Packaging That Sells包装销售

For the last couple of weeks I have been covering the negative impression that consumers have about packaging.在过去的几个星期我一直在覆盖的负面印象，消费者对包装。 I have tried to dissect all of the ranting and raving from nay-sayers about packaging that doesn’t work.我试图解剖的所有演说和呓语从伍兹的包装，不工作。

Just last week Britain’s National Federation of Women’s Institutes (NFWI) launched a campaign highlighting supermarkets wasteful packaging policies.就在上周，英国全国妇女联合会的院校（ NFWI ）发起了一场运动，突出超市的浪费包装的政策。 Granted this was in the UK, but similar initiatives could happen here.当然这是在英国，但类似的举措可能发生在这里。 I checked it out briefly and I don’t get it.我检查出来简单，我没有得到它。 They are complaining about an packaging that keeps the food protected and sanitary.他们抱怨的包装，让粮食保护和卫生。 We need to be prepared and be aware that there are nonsensical reasons that your packaging may come under fire.我们需要做好准备，并意识到有无意义的原因，您的包装可能会受到攻击。 Just be sure you are covering all your based and anticipate in advance when you might have a problem.只是可以肯定你是涵盖所有的基础和预期提前当你有问题。

The main thing to visualize is that the role of packaging has changed.主要的设想是，包装的作用已经发生了变化。 Detractors just don’t understand what the package really does.反对者只是不明白他的包确实。 It’s no longer enough for the package just to get product to the retail environment in a satisfactory condition, now it has to “sell” the product too.它已经不再足够的包只是为了获得产品的零售环境中一个令人满意的条件，现在它已经以“卖”产品太多。 Packaging plays an integral role in the decision to purchase a product or not.包装起着不可或缺的作用在决定购买产品或没有。 The problem is that what the consumer desires is constantly changing.问题是，什么是消费欲望不断变化的。 Market trends come and go.市场趋势来来去去。 I have mentioned growth niches occurring in the food industry before.我刚才提到的增长领域发生的食品工业面前。 Corresponding to the growth are niches that are declining too.相应的增长领域是下降了。 Just like I stated “In What’s In Your Bottle.” Bottled water sales recently surpassed soda sales.就像我说“在什么是在您的瓶。 ”瓶装水销售额超过最近纯碱销售。 I was beginning to think the bottled water market was tapped out too.我开始认为，瓶装水市场是挖掘出来。 But creativity never ceases to amaze me.但创造力从未停止地给我带来惊喜。 We are still welcoming new bottled water product introductions and there is a market for even the most esoteric consumer.我们仍然欢迎新瓶装饮用水产品的推出，有市场，即使是最深奥的消费者。

It’s important to understand the evolution of the package because now products are using the packaging as the primary sales tool.重要的是要理解的演变封装，因为现在正在使用的产品包装作为主要的销售工具。 Gone is the day of the sales clerk who answer your questions about the product.乱世佳人是一天的售货员谁回答你的问题的产品。 The role of the package is no longer passive.的作用，包不再是被动的。 Its has to “speak” to the consumer both literally and figuratively.它要“说话”的消费者都字面和比喻。 (Talking packages are the wave of the future.) Think of all the great packaging applications available if your package talked and could tell you how old the product was, what you should serve it with or that you need to buy this companion product. （谈包未来的潮流。 ）想想所有伟大的包装应用可如果你的软件包交谈，并可以告诉您多大年纪了产品，你应该用，或您需要购买此配套的产品。 What a sales tool!什么是销售工具！

That’s only a fraction of what the new packaging can do.这只是一小部分是新包装可以做。 Most importantly, it is imperative that you think about your product package.最重要的是，当务之急是，您认为您的产品包装。 Does it “connect” with the consumer?难道“连接”的消费者？ In a sea of sensory overload what is going to make your package different?在海上的感觉超载是怎么回事，让您的包不同？ It could be shape, color, size, uniqueness of design or even smell.这可能是形状，颜色，大小，独特的设计，甚至气味。 Are you utilizing any of the new smart and intelligent applications packaging applications?你利用任何新的智能和智能应用的包装应用？ Does you package fulfill a need and explain in clear concise statements the benefits of buying your product.请问你包履行需要，并解释清楚简明报表的好处购买你的产品。 Is it easy to read and understand?它容易阅读和理解？

So start your analysis by viewing your package from the eyes of the consumer.因此，开始您的分析看您的包裹从眼睛的消费者。 If you are buying it, what’s going to compel you to pick it up off the shelf?如果要购买它，这是怎么回事，迫使你能赶上现成的？ Is it just sitting there lost amongst rows of competitive products?只是坐在那里失去了行之间有竞争力的产品吗？ Think in terms of your package calling out to you “buy me, buy me.” Does your product do this?想从您的包裹喊你“我买，我买。 ”请问您的产品做到这一点？ If not, your package isn’t doing its job.如果不是这样，您的包裹没有做其工作。 It must persuade the consumer to purchase the product.它必须说服消费者购买产品。 Thinks about some of the latest packaging innovations and how to incorporate them into your product packaging.思考一些最新包装的创新，以及如何将它们纳入您的产品包装。 Consider the consumer mind set.考虑到消费者的心态。 Is your package perceived in a negative light negating the benefits of the product within?是您的包裹自觉从负面的角度否定的利益范围内的产品？

All these questions need to be answered.所有这些问题都需要加以回答。 Don’t simply to address them in the initial package design; it’s an ongoing process.不要只是为了解决这些问题在最初的包装设计，它是一个持续的过程。 As I mentioned at the beginning of this piece, the consumer is a moving target and your package has to move along with them in the right direction.正如我前面提到在本月初件，消费者是一个移动的目标和你的软件包已沿着与他们在正确的方向前进。 Be sure the consumer you are trying to capture receives the right message.可以肯定的消费者您正在尝试捕捉得到正确的信息。

Here are a few types of packaging coming under fire by consumers that could impact your success or failure:这里有一些类型的包装也发生了消费者，从而会影响你的成功或失败：

• Products that are perceived to be over packaged产品被认为将超过包装
• Products that are in clamshells产品有clamshells
• Products that are misleading as a result of the claims on the packaging产品，误导所造成的索赔要求在包装上
• Products that are in packaged materials deemed environmentally unfriendly产品的包装材料被认为对环境不友好
• Packaging that doesn’t work包装不工作
• Packaging that doesn’t deliver as promised包装，不按照承诺提供

So think about your product packaging right now and determine whether it is helping to sell your product, or not.所以想了解您的产品包装现在确定它是否有助于销售您的产品，或没有。

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。

Your Packaging Scorecard您的包装记分卡

Recently I’m coming across a variety of new packaging trends or terms and it got me to thinking about how informed the average person is about product packaging.最近我碰到的各种新的包装趋势或条件，它让我来思考如何得知一般人是产品包装。 I know you are all busy doing your jobs and it takes a lot of time to keep current of what is new in product packaging or what may influence your products success.我知道你们都忙着做你的工作，它需要大量的时间，以保持目前的是什么新的产品包装或可能影响您的产品，取得圆满成功。 It’s hard for me to keep up on a daily basis and that is all that I do for my clients.这是我很难跟上，每天就是一切，我为我的客户。

Perhaps as a way to ascertain what is hot and what is not you should create your own “packaging scorecard” as way to measure how tuned you are to the latest in the consumer perceptions of product packaging and how it could impact whether your product will sell or not!或许，以此来确定什么是热的，什么是你不应该建立自己的“包装记分卡”的方法来衡量如何调整你的最新消费观念的产品包装，以及它如何影响您的产品是否将出售不！

Consumers are very fickle about packaging issues.消费者是非常善变的包装问题。 In fact many times they don’t even understand the role of the product packaging itself.事实上，很多时候他们甚至不理解的作用，产品包装本身。 Lets take all the hue and cry over green product packaging.可以采取一切呼救声，在绿色产品的包装。 You would think consumers are clamoring for more environmentally responsible packaging.你可能会认为，消费者渴望更多的对环境负责的包装。 But just this morning I read that despite what we read about the desire for more “green” packaging the beauty industry reports that 25% of French women and 20% of British want recyclable beauty packaging, US women just 12%.但是，就在今天上午我看到的是，尽管我们所了解的愿望更加“绿色”包装美容行业报告说， 25 ％的法国女性和20 ％的英国希望可回收美容包装，美国妇女只有12 ％ 。 Slightly higher than that magic 10% of greenies that are already in that space anyway.略高于魔术10 ％的greenies已经在这空间反正。

So, should this be an issue in your packaging scorecard?所以，这应该是一个问题，您的包装记分卡？ Well, that depends upon what your niche is.嗯，这取决于你的利基是。 In any case its a movement to watch and be aware of so I’d add it to your list.在任何情况下，它的运动来观看和了解，所以我想它添加到您的清单。

What about “shrinking” consumer product packaging?什么“缩小”消费者产品包装？ Will companies reducing the size of the product and keeping the price the same create a groundswell of consumer outrage.将减少公司的规模，产品和价格保持在同一创造一个groundswell消费者愤慨。 The media think so.媒体这样认为。 If I were you I would add this to my scorecard.如果我是你我想补充一点我的记分卡。 There is a lot being written about it.有很多写的。 If I were a smart marketer I’d figure out a way to add “more” to my product for the price rather than less.如果我是一个聪明的营销我想想出办法将“更多的”我的产品的价格，而不是更少。

Value for your money is a trend and its not going away.值为你的钱是一种趋势，它不会消失。 Just look at the growth of private label at the expense of branded products.只要看看增长的私人标签，牺牲品牌的产品。 This definitely would be on my scorecard.这无疑将是对我的记分卡。

The point is that you can take a few packaging trends and consumer hot buttons and create your own packaging scorecard.这一点，你也可以采取一些包装趋势和消费热点的按钮，然后创建自己的包装记分卡。 It will help you track how close you are tuned into the latest consumer issues.这将帮助您跟踪如何密切您调整到最新的消费问题。

Just remember the scorecard is not static.只要记住记分卡是不是静态的。 It needs to change as issue evolve or are resolved.它需要改变问题的演变，或得到解决。 A few minutes a week is all it takes to stay on top of the needs and issues of your core customer.几分钟一个星期都需要继续留顶部的需求和问题的核心客户。

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。

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。

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.沟通这个信息对产品包装是耗时且困难的挑战。 The answer derives from understanding what the consumer wants from their product packaging.答案来自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.不要担心你的包不这样做上述所有。 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。