Fix My Packaging!修复我的包装！

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.也许一些人的请求，我得到的是： “请帮助我解决我的包装。 ”而我总是回答： “到底是什么问题？ ”令人惊讶的是，很少有人能够真正的答案，为什么他们的产品包装是行不通的。

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.看来简单的表面上，但真正的包装问题可能引起多种原因或主机的事情，你有没有这样做。 I’ve created a short check list to help you determine what might create the problem.我建立了一个短期检查表以帮助您确定哪些可能会造成问题。 So, let’s think through a few potential problem areas that are easy to resolve.所以，让我们想通过一些潜在的问题领域，很容易解决的问题。

1. 1 。 Can you define your customer? 你能确定你的客户？

Well, let me give you a clue.嗯，让我给你一个线索。 It’s not everybody (which is a common answer by the way).这不是每个人（这是一个共同的答案的方式） 。 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.你应该有一个目标人口铭记，你必须了解他们的需求和欲望，然后才可以包装为他们的产品。 Universal packaging that satisfies everyone.世界包装，满足每个人。 That’sa myth.这是一个神话。 You can’t be all things to all consumers.你不能所有的东西给所有消费者。 More importantly, your packaging needs to be on target to the right audience with the right message.更重要的是，您的包装必须是目标受众的权利与正确的信息。

Drill down to your ultimate customer.深入到你的最终客户。

• Who is going to purchase your product and why?是谁去购买你的产品，为什么？
• What is in it for them to purchase your product?什么是在为他们购买你的产品？
• Are you answers to those two questions evident on your product packaging?你回答这两个问题上的明显产品包装？

Here are a few examples:这里有几个例子：

Is the product easy to use or simple to prepare?该产品是易于使用的或简单的准备？ Are you telling them that on the packaging?你告诉他们，在包装上？ Words like easy, simple, ready in X, no assembly needed are crucial to conveying your product’s attributes.词一样简单，准备在X ，没有装配需要是至关重要的传达你的产品的属性。

Does the consumer need a solution for a busy on the go lifestyle?消费者是否需要一个解决方案，一个繁忙的生活方式去？ What about your product packaging addresses that issue?你们的产品包装解决这个问题？ Is it portable, or easily carried, is it a single serving or portion?它携带方便，或容易携带，是一个单一的服务或部分？ Consider this specific example: Campbell’s® Soup at Hand® is a great way to eat right when you’re on the run.考虑这个具体的例子：坎贝尔®汤在手®是一个伟大的方式吃权当你在运行。 Our heat-and-go microwavable cups let you enjoy sippable soup.我们的热和去microwavable杯子让你享受sippable汤。 Campbell’s saw a problem and provided a packaging solution.坎贝尔的看到了问题，并提供了一个包装的解决方案。

2. 2 。 Why would someone pick up your product off the shelf? 为什么会有人拿起您的产品现成的？

Does it “speak” to your customer or is it tired and dull in comparison to the competition?它是否“说话” ，以你的客户，还是累了，在比较沉闷的竞争？ Is it a different color, shape or does it have a unique feature that differentiates it from another product?这是一个不同的颜色，形状，还是有一个独特的功能，区分从另一个产品？ Does it intrigue the consumer to take a closer look?它是否阴谋消费者仔细看看？

Here is a good example.这是一个很好的例子。 I recently had occasion to look for some nonstick cooking spray.最近我有机会寻找一些不粘烹饪喷雾。 I went to get my old standby which is PAM.我去让我的老待命这是聚丙烯酰胺。 When I got to the shelf I was fascinated by a new entry, Mazola Pure.当我到了货架，我迷上了一个新条目， Mazola纯。 The uniquely shaped can had a soft subtle textured look that begged me to pick it up for a closer look.独特的形状可以了软微妙的质感外观恳求我能赶上来了仔细的审视。 The package told me things in simple language: no alcohol, no silicone and fat free.这套告诉我的东西简单的语言：无酒精，无硅和脂肪的自由。 Guess which product I bought?猜猜哪个产品我买了？

3. 3 。 What is your USP (unique selling proposition) about your package? 你对此有何美国药典（独特的销售主张）你包？

Are you a “me too” brand?你是“我太”品牌？ Are you mimicking the competition’s product rather than branding your own message?你是模仿竞争的产品的品牌，而不是您自己的邮件？ There has been a plethora of look alike products trading on name brands.出现了太多的期待都产品交易品牌。 Is it working?是工作？ I don’t think so.我不这么认为。 First, you may be infringing on someone else’s trademark with “copycat packaging.” Second, consumers are seeking out high quality non-branded products.首先，你可能会侵犯别人的商标与“抄袭的包装。 ”其次，消费者在寻找高质量的非品牌产品。 Private label packaging is on the rise at the expense of branded products.私人标签包装正在上升为代价的品牌产品。

Think about what message you are conveying.想想你什么样的信息是传达。 Do you want to look like a cheap imitation or is your product packaging standing on its own merits?你想看起来像一个廉价的仿制或您的产品包装站在其本身的是非曲直？

4. 4 。 How much competitive shopping have you done lately? 多少竞争力的购物，你做了吗？

When was the last time you walked the store isles?当是你最后一次走进商店小岛？ I know we all have an ego trip looking at our product up on the shelf.我知道我们都有一个自我寻找之旅在了我们的产品在货架上。 But I want you to step back and get a fresh perspective.但是，我想请你退后一步，取得一个新的视角。 Are you really seeing it from a consumer’s eyes?你真的看到它从消费者的眼睛？ Shop other categories too.其他类别的店太多。 Look for packaging innovations that can crossover into your product category.看包装创新，可以交叉到您的产品类别。

Think about how a novel or unique product packaging approach can solve a consumer problem or issue.想想如何新颖或独特的产品包装的办法可以解决消费者的问题或问题。 One of the best innovative packaging examples I saw recently was the introduction of Wish-Bone® Salad Spritzers.其中最好的创新包装的例子我看到最近推出许愿骨®沙拉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).他们的主要目标（女）给的饮食和健康问题（重看） ，并提供了创新的方式来免除产品（ spritzing与浇筑） 。

5. 5 。 What’s new in the world of packaging that you can incorporate into your product packaging? 有什么新的世界包装，您可以纳入你的产品包装？

Does your package smell or talk or do a myriad of things that help differentiate your product from the competition?请问您的包裹气味或交谈，或做各种各样的事情，帮助区分你的产品的竞争？ 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?请问您的包装告诉你何时将过期或提供一个安全的日期，使消费者安心使用您的产品吗？ Think product recall fears.认为产品召回的恐惧。 How can your product packaging allay consumer’s nervousness about product contamination?如何才能您的产品包装消除消费者的不安产品污染？

The consumer wants to buy your product.消费者希望购买您的产品。 That’s why they are in the store.这也是为什么他们在商店。 Make it easy for them to decide on your product vs. the competitor.他们更容易决定你的产品比竞争者。 Talk to them through your product packaging.他们交谈通过您的产品包装。 Make it easy to understand, simple to use and allow it to satisfy a need.可以很容易理解，简单易用，并使其能够满足需要。

Above all, step back and look at your product from a customer’s point of view.总之，后退一步，看看你的产品是从顾客的观点。 What aren’t you doing right that makes your packaging need help?什么是你不这样做的权利，让您的包装需要帮助？

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 As A Marketing Tool包装作为一种营销工具

Thousands of new products are introduced every year, more than 15,000 to be exact.数以千计的新产品介绍，每年超过15000要准确。 How can your product compete, not only with established brands but with the plethora of new products that are being introduced?如何才能您的产品竞争力，不仅建立了品牌，但过多的新产品，正在实行？ The answer of course is the packaging.答案当然是包装。 The right packaging with the right message will rise above the competitive landscape.包装的权利与正确的信息将超越的竞争格局。 But how many companies understand the value behind packaging as a marketing tool?  Most just look at as a way to convey the product or recycle tired images and product packaging that doesn’t work.但是，如何理解许多公司背后的价值包装作为营销工具？大多数只看作为一种传达产品或回收疲惫的图像和产品包装，不工作。

Understanding the complexities of how a package reaches out to a consumer is one of the most important things to understand.认识的复杂性如何包伸出了消费者的一个最重要的事情理解。 Communicating that message on product packaging is a time consuming and difficult challenge.沟通是信息产品包装是一个耗时且困难的挑战。 The answer derives from understanding what the consumer wants from their product packaging.答案源于理解是消费者要什么，从他们的产品包装。 A good way to assess this problem is to look at yourself and how and where you shop?一种好的方法来评估这个问题是看自己如何以及在哪里购物？

What compels you to look at a new product?是什么迫使你寻找一个新的产品？ What drew you to pick it up and take a closer look?是什么吸引你能赶上来仔细看看？ Your answer may be different from that of another member of your family or a significant other but the message is the same.您的答案可能不同，另一名成员您的家人或其他重要的讯息，但是相同的。 You were intrigued enough by whatever ever that made you pick up the product and take a closer look.你是好奇足够的任何以往任何时候都让你拿起产品和仔细看看。 That’s half the battle won because your product will never sell if someone doesn’t pick it up in the first place.这就是成功的一半，因为赢得您的产品将永远不会卖，如果有人不捡起来摆在首位。

I know it’sa trite saying by now but seriously “think outside the box.” That is what makes your product unique from its competitors.  Here are a few questions to ask yourself about your package.我知道这是陈词滥调表示，现在，但严重“认为以外的方块。 ”这就是使你的产品独特的来自其竞争对手。这里有一些问题要问自己对你的软件包。 Remember think from the consumers’ perspective not from the manufacturers.记住认为，从消费者的角度而不是从制造商。

Rank these attributes for your product and then the nearest competitive product or a product that you recently purchased that was outside your normal buying pattern.排名这些属性为您的产品，然后就近竞争力的产品或产品，您最近购买了这是正常的以外的购买模式。

• Is it new and innovative?这是新的和创新的？
• Is it fulfilling a need?这是履行必要？
• Is it easy to use and convenient?它易于使用和方便？
• Is it a good value?这是一个很好的价值？
• Does it make the consumer happy?它是否使消费者快乐吗？
• Does it inspire consumer trust and loyalty?它是否激发消费者的信任和忠诚？
• Is it safe and secure?这是安全和可靠的？
• Does it compel you to want to know more?它迫使你想知道更多吗？
• So how does your product stack up in solving a consumer want or need?那么怎样堆栈您的产品在解决消费者希望或需要？
• Would your package make someone desire to take a closer look?将您的包裹使某人的愿望仔细看看？

Remember it’s the package talking here.请记住这是包在这里。 It’s the one doing the work marketing what’s inside to the customer.这是一个做市场营销工作有什么内给客户。 That’s what you need to drill in your brain about your package - why buy me?这就是你需要演练，你的大脑对你的软件包-为什么买我？

Evaluating or developing product packaging with the consumer in mind is your first step in creating a package that markets all the products attributes to the ultimate decision maker the customer.评价或发展中国家产品包装与消费者记住你的第一步，建立一个包，市场所有产品的属性最终决策者的客户。

Don’t get concerned it your package doesn’t do all of the above.不要担心你的软件包并不尽一切以上。 It only takes one unique attribute that will intrigue a consumer to take a closer look.只需要一个独特的属性，将阴谋消费者细看。 Of course the more needs you can fulfill the better “connection” to the consumer.  The “consumer connection” is what you are trying to create.当然，更需要您可以实现更好的“连线”给消费者。 “消费者联系”是您正试图创建。 So think outside the typical behavior and solve the hidden need that will make a consumer buy your product and not a competitors.因此，外界认为的典型行为和解决隐藏的需要，使消费者买你的产品，而不是竞争对手。

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。