Fix My Packaging!修復我的包裝！

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.也許一些人的請求，我得到的是： “請幫助我解決我的包裝。 ”要我總是回答： “到底是什麼問題？ ”令人驚訝的是，很少有人能夠真正的答案，為什麼他們的產品包裝是行不通的。

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.看來簡單的表面上，但真正的包裝問題可能引起多種原因或主機的事情，你有沒有這樣做。 I’ve created a short check list to help you determine what might create the problem.我建立了一個短期檢查表以幫助您確定哪些可能會造成問題。 So, let’s think through a few potential problem areas that are easy to resolve.所以，讓我們想通過一些潛在的問題領域，很容易解決的問題。

1. 1 。 Can you define your customer? 你能確定你的客戶？

Well, let me give you a clue.嗯，讓我給你一個線索。 It’s not everybody (which is a common answer by the way).這不是每個人（這是一個共同的答案的方式） 。 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.你應該有一個目標人口銘記，你必須了解他們的需求和慾望，然後才可以包裝為他們的產品。 Universal packaging that satisfies everyone.世界包裝，滿足每個人。 That’sa myth.這是一個神話。 You can’t be all things to all consumers.你不能所有的東西給所有消費者。 More importantly, your packaging needs to be on target to the right audience with the right message.更重要的是，您的包裝必須是目標受眾的權利與正確的信息。

Drill down to your ultimate customer.深入到你的最終客戶。

• Who is going to purchase your product and why?是誰去購買你的產品，為什麼？
• What is in it for them to purchase your product?什麼是在為他們購買你的產品？
• Are you answers to those two questions evident on your product packaging?你回答這兩個問題上的明顯產品包裝？

Here are a few examples:這裡有幾個例子：

Is the product easy to use or simple to prepare?該產品是易於使用的或簡單的準備？ Are you telling them that on the packaging?告訴你他們在包裝上？ Words like easy, simple, ready in X, no assembly needed are crucial to conveying your product’s attributes.詞一樣簡單，準備在X ，沒有裝配需要是至關重要的傳達你的產品的屬性。

Does the consumer need a solution for a busy on the go lifestyle?消費者是否需要一個解決方案，一個繁忙的生活方式去？ What about your product packaging addresses that issue?你們的產品包裝解決這個問題？ Is it portable, or easily carried, is it a single serving or portion?它攜帶方便，或容易攜帶，是一個單一的服務或部分？ Consider this specific example: Campbell’s® Soup at Hand® is a great way to eat right when you’re on the run.考慮這個具體的例子：坎貝爾®湯在手®是一個偉大的方式吃權當你在運行。 Our heat-and-go microwavable cups let you enjoy sippable soup.我們的熱和去microwavable杯子讓你享受sippable湯。 Campbell’s saw a problem and provided a packaging solution.坎貝爾的看到了問題，並提供了一個包裝的解決方案。

2. 2 。 Why would someone pick up your product off the shelf? 為什麼會有人拿起您的產品現成的？

Does it “speak” to your customer or is it tired and dull in comparison to the competition?它是否“說話” ，以你的客戶，還是累了，在比較沉悶的競爭？ Is it a different color, shape or does it have a unique feature that differentiates it from another product?這是一個不同的顏色，形狀，還是有一個獨特的功能，區分從另一個產品？ Does it intrigue the consumer to take a closer look?它是否陰謀消費者仔細看看？

Here is a good example.這是一個很好的例子。 I recently had occasion to look for some nonstick cooking spray.最近我有機會尋找一些不粘烹飪噴霧。 I went to get my old standby which is PAM.我去讓我的老待命這是聚丙烯酰胺。 When I got to the shelf I was fascinated by a new entry, Mazola Pure.當我到了貨架，我迷上了一個新條目， Mazola純。 The uniquely shaped can had a soft subtle textured look that begged me to pick it up for a closer look.獨特的形狀可以了軟微妙的質感外觀懇求我能趕上來了仔細的審視。 The package told me things in simple language: no alcohol, no silicone and fat free.這套告訴我的東西簡單的語言：無酒精，無矽和脂肪的自由。 Guess which product I bought?猜猜哪個產品我買了？

3. 3 。 What is your USP (unique selling proposition) about your package? 你對此有何美國藥典（獨特的銷售主張）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?你是模仿競爭的產品的品牌，而不是您自己的郵件？ There has been a plethora of look alike products trading on name brands.出現了太多的期待都產品交易品牌。 Is it working?是工作？ I don’t think so.我不這麼認為。 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，你可能會侵犯別人的商標與“抄襲的包裝。 ”其次，消費者在尋找高質量的非品牌產品。 Private label packaging is on the rise at the expense of branded products.私人標籤包裝正在上升為代價的品牌產品。

Think about what message you are conveying.想想你什麼樣的信息是傳達。 Do you want to look like a cheap imitation or is your product packaging standing on its own merits?你想看起來像一個廉價的仿製或您的產品包裝站在其本身的是非曲直？

4. 4 。 How much competitive shopping have you done lately? 多少競爭力的購物，你做了嗎？

When was the last time you walked the store isles?當是你最後一次走進商店小島？ I know we all have an ego trip looking at our product up on the shelf.我知道我們都有一個自我尋找之旅在了我們的產品在貨架上。 But I want you to step back and get a fresh perspective.但是，我想請你退後一步，取得一個新的視角。 Are you really seeing it from a consumer’s eyes?你真的看到它從消費者的眼睛？ Shop other categories too.其他類別的店太多。 Look for packaging innovations that can crossover into your product category.看包裝創新，可以交叉到您的產品類別。

Think about how a novel or unique product packaging approach can solve a consumer problem or issue.想想如何新穎或獨特的產品包裝的辦法可以解決消費者的問題或問題。 One of the best innovative packaging examples I saw recently was the introduction of Wish-Bone® Salad Spritzers.其中最好的創新包裝的例子我看到最近推出許願骨®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).他們的主要目標（女）給的飲食和健康問題（重看） ，並提供了創新的方式來免除產品（ spritzing與澆築） 。

5. 5 。 What’s new in the world of packaging that you can incorporate into your product packaging? 有什麼新的世界包裝，您可以納入你的產品包裝？

Does your package smell or talk or do a myriad of things that help differentiate your product from the competition?請問您的包裹氣味或交談，或做各種各樣的事情，幫助區分你的產品的競爭？ 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?請問您的包裝告訴你何時將過期或提供一個安全的日期，使消費者安心使用您的產品嗎？ Think product recall fears.認為產品召回的恐懼。 How can your product packaging allay consumer’s nervousness about product contamination?如何才能您的產品包裝消除消費者的不安產品污染？

The consumer wants to buy your product.消費者希望購買您的產品。 That’s why they are in the store.這也是為什麼他們在商店。 Make it easy for them to decide on your product vs. the competitor.他們更容易決定你的產品比競爭者。 Talk to them through your product packaging.他們交談通過您的產品包裝。 Make it easy to understand, simple to use and allow it to satisfy a need.可以很容易理解，簡單易用，並使其能夠滿足需要。

Above all, step back and look at your product from a customer’s point of view.總之，後退一步，看看你的產品是從顧客的觀點。 What aren’t you doing right that makes your packaging need help?什麼是你不這樣做的權利，讓您的包裝需要幫助？

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 As A Marketing Tool包裝作為一種營銷工具

Thousands of new products are introduced every year, more than 15,000 to be exact.數以千計的新產品介紹，每年超過15000要準確。 How can your product compete, not only with established brands but with the plethora of new products that are being introduced?如何才能您的產品競爭力，不僅建立了品牌，但過多的新產品，正在實行？ The answer of course is the packaging.答案當然是包裝。 The right packaging with the right message will rise above the competitive landscape.包裝的權利與正確的信息將超越的競爭格局。 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，如何理解許多公司背後的價值包裝作為營銷工具？大多數只看作為一種傳達產品或回收疲憊的圖像和產品包裝，不工作。

Understanding the complexities of how a package reaches out to a consumer is one of the most important things to understand.認識的複雜性如何包伸出了消費者的一個最重要的事情理解。 Communicating that message on product packaging is a time consuming and difficult challenge.溝通是信息產品包裝是一個耗時且困難的挑戰。 The answer derives from understanding what the consumer wants from their product packaging.答案源於理解是消費者要什麼，從他們的產品包裝。 A good way to assess this problem is to look at yourself and how and where you shop?一種好的方法來評估這個問題是看自己如何以及在哪裡購物？

What compels you to look at a new product?是什麼迫使你尋找一個新的產品？ What drew you to pick it up and take a closer look?是什麼吸引你能趕上來仔細看看？ 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，另一名成員您的家人或其他重要的訊息，但是相同的。 You were intrigued enough by whatever ever that made you pick up the product and take a closer look.你是好奇足夠的任何以往任何時候都讓你拿起產品和仔細看看。 That’s half the battle won because your product will never sell if someone doesn’t pick it up in the first place.這就是成功的一半，因為贏得您的產品將永遠不會賣，如果有人不撿起來擺在首位。

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.我知道這是陳詞濫調表示，現在，但嚴重“認為以外的方塊。 ”這就是使你的產品獨特的來自其競爭對手。這裡有一些問題要問自己對你的軟件包。 Remember think from the consumers’ perspective not from the manufacturers.記住認為，從消費者的角度而不是從製造商。

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.排名這些屬性為您的產品，然後就近競爭力的產品或產品，您最近購買了這是正常的以外的購買模式。

• Is it new and innovative?這是新的和創新的？
• Is it fulfilling a need?這是履行必要？
• Is it easy to use and convenient?它易於使用和方便？
• Is it a good value?這是一個很好的價值？
• Does it make the consumer happy?它是否使消費者快樂嗎？
• Does it inspire consumer trust and loyalty?它是否激發消費者的信任和忠誠？
• Is it safe and secure?這是安全和可靠的？
• Does it compel you to want to know more?它迫使你想知道更多嗎？
• So how does your product stack up in solving a consumer want or need?那麼怎樣堆棧您的產品在解決消費者希望或需要？
• Would your package make someone desire to take a closer look?將您的包裹使某人的願望仔細看看？

Remember it’s the package talking here.請記住這是包在這裡。 It’s the one doing the work marketing what’s inside to the customer.這是一個做市場營銷工作有什麼內給客戶。 That’s what you need to drill in your brain about your package - why buy me?這就是你需要演練，你的大腦對你的軟件包-為什麼買我？

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.評價或發展中國家產品包裝與消費者記住你的第一步，建立一個包，市場所有產品的屬性最終決策者的客戶。

Don’t get concerned it your package doesn’t do all of the above.不要擔心你的包不這樣做上述所有。 It only takes one unique attribute that will intrigue a consumer to take a closer look.只需要一個獨特的屬性，將陰謀消費者細看。 Of course the more needs you can fulfill the better “connection” to the consumer.  The “consumer connection” is what you are trying to create.當然，更需要您可以實現更好的“連線”給消費者。 “消費者聯繫”是您正試圖創建。 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，外界認為的典型行為和解決隱藏的需要，使消費者買你的產品，而不是競爭對手。

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。