也没有什么比你能看到过去的10英尺在您的面前的过道的商品堆叠高。 This environmental scenario will tell you that somewhere in JC Penney there is a bargain for you.这个环境的情况会告诉你，某处JC Penney公司有一个讨价还价的你。 Neither of these scenarios is incorrect.无论这些情况是不正确的。 It is all about your brand and how you want your product or service to be perceived.这是所有有关你的品牌，以及如何您希望您的产品或服务的看法。

Content for packaging works similarly.包装内容的作品相似。 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.如果您杂波您的封装，贴华而不实的“新！ ”或“看电视” ，预计将您的产品以更低的价格点。 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.与此相反，制定了一揽子的时尚设计和杂波较少，预计看法和更高质量的产品设置更高的价格点。 Remember, you still must uphold your brand promise.记住，你仍然必须坚持你的品牌承诺。 Putting junk in a nice box does not change the fact that it is junk.把垃圾在一个漂亮方块不会改变一个事实，即它是垃圾。

Appeal 上诉

Lastly, the most important attribute is appeal.最后，最重要的属性，提出上诉。 The word attribute is used loosely in this case, as appeal has to do with the combination of Innovation, Visibility and Content.这个词的属性是用来松散在这种情况下，为上诉做与创新相结合，可见和内容。 After you have examined these key attributes, you must determine if your solution is appealing.在您检查这些重要的属性，您必须确定您的解决方案是吸引力。 The best way to determine appeal is to conduct research specific to your objectives.最好的办法，以确定上诉进行研究的具体目标。

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.作为电视广告的观众和广播听众减少由于最近发生的转变生活习惯的重要性，您的包裹为您讲是无法估量的。 Your package is akin to a first impression of your product and company.您的包裹是类似于第一印象，你的产品和公司。 Uniqueness, appearance and content determine whether a person is worth engaging in conversation and the same goes for your product.唯一性，外观和内容确定一个人是否值得进行的谈话和同样为您的产品。 Make sure that your product can easily make that leap from shelf to hand.请确保您的产品可以很容易地使这一飞跃从大陆架到手。

About the Author 作者简介

Laura Denman is the Strategy Director for XO Create!劳拉登曼是战略主任坐标创建！ who provides expertise in package design for the youth market.谁在提供专门知识包装设计的青年市场。 XO Create!振荡器创建！ assists organizations in positioning and moving product through compelling packaging solutions.协助组织在定位和移动产品通过令人信服的包装解决方案。 You can contact Laura at (678) 319-4242 or by mailing:你可以联络劳拉在（ 678 ） 319-4242或邮寄：

XO Create! 振荡器创建！
1320 Union Hill Industrial Court, Suite C 1320山工业联盟法院，套房ç
Alpharetta, GA. Alpharetta的大会。 30004 30004

Green Packaging Innovations绿色包装的创新

Wow, have I been flooded with a host of new “green” packaging innovations.哇，我一直充斥着一系列新的“绿色”包装创新。 Everyone is jumping on the environmentalist’s green band wagon.每个人都跳到了环保的绿色带旅行车。 I am constantly asked if environmental sustainability is a flash in the pan.我经常被问到是否环境的可持续性是一个昙花一现。 If this is any indication, the recent Sustainable Packaging Forum was sold out with attendees looking for the latest packaging news in saving the environment.如果这是任何迹象表明，最近的可持续包装论坛销售一空与参会寻找包装的最新消息，拯救环境。

I have joked before that packaging is the true cause of “global warming.” But seriously, what is the reality?我开玩笑说在此之前，包装的真正原因“全球变暖。 ”但是，严重的是，什么是现实？ What is the real truth behind companies touting green packaging for the benefit of society?什么是真正的真相公司招徕绿色包装，以造福社会呢？

Environmental issues are a hot topic right now, so people are climbing aboard.环境问题是一个热门话题，现在人们都登上。 Global warming topics are on the news daily and people are looking for scapegoats as to its cause.全球变暖议题上的新闻每天人们都在寻找替罪羊，以它的原因。 Companies such as Wal-Mart are driving manufacturers to consider more environmentally friendly options in their packaging materials.公司，如沃尔玛正在推动制造商考虑更多的环境友好的选择，他们的包装材料。

• Wal-Mart just unveiled their packaging scorecard to continue their commitment of reducing packaging across its global supply chain by 5 percent by 2013.沃尔玛刚刚推出其包装记分卡将继续致力于减少包装在其全球供应链的百分之五，到2013年。

The packaging industry is often chastised for having unfriendly environmental policies.包装行业往往是批评了不友善的环境政策。 I’m not here to debate this point, but I do want to talk about using environmental issues in a positive and realistic manner.我不是在这里辩论这一点，但我想谈谈使用环境问题的一个积极的和现实的方式。

Let’s take the word “green” as an example.让我们用“绿色”作为一个例子。 Obviously, we think of the color first.很显然，我们想到的第一个颜色。 But what about the variations of the definition that relate to packaging?但对不同的定义，涉及到包装？ How green is your packaging world?如何绿色包装是你的世界？

• Green could mean less damage to the environment.格林可能意味着减少对环境的破坏。
• Green could imply producing packaging from renewable resources.格林可能意味着生产包装的可再生资源。
• Green could entail designing products for environmental sustainability.格林可能导致产品设计的环境可持续性。
• Green could connote the use of less material and recyclable and degradable materials.格林可能意味着使用较少的物质和回收利用和可降解材料。

So “green” can be maximized for branding purposes in a host of different ways.因此， “绿色”可以最大限度地为宗旨的品牌在东道国不同的方式。 If you have a “green” packaging product what ways are you capitalizing on the current media exposure?如果您有一个“绿色”包装产品如何利用你对当前媒体曝光？ (In addition to sending out a press announcement.) Here are a few points to consider: （除了发送了新闻发布。 ）以下几点考虑：

• Did you support or promote participation in any Earth Day activities?您是否支持或促进参加任何世界地球日活动？
• Do you belong to one of the many organizations that support “green” and the environment?你属于其中一个组织，支持“绿色”和环境？
• Did you orchestrate your new packaging introduction to coincide with Earth Day or other environmental events?您是否协调的新包装推出，以配合世界地球日或其他环境事件？
• Have you submitted your green product to the numerous packaging associations that offer opportunities for environmental awards?有您提交绿色产品的众多包装协会提供机会环境奖？
• Have you submitted your package to any of the non packaging related organizations that have “environmental” awards?有您提交整套的任何非包装相关组织的“环境”奖？
• Do you have a plan in place for your staff to understand and utilize in order to build your “green” brand?你有计划地为您的工作人员了解和利用，以建立您的“绿色”品牌？
• Do your employees believe in being “green?” (This is a very important buy in.)你的员工认为在目前的“绿色？ ” （这是一个非常重要购买英寸）
• Have you looked at any websites such as TreeHugger.com (great site with lots about packaging) to see what they are doing?你看任何网站，如TreeHugger.com （伟大的网站，有很多的包装） ，看看他们在做什么？

Sure it seems a bit far fetched but Treehugger lives in the blogosphere world and we all know how important blogging is to the media.当然这似乎有点遥不可及，但Treehugger生活在Blog世界和我们大家都知道有多么重要的Blog是媒体。 Try a quick Google search for “green packaging.” Yes, there are a few products listed but what is more important is what is not there.尝试快速谷歌搜索“绿色包装。 ”是啊，有一些产品上市，但更重要的是什么是不存在 。 A huge area of untapped marketing potential is available for increasing the visibility for your packaging products.巨大的未开发地区的市场潜力可以提高知名度的包装产品。

No matter how unusual or “out there” the opportunity seems do not under estimate who will see and read about your “green” brand.不管如何不寻常或“有”机会似乎没有谁下估计将会看到和阅读有关您的“绿色”品牌。 The branding hot spots I want you to think about are:品牌热点我希望你们想想是：

1. Is your “green” packaging product is a flash in the pan?是你的“绿色”包装产品是昙花一现？
2. Has there been serious brand integration of the “green” message throughout your company?有没有严重的品牌一体化的“绿色”的讯息您的整个公司吗？
3. Are you using your “green” message in all the promotion, literature and media exposure?您使用的是您的“绿色”的所有信息，促进，文学和媒体曝光？

The reality begs this question.现实回避这个问题。 Are you packaging “greenwash” to capitalize on a current media trend or are you saving the environment with “true” environmentally friendly packaging?你是包装“ greenwash ”利用目前的媒体趋势或你的环境节能与“真正的”环保包装？

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。