Packaging Problems包裝問題

What is your worst packaging experience?什麼是您最糟糕的包裝經驗嗎？

A lot of people say it’s getting the toys out of the box at Christmas or getting those blankity-blank plastic clamshells open.很多人說這是得到了玩具的聖誕節箱或獲取這些blankity空白塑料clamshells開放。 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.”這是一個事實，即很難打開塑料clamshells已如此誣衊，有術語甚至給予該產品類別： “總結憤怒。 ”

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，一個塑料翻蓋是一個偉大的解決您的產品包裝，但計劃給它一些思考，然後再選擇這個解決辦法。 Consumers hate clamshells, so consider that when developing your product packaging.消費者仇恨clamshells ，因此考慮到發展中國家時，您的產品包裝。

Have you done all of your homework and considered potential problems?你做的所有功課，並認為潛在的問題？ Does the potential exist for something unexpected to come up and cause your packaging to become a problem?是否存在潛在意想不到的崛起，使您的包裝成為一個問題？

Take “Fabuloso” for example.採取“ Fabuloso ”的例子。 What looked like a great packaging concept with great bottles and terrific colors is in trouble.什麼看起來相當不錯，包裝的概念非常瓶和了不起的顏色是遇到了麻煩。 Why?為什麼？ Because consumers mistakenly think it’sa beverage since it looks so similar to sports drinks.由於消費者誤認為這是飲料，因為它看起來類似的運動飲料等。 Tragically, some consumers have actually drunk the cleaning product.可悲的是，一些消費者實際上已經喝醉了清潔生產。

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”的能量飲料正在攻擊的反毒品運動，因為它聲稱自己是真正的東西，即使它只是一個大地震的咖啡因。

The latest into the fray is SPYKES, a fruit flavored alcoholic beverage that is giving mothers of teenage children a fit.最新的競爭是SPYKES ，水果味的酒精飲料是給母親的十幾歲的孩子適合。 It is a great packaging concept, but it has problems because of who it’s marketed to.這是一個偉大的包裝概念，但它的問題，因為它是誰的銷售。

Let’s go back to Tylenol in 1982.讓我們回到泰諾在1982年。 Seven people were poisoned by unsecured packaging and that incident spawned an entire new category of product packaging… tamper evident. 7人中毒無包裝和這一事件引發了整個新類別的產品包裝...篡改明顯。 See more on tamper evident in the packaging examples section.看到更多的關於防啟封包裝的例子節。

You are not immune to product recalls either.你也不能倖免於產品召回的。 How may product recalls have you read about lately that didn’t specify the right ingredients on the product packaging?如何產品召回你閱讀有關最近沒有指明正確的成分的產品包裝？ That’s grounds for instant recall.這是理由即時召回。

Remember the recall that hit Cadbury?還記得還記得凱德伯瑞發生？ 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過20其核心產品的英國復活節失敗後，以顯示警告堅果過敏的包裝上。

Many times you cannot predict what will happen even if you have done all your homework.很多時候你無法預測將會發生什麼，即使你做了所有的功課。 I mentioned earlier the Wolfgang Puck’s exploding latte cans that had to be pulled off the shelf.我前面提到的沃爾夫岡普克的爆炸奶罐，必須脫離大陸架。 Just remember to expect the unexpected with any new and untested package or a new package innovation.只要記住期待意想不到的任何新的和未經考驗的包或一個新的一攬子創新。

Try to extrapolate any possible outcomes that could occur before committing your product to the marketplace.嘗試推斷任何可能的結果，可能發生之前，您的產品推向市場。 It’sa lot easier to correct a problem before it goes out the door.這是一個更容易糾正的問題之前，不用出了門。 You save yourself the bad publicity that comes from a package that doesn’t work or doesn’t perform up to expectations.您保存自己的負面宣傳是來自一個包，不工作或不履行的期望。

About the Author: 作者簡介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脫掉首席執行幹事乘坐JR海因斯在國際，該公司提供諮詢服務的包裝工業。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年來，海因斯女士一直在從事包裝的趨勢，預測，意念/集思廣益和實施創新的新的包裝技術。

Need insights on packaging trends that can impact your business?需要了解包裝趨勢，可能影響您的業務嗎？ Get the Packaging Diva on your team.獲取包裝女神的團隊。 Visit訪問 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包裝創新。

Packaging Problems That Lose Sales包裝的問題，失去銷售

You have a great product, but it’s not flying off the shelf.你有一個偉大的產品，但它不是起飛的架子上。 Is one of these packaging problems turning sales away?就是這些問題的轉折點包裝銷售呢？

1. You don’t understand your market —There are so many new markets and retail outlets out there. 1 。 你不理解你的市場有很多新的市場和零售商店了。 Don’t forget Internet marketing too.不要忘了網絡營銷了。 The question is can one package service them all?現在的問題是可以一包的服務呢？

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，您的工作造福於所有類型的包裝，但總的來說，屬性，呼籲一個觀眾將不會再上訴。

What to do:怎麼辦：

Refine your niche attributes.優化您的特殊屬性。 Is your product broad based?您的產品是基礎廣泛的？ Does it appeal to a special target audience?它呼籲一個特殊的目標受眾？ Do you understand what this group is looking for in product packaging?你明白什麼該小組正在尋找在產品包裝？ 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，重點放在包裝呼籲領域：婦女與潮（以這些特殊的報告傳回字“研究”通過電子郵件） 。

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 。 包裝過大或過小 ，在我最近研究的包裝和設計首腦會議，我發現了一個有趣的事實。 Products that work well for children, especially kid proof packaging, simply doesn’t fit the requirements of the over 50 market.產品適合兒童，特別是小孩包裝證明，只要不符合要求的50多個市場。

What to do:怎麼辦：

Keep size in mind when designing your product packaging.規模保持在設計時考慮到您的產品包裝。 Who is actually going to use this product and how?誰是真正會使用此產品，以及如何？ Is there a shelf life or consume by date that can impact the usage factor?是否有保質期或消費的日期，可能影響使用的因素？

Tidbit: Tidbit ：

• Women said: keep it easy to carry and easy to store.婦女說：保持它便於攜帶，易於儲存。
• Boomers said: keep it simple and easy to open.潮說：保持簡單，易於打開。

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 。 封裝是太難開放每個聖誕節和假期的時間我們讀到演說和狂言的軟件包，根本不能輕易打開或需要援助的剪刀。 Much of this packaging has come about for specific reasons: security, tamper evident, counterfeiting and so on.這在很大程度上包裝已出現的具體原因是：安全，篡改明顯，偽造等等。 But think about it the next time you try to open a product.但想一想，下次您嘗試打開一個產品。 Was all that packaging necessary?這是所有包裝有必要嗎？

What to do:怎麼辦：

Try testing with a focus group outside the world of packaging.試用重點組以外的世界包裝。 Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can’t.很多時候一個人不熟悉的包裝可以識別一個問題領域，一個包裝不能親。 I did a segment for NBC TV as their packaging guru.我沒有一個部分為NBC電視台作為其包裝大師。 They ended the story with people ripping and tearing open the packaging that I had so carefully explained.他們的故事結束了與人民ripping和撕開包裝，我已如此認真解釋。 Boy, was that an eye opener.男孩是一個大開眼界。 Look for my upcoming article in the June issue of Global Cosmetics Industry.看看我的文章即將在6月的全球化妝品行業。

“Don’t think like a package designer. “不要以為像一個封裝設計師。 Think like a consumer”想想像一個消費者“

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 。 封裝是過於籠統 ，這是試圖將所有的事情所有的人，因此，它不向任何人提出上訴。 Have you ever been totally confused when looking at a product package?你去過完全混淆時，尋找在產品包裝？ What am I supposed to do with it?我究竟怎麼辦呢？ Or what’s the purpose?或有什麼目的？ This is a total turn off.這是一個總關閉。

What to do:怎麼辦：

Tell people up front what’s inside, how to use it and what the benefits are.告訴人們什麼前鋒裡面，如何使用它和什麼好處。 Simpler is better — especially when we are in a hurry.簡單的是更好的-尤其是當我們正處在一個著急。

5. The package doesn’t fit with today’s life styles —Got any 20lb bags of potatoes lying around? 5 。 封裝不適合今天的生活方式 ，有任何二〇磅袋土豆撒謊嗎？ If you are like me, 20 lbs can last a year.如果您是和我一樣，可以二十○磅去年一年。 Large quantities and amounts do have a special market but generally people are buying in smaller size units.大量和金額有一個特殊的市場，但一般人買的小尺寸單位。 In fact, one of the fasted growing market segments is ready to use and consume.事實上，一個發展最快的細分市場準備使用和消費。 When I was in China ready to use was the only type packaging available.當我在中國準備使用的唯一類型的包裝使用。 Single servings were huge there and now they are becoming hot here.單份是巨大的，現在他們正在成為熱點這裡。

6. People are confused by the packaging —More product iterations mean more confusion at retail. 6 。 混淆人們的包裝 ，更多的產品重複意味著更多的混亂，零售。 Yes, I know brand managers are constantly creating new and improved versions, but get real!是的，我知道品牌經理正不斷創造新的和改進的版本，但真正得到！ How many new and improved products are really different from their predecessor?有多少新的和改進的產品確實不同於他們的前任？

7. The package doesn’t fit the retail outlet —There are myriad of cross marketing opportunities available. 7 。 封裝不符合零售商店 ，有無數的交叉銷售機會。 What works in a club store certainly won’t work at a convenience outlet.什麼作品俱樂部商店肯定不會工作，方便出口。 Consider where your package will be merchandised.試想如果您的包裹將完美的。

What to do:怎麼辦：

Ensure you have the appropriate package size for the retail outlet.確保您有適當的封裝尺寸的零售商店。 Go to a store and see how people shop.去商店看到人們如何店。 It could affect the product’s success.這可能會影響到產品的成功。

8. The package isn’t contemporary— There are a lot of old brands that are repackaging their image. 8 。 封裝是不是當代的，有很多老品牌的重新包裝自己的形象。 Old brands have been revitalized with new and updated packaging.老品牌的振興已與新的和更新的包裝。 Old brands can lose favor with the consumer simply because they look old.老品牌可以走味消費者僅僅是因為他們期待歲。

What to do:怎麼辦：

Keep on top of important trends.保持最重要的趨勢。 Remember when the Pillsbury Dough Boy went on a diet?請記住當皮爾斯伯里麵團男孩展開了飲食？ Just kidding, but he did get slimmer and trimmer in his image.只是在開玩笑，但他越來越渺茫和裁紙機在他的形象。 The same is happening to Ronald MacDonald.同時也讓羅納德麥克唐納。 He is getting a makeover too.他是獲得改變太多。 Even long-standing icons have to keep up with the times.即使長期圖標必須跟上時代的步伐。

9. The package is too gimmicky or doesn’t work —Keep in mind, simple is better. 9 。 一攬子過於花哨式或不工作 ，請記住，簡單更好。 Products that get too complicated only appeal to a certain market segment, and it’s not boomers, the largest share of the purchasing market.產品過於複雜，只有上訴到一定的市場，不是潮，佔最大份額的採購市場。 The electronics industry seems to have lost track of this fact.電子行業似乎已失去了這一事實。 Make sure it doesn’t apply to your product.確保它並不適用於您的產品。

Whatever the problem is, it can be corrected by understanding your target audience.無論問題是，它可以糾正的理解您的目標受眾。 Learn what they want and need.了解他們想要什麼和需要。 Make some adjustments and watch packages fly off the shelf.作一些調整和觀看飛行包現成的。

About the Author: 作者簡介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脫掉首席執行幹事乘坐JR海因斯在國際，該公司提供諮詢服務的包裝工業。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年來，海因斯女士一直在從事包裝的趨勢，預測，意念/集思廣益和實施創新的新的包裝技術。

Need insights on packaging trends that can impact your business?需要了解包裝趨勢，可能影響您的業務嗎？ Get the Packaging Diva on your team.獲取包裝女神的團隊。 Visit訪問 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包裝創新。