Packaging Problems包装问题

What is your worst packaging experience?什么是您最糟糕的包装经验吗？

A lot of people say it’s getting the toys out of the box at Christmas or getting those blankity-blank plastic clamshells open.很多人说这是得到了玩具的圣诞节箱或获取这些blankity空白塑料clamshells开放。 It’sa fact that hard to open plastic clamshells have been so maligned that there is even terminology given to that product category: “Wrap Rage.”这是一个事实，即很难打开塑料clamshells已如此诬蔑，有术语甚至给予该产品类别： “总结愤怒。 ”

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.有很多原因，一个塑料翻盖是一个伟大的解决您的产品包装，但计划给它一些思考，然后再选择这个解决办法。 Consumers hate clamshells, so consider that when developing your product packaging.消费者仇恨clamshells ，因此考虑到发展中国家时，您的产品包装。

Have you done all of your homework and considered potential problems?你做的所有功课，并认为潜在的问题？ Does the potential exist for something unexpected to come up and cause your packaging to become a problem?是否存在潜在意想不到的崛起，使您的包装成为一个问题？

Take “Fabuloso” for example.采取“ Fabuloso ”的例子。 What looked like a great packaging concept with great bottles and terrific colors is in trouble.什么看起来相当不错，包装的概念非常瓶和了不起的颜色是遇到了麻烦。 Why?为什么？ Because consumers mistakenly think it’sa beverage since it looks so similar to sports drinks.由于消费者误认为这是饮料，因为它看起来类似的运动饮料等。 Tragically, some consumers have actually drunk the cleaning product.可悲的是，一些消费者实际上已经喝醉了清洁生产。

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.或“可卡因”的能量饮料正在攻击的反毒品运动，因为它声称自己是真正的东西，即使它只是一个大地震的咖啡因。

The latest into the fray is SPYKES, a fruit flavored alcoholic beverage that is giving mothers of teenage children a fit.最新的竞争是SPYKES ，水果味的酒精饮料是给母亲的十几岁的孩子适合。 It is a great packaging concept, but it has problems because of who it’s marketed to.这是一个伟大的包装概念，但它的问题，因为它是谁的销售。

Let’s go back to Tylenol in 1982.让我们回到泰诺在1982年。 Seven people were poisoned by unsecured packaging and that incident spawned an entire new category of product packaging… tamper evident. 7人中毒无包装和这一事件引发了整个新类别的产品包装...篡改明显。 See more on tamper evident in the packaging examples section.看到更多的关于防启封包装的例子节。

You are not immune to product recalls either.你也不能幸免于产品召回的。 How may product recalls have you read about lately that didn’t specify the right ingredients on the product packaging?如何产品召回你阅读有关最近没有指明正确的成分的产品包装？ That’s grounds for instant recall.这是理由即时召回。

Remember the recall that hit Cadbury?还记得还记得凯德伯瑞发生？ Cadbury Schweppes was forced to recall over twenty of its core UK Easter products after failing to display nut allergy warnings on the packaging.吉百利史威士被迫召回超过20其核心产品的英国复活节失败后，以显示警告坚果过敏的包装上。

Many times you cannot predict what will happen even if you have done all your homework.很多时候你无法预测将会发生什么，即使你做了所有的功课。 I mentioned earlier the Wolfgang Puck’s exploding latte cans that had to be pulled off the shelf.我前面提到的沃尔夫冈普克的爆炸奶罐，必须脱离大陆架。 Just remember to expect the unexpected with any new and untested package or a new package innovation.只要记住期待意想不到的任何新的和未经考验的包或一个新的一揽子创新。

Try to extrapolate any possible outcomes that could occur before committing your product to the marketplace.尝试推断任何可能的结果，可能发生之前，您的产品推向市场。 It’sa lot easier to correct a problem before it goes out the door.这是一个更容易纠正的问题之前，不用出了门。 You save yourself the bad publicity that comes from a package that doesn’t work or doesn’t perform up to expectations.您保存自己的负面宣传是来自一个包，不工作或不履行的期望。

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 Problems That Lose Sales包装的问题，失去销售

You have a great product, but it’s not flying off the shelf.你有一个伟大的产品，但它不是起飞的架子上。 Is one of these packaging problems turning sales away?就是这些问题的转折点包装销售呢？

1. You don’t understand your market —There are so many new markets and retail outlets out there. 1 。 你不理解你的市场有很多新的市场和零售商店了。 Don’t forget Internet marketing too.不要忘了网络营销了。 The question is can one package service them all?现在的问题是可以一包的服务呢？

The answer is no.答案是否定的。

There are features that work to your benefit in all types of packaging, but in general attributes that appeal to one audience won’t appeal to another.有功能，您的工作造福于所有类型的包装，但总的来说，属性，呼吁一个观众将不会再上诉。

What to do:怎么办：

Refine your niche attributes.优化您的特殊属性。 Is your product broad based?您的产品是基础广泛的？ Does it appeal to a special target audience?它呼吁一个特殊的目标受众？ Do you understand what this group is looking for in product packaging?你明白什么该小组正在寻找在产品包装？ I have several research studies that focus on packaging that appeals to niches: Women and Boomers (to order these special reports return the word “research” via email).我有一些研究，重点放在包装呼吁领域：妇女与潮（以这些特殊的报告传回字“研究”通过电子邮件） 。

2. The packaging is too big or too small —In my recent research for the Packaging and Design Summit, I uncovered an interesting fact. 2 。 包装过大或过小 ，在我最近研究的包装和设计首脑会议，我发现了一个有趣的事实。 Products that work well for children, especially kid proof packaging, simply doesn’t fit the requirements of the over 50 market.产品适合儿童，特别是小孩包装证明，只要不符合要求的50多个市场。

What to do:怎么办：

Keep size in mind when designing your product packaging.规模保持在设计时考虑到您的产品包装。 Who is actually going to use this product and how?谁是真正会使用此产品，以及如何？ Is there a shelf life or consume by date that can impact the usage factor?是否有保质期或消费的日期，可能影响使用的因素？

Tidbit: Tidbit ：

• Women said: keep it easy to carry and easy to store.妇女说：保持它便于携带，易于储存。
• Boomers said: keep it simple and easy to open.潮说：保持简单，易于打开。

3. The package is too hard to open —Every Christmas and holiday time we read ranting and raving over packages that simply cannot be opened easily or require the aid of scissors. 3 。 封装是太难开放每个圣诞节和假期的时间我们读到演说和狂言的软件包，根本不能轻易打开或需要援助的剪刀。 Much of this packaging has come about for specific reasons: security, tamper evident, counterfeiting and so on.这在很大程度上包装已出现的具体原因是：安全，篡改明显，伪造等等。 But think about it the next time you try to open a product.但想一想，下次您尝试打开一个产品。 Was all that packaging necessary?这是所有包装有必要吗？

What to do:怎么办：

Try testing with a focus group outside the world of packaging.试用重点组以外的世界包装。 Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can’t.很多时候一个人不熟悉的包装可以识别一个问题领域，一个包装不能亲。 I did a segment for NBC TV as their packaging guru.我没有一个部分为NBC电视台作为其包装大师。 They ended the story with people ripping and tearing open the packaging that I had so carefully explained.他们的故事结束了与人民ripping和撕开包装，我已如此认真解释。 Boy, was that an eye opener.男孩是一个大开眼界。 Look for my upcoming article in the June issue of Global Cosmetics Industry.看看我的文章即将在6月的全球化妆品行业。

“Don’t think like a package designer. “不要以为像一个封装设计师。 Think like a consumer”想想像一个消费者“

4. The package is too generic —Is it trying to be all things to all people and as a result, it doesn’t appeal to anyone. 4 。 封装是过于笼统 ，这是试图将所有的事情所有的人，因此，它不向任何人提出上诉。 Have you ever been totally confused when looking at a product package?你去过完全混淆时，寻找在产品包装？ What am I supposed to do with it?我究竟怎么办呢？ Or what’s the purpose?或有什么目的？ This is a total turn off.这是一个总关闭。

What to do:怎么办：

Tell people up front what’s inside, how to use it and what the benefits are.告诉人们什么前锋里面，如何使用它和什么好处。 Simpler is better — especially when we are in a hurry.简单的是更好的-尤其是当我们正处在一个着急。

5. The package doesn’t fit with today’s life styles —Got any 20lb bags of potatoes lying around? 5 。 封装不适合今天的生活方式 ，有任何20磅袋土豆撒谎吗？ If you are like me, 20 lbs can last a year.如果您是和我一样，可以二十零磅去年一年。 Large quantities and amounts do have a special market but generally people are buying in smaller size units.大量和金额有一个特殊的市场，但一般人买的小尺寸单位。 In fact, one of the fasted growing market segments is ready to use and consume.事实上，一个发展最快的细分市场准备使用和消费。 When I was in China ready to use was the only type packaging available.当我在中国准备使用的唯一类型的包装使用。 Single servings were huge there and now they are becoming hot here.单份是巨大的，现在他们正在成为热点这里。

6. People are confused by the packaging —More product iterations mean more confusion at retail. 6 。 混淆人们的包装 ，更多的产品重复意味着更多的混乱，零售。 Yes, I know brand managers are constantly creating new and improved versions, but get real!是的，我知道品牌经理正不断创造新的和改进的版本，但真正得到！ How many new and improved products are really different from their predecessor?有多少新的和改进的产品确实不同于他们的前任？

7. The package doesn’t fit the retail outlet —There are myriad of cross marketing opportunities available. 7 。 封装不符合零售商店 ，有无数的交叉销售机会。 What works in a club store certainly won’t work at a convenience outlet.什么作品俱乐部商店肯定不会工作，方便出口。 Consider where your package will be merchandised.试想如果您的包裹将完美的。

What to do:怎么办：

Ensure you have the appropriate package size for the retail outlet.确保您有适当的封装尺寸的零售商店。 Go to a store and see how people shop.去商店看到人们如何店。 It could affect the product’s success.这可能会影响到产品的成功。

8. The package isn’t contemporary— There are a lot of old brands that are repackaging their image. 8 。 封装是不是当代的，有很多老品牌的重新包装自己的形象。 Old brands have been revitalized with new and updated packaging.老品牌的振兴已与新的和更新的包装。 Old brands can lose favor with the consumer simply because they look old.老品牌可以走味消费者仅仅是因为他们期待岁。

What to do:怎么办：

Keep on top of important trends.保持最重要的趋势。 Remember when the Pillsbury Dough Boy went on a diet?请记住当皮尔斯伯里面团男孩展开了饮食？ Just kidding, but he did get slimmer and trimmer in his image.只是在开玩笑，但他越来越渺茫和裁纸机在他的形象。 The same is happening to Ronald MacDonald.同时也让罗纳德麦克唐纳。 He is getting a makeover too.他是获得改变太多。 Even long-standing icons have to keep up with the times.即使长期图标必须跟上时代的步伐。

9. The package is too gimmicky or doesn’t work —Keep in mind, simple is better. 9 。 封装过于花哨式或不工作 ，请记住，简单更好。 Products that get too complicated only appeal to a certain market segment, and it’s not boomers, the largest share of the purchasing market.产品过于复杂，只有上诉到一定的市场，不是潮，占最大份额的采购市场。 The electronics industry seems to have lost track of this fact.电子行业似乎已失去了这一事实。 Make sure it doesn’t apply to your product.确保它并不适用于您的产品。

Whatever the problem is, it can be corrected by understanding your target audience.无论问题是，它可以纠正的理解您的目标受众。 Learn what they want and need.了解他们想要什么和需要。 Make some adjustments and watch packages fly off the shelf.作一些调整和观看飞行包现成的。

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。