The Psychology Of Packaging, Part II

Welcome to part two of our three part series entitled “The Psychology Of Packaging.”

In the first installment we focused on some of the products and their packaging and why they’re packaged in that manner. In this installment we’re going to focus on some other packaging schemes.

You’ll understand why these people are paid so much money to come up with this stuff after reading.

Let’s start off with candy bar wrappers.

Take a good look at these things, and there are plenty of them to choose from. Candy bars range from the pure milk chocolate type such as Hershey’s, and Nestles to the candies that are usually filled with something, like Milky Way, Three Musketeers, Mounds, Kit Kat, Reeses Peanut Butter Cups and so on. If you take a very good look at the packages they are VERY colorful. Butterfingers are a nice yellow package with blue lettering. Reeses are kind of a reddish orange package with yellow lettering. Nestles Crunch Bars are 3 colors of red, white and blue. Guess there’s something patriotic going on there. And then you open up these very pretty wrappers and take out this mono color, not very appealing looking hunk of chocolate. The candy never looks as good as the wrapper. Reeses Peanut Butter Cups actually look like light colored mud you’d find out in the street. But boy, that pretty wrapper. Yes, candy bar manufacturers really earn their money from the packaging department with these gems.

So we don’t get too hungry, let’s move on to a different kind of packaging.

Copy paper.

If you think wrapping up dull looking candy bars in all this colorful fluff is interesting just take a look at the boxes and packages that copy paper comes in. I mean, have you EVER seen the package that Georgia Pacific copy paper comes in? The wrapper is brown on top, blue on the side and white covering the remainder except for a photo of a woman working in an office. Oh and underneath in big numbers is the number of sheets in the package, brightness and weight of the paper. I guess they don’t want us to miss these important specs. This is some of the most beautiful packaging you’ll ever see and then you open up this gorgeous package and inside is nothing but white paper. Since this is something that we buy because we need it and for no other reason, did they really think that if they just put the paper in a plain brown wrapper that we wouldn’t buy it? Amazing.

Now Xerox, is a little different. See, they are a very big name in the copy business so their packaging is much plainer, usually one color. What is prominent about the package is the name, XEROX, right up there in big bold letters. It seems that’s all anybody needs to see and they’re sold. After all, if it’s Xerox it has to be the best.

In the final installment of packaging we’ll cover some packages that you’re sure to find very interesting, including some very unusual packaging.

About the Author

Michael Russell is the author of “Your Independent Guide to Packaging.” Read parts I and III of “The Psychology of Packaging” over the next few days!

The Psychology Of Packaging, Part I

Packaging. It’s something we really don’t think much about. We don’t really buy things for the packaging. We buy them because we need or want what’s inside.

Or do we?

Studies have been made on the psychology of packaging and how it effects buying behavior. The truth is we are very greatly affected by how a package looks. In this article we’ll cover some examples of packaging power.

Let’s start with cereal boxes.

Take a good look at a cereal box of a cereal brand aimed at children. Perfect examples of these are Cap’n Crunch, Count Chocula, Sugar Smacks, Cocoa Krispies, Frosted Flakes and Trix. Every single one of these cereals has a picture of a cartoon type character that would appeal to children. Some of the most famous characters in history, let alone food history are from these boxes, names like Tony The Tiger, The Trix Rabbit and old Cap’n Crunch himself. These characters have become icons of the cereal industry.

Then take a look at a cereal box of a cereal brand aimed at adults looking for good nutrition. Perfect examples of these are Wheaties, Just Right, Total, All Bran, Kashi, Puffed Wheat and Raisin Brand. These cereals will either feature a hearty looking bowl of nutritious flakes, maybe an athlete and in the case of the high fiber cereals, a picture of an elderly person or couple. All these visuals are done with the express purpose of making the consumer feel that what is in the box is healthy and good for them. The cereal itself may have little nutritional value but the image portrayed says “eat this, it’s good for you.”

Moving away from food and to toys, this is probably the most deceptive of all packaging ploys. In most cases, especially with action toys, the photo on the outside of the package has very little resemblance to the toy inside. GI Joe was a great example of this. On the box you would see army GI Joe in some brush, maybe in a fox hole. Bombs would be going off all around him. For the marines maybe they were shown landing on a beach. Some boxes showed whole towns in ruins. Then you open up the box and find a single lone soldier. No sand, no beach, no town. It’s amazing how toy manufacturers get away with this.

The next one is a favorite of an associate of mine. TV dinner packaging. Take a good look at a TV dinner, especially one that is basically meat and potatoes. The cover shows this sizzling meal of roast beef, mashed potatoes, peas and carrots or maybe corn, and a nice chocolate dessert. The portions look absolutely huge. You’re ready to open up your TV dinner thinking you’re about to get a really big and hearty meal and you find portions inside that wouldn’t feed your cat. There should at least be a warning on the package that says “not actual size of food inside.”

In future articles we’ll go over other types of deceptive packaging made for one purpose and one purpose only. To make sales.

About the Author

Michael Russell is the author of “Your Independent Guide to Packaging.” Read parts II and III of “The Psychology of Packaging” over the next few days!

The Purpose Of Packaging Design

Package design is not decoration. Did you know that 80 percent of all purchasing decisions are made in-store? As traditional media is being revolutionized right before our eyes, your packaging will most likely be the first introduction a consumer has to your product and we all know how important first impressions are. Your package is a valuable asset that can make or break the sale of your item and should be considered as important as the item itself. After all, no one is even going to try your product if the package is not appealing… there’s simply too much competition to choose from.

Let’s review four key packaging attributes that should be considered prior to making any packaging decisions. Innovation, visibility, content and appeal.

Innovation

The buzzword in product development today is innovation. You can only color and shape a toilet brush in so many ways before you have to start considering how to change the mechanics of the product, thus the invention of disposable heads. The same theory can be applied to packaging design.

Take Target’s pharmaceutical packaging for example. For years your pills were delivered in the same cylindrical bottle with the same small text and illegible instructions. Hopefully you didn’t have more than one family member with prescriptions or else your medicine cabinet really became confusing. With the innovation of Target’s bottle, not only do you know whom the prescription is for by the color band but also the name of the medication as it is clearly indicated on the top of the bottle. Target’s slimmer bottle design allows for a better fit in your cabinet and easier-to-read text on a non-curved surface. Target’s innovation of the pill bottle was a great way to kick off their new pharmacy and draw a following of consumers who were looking for a better experience.

Visibility

The visibility attribute sets your product apart from your competitors. Before beginning a package design project, a category audit should be conducted. It is important to discover who your shelf neighbors are and what attributes they possess in order to design for difference.

Think about the vegetable aisle in your grocery store. Everything is green. Yes, it must be green or the consumer will not buy it. Shoppers expect green for their vegetables and red for their sauces … there is no getting around that. So what can someone do to stand out on a shelf with those kinds of constraints? How about simplify. Recently Publix redesigned their generic items. Not only do the Publix products retain the bargain look, but the simplicity of the design actually makes the product stand off the shelf in a world of green. It is not the most elaborate design but it is perfect for a brand of that price point. Their redesign jumps off the shelf far quicker than many of their counterparts.

Content

Examine the difference between Nordstoms and JC Penney. You walk into Nordstroms and your senses are immediately affected. The sound of a piano player in the middle of the store and the fact that you are not bombarded with sale items or cluttered aisles of merchandise allude to a feeling of elite. You immediately sense that the store is upscale. Now think about JC Penney, you can barely walk through the store without knocking something over nor can you see past 10 feet in front of you as the aisles of merchandise are stacked high. This environmental scenario will tell you that somewhere in JC Penney there is a bargain for you. Neither of these scenarios is incorrect. It is all about your brand and how you want your product or service to be perceived.

Content for packaging works similarly. If you clutter your package with flashy stickers of “New!” or “As Seen on TV”, expect to set your product to a lower price point. On the contrary, develop a package with a sleek design and less clutter, expect a perception of higher quality and set your product at a higher price point. Remember, you still must uphold your brand promise. Putting junk in a nice box does not change the fact that it is junk.

Appeal

Lastly, the most important attribute is appeal. The word attribute is used loosely in this case, as appeal has to do with the combination of Innovation, Visibility and Content. After you have examined these key attributes, you must determine if your solution is appealing. The best way to determine appeal is to conduct research specific to your objectives.

As television ad viewers and radio listeners decrease due to a recent shift in lifestyle habits, the importance of your package speaking for you is immeasurable. Your package is akin to a first impression of your product and company. Uniqueness, appearance and content determine whether a person is worth engaging in conversation and the same goes for your product. Make sure that your product can easily make that leap from shelf to hand.

About the Author

Laura Denman is the Strategy Director for XO Create! who provides expertise in package design for the youth market. XO Create! assists organizations in positioning and moving product through compelling packaging solutions. You can contact Laura at (678) 319-4242 or by mailing:

XO Create!
1320 Union Hill Industrial Court, Suite C
Alpharetta, GA. 30004

Marketing? It’s All About The Packaging!

What is marketing if it isn’t just effective packaging?

Confused? Good! It’s the first step to learning something new and exciting.

The product doesn’t matter. Everyone else sells it too. The only way to make it different is to change the packaging. The packaging makes all the difference.

Instead of trying to sell a product or a service, why not sell the package? But just what is the package? Ahh… good question.

The package is the emotion.

What do you really sell? It’s not a product, or a service, or a bunch of features, or even benefits. It’s an emotion. Everyone wants to feel better. There isn’t a person on the planet who doesn’t. So start making people feel better and your sales will soar… astronomically!

So how do you do that? How do you package up an emotion and sell it?

Here are some clues…

People in life do more to avoid pain than they do pleasure. It’s a proven psychological principle. So there’s a good start. How can you remove the fear of buying with a risk reversal guarantee? That’s good packaging thinking.

How can you remove people’s frustrations? How can you tell people you can get them out of pain? What way can you help them to avoid pain, reduce their fear, eliminate their stress, worry, and apprehension?

That’s packaging. That’s the competitive edge.

What about the pleasure side?

How can you make people feel great? No one wants to be satisfied. Think about sex. Would you like to tell people you had a wonderful weekend with a new friend where you had lots of satisfactory sex?

Of course not! No one wants to feel satisfied, unless it’s after another wonderful feeling.

People want to feel wonderful, excited, passionate, enthused, happy, joyful, contented and peaceful. So how can you package your product to make people feel that? How can you relate what your product is to how they will feel?

Then how can you communicate it with colourful words and language so they get a sense of anticipation and joy, even before they buy, so they can’t wait to experience the feeling that can only come from ownership?

Now for the million dollar question.

How can you combine both?

When you combine both, WOW! That’s power. That’s persuasion. Can you imagine it? Can you see it? Can you feel it?

That’s marketing! That’s true power. That’s how you make MASSIVE profits! That’s how you live the lifestyle of your dreams that others envy!

About the Author

Tim Stokes is a strategic marketing genius! He understands packaging. That’s what sets him apart. To find out more about this amazing man, visit BBMS.com.au.

Packaging 101

Feeling overwhelmed while trying to develop a package for your product? I’m not surprised. Packaging is the third largest industry in the country. In fact, there are more than 10,000 packaging manufactures in the US alone. The proliferation of material choices and vendors is extensive. To begin you will have to narrow the resource and material universe before you package anything. That is your first step because you can’t have a product without a package.

Which vendor is right for you? What is your packaging material of choice? Do you understand the differences between each material and what value each will bring to marketing your product? How do you sift through the mounds of information and resources to set started packaging your product?

Here are 5 easy rules to get you started.

1. Do Your Homework—Before you decide how you want to package your product you need to see and understand what is already available in the marketplace. Even if your product is the greatest new invention out there, you will still have competition of some sort. Start by checking that out first. Visit outlets that carry similar products or products in the same category. For example, if you have a houseware product you should check out places that market housewares. Don’t just pick one outlet. Go to a variety of stores. You don’t want to develop a great new packaging concept only to find someone else is already doing the same thing. The more you look the better informed you will become. Be careful not to go into information overload by visiting every retailer outlet out there. This will only serve to confuse your decision making process.

2. Pick Your Packaging Material—This isn’t as simple as it sounds because there are many external factors influencing why products are packaged in certain types of materials. Certain products lend themselves special merchandising. Some products can only be merchandised in certain materials. How the product is merchandised may dictate what type of package material you use. For example, if you need clarity to see the entire product then you are probably going to want plastic. The choice of material may also be dictated by availability.

Packaging materials are classified by their primary raw material. Two simple examples are paper and plastic. Within in each material type are numerous sub categories of different types of packaging. If you chose paper packaging it might be a box, a bag, a drum, a tube, a canister and so on. See the variety of choices? It’s easy to become inundated with options and hard to figure out what is the best choice. As products lend themselves to several different packaging materials, it’s best to start with what you know is working with similar products. Even if you choose the same material as a competitive product the package doesn’t necessarily need to look the same.

3. Optimize Your Package Profile—This is what is called the retail footprint, i.e., how much space will your product take up on the shelf. Your goal is to have the smallest size or amount of packaging you can while optimizing the shape and design of the package. It’s important to understand the concept of the retail footprint. Retail space is at a premium so the smaller amount of space you use the happier the retailer will be. They may even specify that your product only be allowed so much shelf space. In any case, you need to understand the concept and incorporate that in your sales pitch to retailers.

Many times you can package your product in variety of different ways. This is where creativity comes into play. Your product doesn’t just have to sit on a shelf in a box. It could sit upright; it could hang or be displayed in a floor stand or similar merchandiser. There are many unique ways to merchandise any product. You just have to think outside of traditional ways of doing things. Look at other products from different industries. See if you can’t incorporate design ideas into your own product packaging.

4. Be Prepared To Take Advice—I know you are in love with your product and you are sure you have ALL the answers, but you can’t be an expert at everything. Listen to what other people have to say about your product packaging. Don’t get so caught up in your own ideas that you make design mistakes or mistakes in merchandising. Get a reality check from someone who knows nothing about your product. See if your packaging concept is compelling to an outsider. By that I mean that they are interested enough to pick your product up off the shelf.

There are many resources available to you at little or no cost. Many vendors provide design expertise as part of the order. There is an unlimited amount of resource materials that can give you basic information that can save you many hours and costly mistakes. Be sure and spend time checking them out.

5. Think Big, But Be Prepared To Compromise—I know your product is fantastic, but you may need to start out on a smaller scale than you envision. One of the largest obstacles might be finding a vendor. In general, custom packaging is relegated to large volume orders and you are probably not there yet. But don’t despair.

Look for stock items that can be customized. The stock container market has improved dramatically with innovation and new designs. In fact there are many companies now that provide only stock containers. You can customize stock on a smaller scale. With a simple label change, your package may there. Also ordering in a limited quantity allows you to change and modify your packaging as your sales increase. You don’t want to have 10,000 old packages on hand when you have a design change or need to change what’s on the package due to some regulatory issue.

The important fact is to understand that packaging is not static it evolves and changes with consumer needs and demands. It can even change because you have more business and can order in larger quantities. What worked in the past may not work tomorrow. You need to be innovative and creative in your thinking. Look for guidance and expertise in outside resources. Keep up with packaging changes and materials. Don’t get caught ordering too much stock that you can never use. Think big and start small.

Don’t wait until it’s too late. Make packaging your first thought, not your last.

I get hundreds of inquiries a month asking how to package products. Most of the time, they are in crisis mode because they did not think about the package until crunch time. I just got a call from an entrepreneur whose packaging was a disaster. She never thought about the role packaging plays in her product’s success until her retailer said “NO WAY” to her product packaging. She had to start over. As a result, she lost a great deal of money in the process.

To help others learn that lesson before it is too late, I have come up with a basic workshop offering education on packaging products to sell. Whether you are an entrepreneur, inventor, work from home mom, or a small business person with an idea or product it is imperative to understand the role packaging plays in a successful product launch. Packaging 101… it is simple and offers the basics of what you need to know.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging For Women

In just one month three California vineyards have introduced new wine product lines specifically targeted to women.

The product offerings are intriguing with names such as “White Lie” and “Mad Housewife” to the latest introduction “Working Girl White.” These wine companies are responding to the message: A wine just for women.

Interestingly, all three wines have different product approaches. From clever white lies on the corks, to retro chic on the bottle graphics each has its own unique appeal.

What’s the driver behind this new product offering? Quite simply, it is the demographics. Women either make or influence 85% of the purchasing decision and companies are finally waking up to that fact. Unfortunately, just taking the man off the box and replacing it with a woman isn’t the answer. Nor is it to use pink packaging or other feminine colors.

So what do women really want in their product packaging? What will entice them to pick your product off the shelf? What siren screams “buy me” as she walks down the isle? The answers are not what you might think. Women perceive products differently than their male counterparts. They have different expectations of products. Women say that they product manufactures don’t understand their wants and needs either. In fact 59% of women feel misunderstood by food marketers. This market segment accounts for 60-70 of all product packaging.

So, how do you get this powerful consumer to connect with your packaging? First, see the product though the woman’s eyes not the designer’s or brand manager’s. In my recent research, product attributes such as the shape and color were important to people in the packaging industry but not so important to the average consumer. The mostly highly rated characteristics that both groups agreed upon were convenience, ease of storage, and female friendly elements such as the size of package and handles for carrying.

Second, consider how and where the product will be purchased. External factors can influence the purchasing decision as to how and where a woman shops. Recent studies show that women on average no longer make a big “stocking up trip” to the store. In fact they make numerous short trips to get the essentials for the moment. Today’s shoppers are under tremendous time constraints and are willing to pay a premium for the privilege of more free time.

Finally, it is imperative to get noticed. How can you grab their attention? Make packaging simple, easy to read, and use. Get rid of the gimmicks and the hype. More than 89% of survey respondents said they would not purchase a product because it was endorsed by a celebrity, and those that did were embarrassed to admit it. Cause marketing also scored low on the scale of importance in influencing a purchase as did their concern for the environment.

So listen to your female buyers the next time you designee a new product, bond with them on an intrinsic level not through gimmicks or the current “in” celebrity. Make your product easy to read, use and time sensitive. By adhering to these fundamentals you will have garnered her attention.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging Problems That Lose Sales

You have a great product, but it’s not flying off the shelf. Is one of these packaging problems turning sales away?

1. You don’t understand your market—There are so many new markets and retail outlets out there. Don’t forget Internet marketing too. The question is can one package service them all?

The answer is no.

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.

What to do:

Refine your niche attributes. Is your product broad based? Does it appeal to a special target audience? Do you understand what this group is looking for in product packaging? 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).

2. The packaging is too big or too small—In my recent research for the Packaging and Design Summit, I uncovered an interesting fact. Products that work well for children, especially kid proof packaging, simply doesn’t fit the requirements of the over 50 market.

What to do:

Keep size in mind when designing your product packaging. Who is actually going to use this product and how? Is there a shelf life or consume by date that can impact the usage factor?

Tidbit:

• Women said: keep it easy to carry and easy to store.
• Boomers said: keep it simple and easy to open.

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. Much of this packaging has come about for specific reasons: security, tamper evident, counterfeiting and so on. But think about it the next time you try to open a product. Was all that packaging necessary?

What to do:

Try testing with a focus group outside the world of packaging. Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can’t. I did a segment for NBC TV as their packaging guru. They ended the story with people ripping and tearing open the packaging that I had so carefully explained. Boy, was that an eye opener. Look for my upcoming article in the June issue of Global Cosmetics Industry.

“Don’t think like a package designer. Think like a consumer”

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. Have you ever been totally confused when looking at a product package? What am I supposed to do with it? Or what’s the purpose? This is a total turn off.

What to do:

Tell people up front what’s inside, how to use it and what the benefits are. Simpler is better — especially when we are in a hurry.

5. The package doesn’t fit with today’s life styles—Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Large quantities and amounts do have a special market but generally people are buying in smaller size units. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China ready to use was the only type packaging available. Single servings were huge there and now they are becoming hot here.

6. People are confused by the packaging—More product iterations mean more confusion at retail. Yes, I know brand managers are constantly creating new and improved versions, but get real! How many new and improved products are really different from their predecessor?

7. The package doesn’t fit the retail outlet—There are myriad of cross marketing opportunities available. What works in a club store certainly won’t work at a convenience outlet. Consider where your package will be merchandised.

What to do:

Ensure you have the appropriate package size for the retail outlet. Go to a store and see how people shop. It could affect the product’s success.

8. The package isn’t contemporary—There are a lot of old brands that are repackaging their image. Old brands have been revitalized with new and updated packaging. Old brands can lose favor with the consumer simply because they look old.

What to do:

Keep on top of important trends. Remember when the Pillsbury Dough Boy went on a diet? Just kidding, but he did get slimmer and trimmer in his image. The same is happening to Ronald MacDonald. He is getting a makeover too. Even long-standing icons have to keep up with the times.

9. The package is too gimmicky or doesn’t work—Keep in mind, simple is better. Products that get too complicated only appeal to a certain market segment, and it’s not boomers, the largest share of the purchasing market. The electronics industry seems to have lost track of this fact. Make sure it doesn’t apply to your product.

Whatever the problem is, it can be corrected by understanding your target audience. Learn what they want and need. Make some adjustments and watch packages fly off the shelf.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging And Food Safety

It’s sad to say but it takes an event like the ecoli outbreak resulting from tainted spinach for the media to take notice of the role packaging has to play in our society. Now it’s coming under some serious scrutiny. I was surprised to hear network TV mention the packaging and food security this week and tie it to the threat of bio-terrorism. Are they finally waking up to the role packaging has to play in modern society?

I have been speaking about the issue of food security for years and repeatedly discuss what a threat it can be. I almost always mention it somewhere within my programs and it seemingly falls on deaf ears. I even have it listed in my media profile. Guess what. I haven’t received a single call wanting to know more about packaging and security. Do you think my phone will ring off the hook now?

Well, the big boys are finally getting into the packaging picture. Did you know that the U.S. food supply is governed by a complex system administered by 15 agencies? Most people only think of the FDA. The point is, however, that you need to understand the ramifications of incidents such as the ecoli outbreak and the role of your product’s packaging. Many times an incident like this is totally out of your control. It may not even be in your product category but it can impact your business in serious ways.

For example look for “spinach” issues to spill over into other fresh products, such as lettuce, carrots, broccoli and so on. You need to understand how what happens with one product can crossover into other similar or like products. On the news this morning, they mentioned products being packaged in certain types of packaging. I actually heard the word “clamshell” mentioned. So packaging is in the picture. Now what do you plan to do about it? But no matter what the outcome of where and how the product’s integrity was compromised, there will be ramifications on product packaging.

What process of security validation do you have at your packaging manufacturing plant? Do you monitor who is going in and out of your facility? Several years ago I visited a flexible packaging manufacturer that had a very elaborate security procedure for identifying not only visitors but workers too. I was impressed that they thought about the impact of a potential threat to their packaging manufacturing long before it became a mainstream security issue.

You need a proactive strategy to protect your packaging interest and in many cases to utilize it as a marketing tool. Does your product/s have this “hot button” issue: The package can be easily opened and tampered with?

Start rethinking how you can resolve the situation. Consider the clamshell. Many of these packages just pop open or have no security measure whatsoever. I know it’s important for people to see and have access to the product. But I suspect there will be a demand for some type of security device to show that the clamshell has not been opened or tampered with. That being said, you better FIX it. In any case, I’d start marketing the “security” angle in your product packaging and if you don’t have one get started.

Also be prepared for the “worst case” scenario even though its not the packaging’s fault there is even some speculation that the category of “prewashed” greens produce might entirely disappear it from the supermarket if they can’t get a handle on keeping it uncontaminated.

This issue will continue to be in the media forefront now that they have recognized that there is a problem. Let’s just hope that a more serious event doesn’t have to occur to have companies sit up and take notice of how important the role of packaging security is to modern society.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging As A Marketing Tool

Thousands of new products are introduced every year, more than 15,000 to be exact. How can your product compete, not only with established brands but with the plethora of new products that are being introduced? The answer of course is the packaging. The right packaging with the right message will rise above the competitive landscape. 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.

Understanding the complexities of how a package reaches out to a consumer is one of the most important things to understand. Communicating that message on product packaging is a time consuming and difficult challenge. The answer derives from understanding what the consumer wants from their product packaging. A good way to assess this problem is to look at yourself and how and where you shop?

What compels you to look at a new product? What drew you to pick it up and take a closer look? Your answer may be different from that of another member of your family or a significant other but the message is the same. You were intrigued enough by whatever ever that made you pick up the product and take a closer look. That’s half the battle won because your product will never sell if someone doesn’t pick it up in the first place.

I know it’s a 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. Remember think from the consumers’ perspective not from the manufacturers.

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.

• Is it new and innovative?
• Is it fulfilling a need?
• Is it easy to use and convenient?
• Is it a good value?
• Does it make the consumer happy?
• Does it inspire consumer trust and loyalty?
• Is it safe and secure?
• Does it compel you to want to know more?
• So how does your product stack up in solving a consumer want or need?
• Would your package make someone desire to take a closer look?

Remember it’s the package talking here. It’s the one doing the work marketing what’s inside to the customer. That’s what you need to drill in your brain about your package - why buy me?

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.

Don’t get concerned it your package doesn’t do all of the above. It only takes one unique attribute that will intrigue a consumer to take a closer look. Of course the more needs you can fulfill the better “connection” to the consumer.  The “consumer connection” is what you are trying to create. So think outside the typical behavior and solve the hidden need that will make a consumer buy your product and not a competitors.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

5 Easy Steps to Get Started Packaging Your Product

Feeling overwhelmed while trying to develop a package for your product? I’m not surprised. Packaging is the third largest industry in the country. In fact, there are more than 10,000 packaging manufactures in the US alone. The proliferation of material choices and vendors is extensive. To begin you will have to narrow the resource and material universe before you package anything.  That is your first step because you can’t have a product without a package.

Which vendor is right for you? What is your packaging material of choice? Do you understand the differences between each material and what value each will bring to marketing your product? How do you sift through the mounds of information and resources to set started packaging your product?

Here are 5 easy rules to get you started.

1. Do Your Homework

Before you decide how you want to package your product you need to see and understand what is already available in the marketplace. Even if your product is the greatest new invention out there, you will still have competition of some sort. Start by checking that out first. Visit outlets that carry similar products or products in the same category. For example, if you have a houseware product you should check out places that market housewares. Don’t just pick one outlet. Go to a variety of stores. You don’t want to develop a great new packaging concept only to find someone else is already doing the same thing. The more you look the better informed you will become. Be careful not to go into information overload by visiting every retailer outlet out there. This will only serve to confuse your decision making process.

2. Pick Your Packaging Material

This isn’t as simple as it sounds because there are many external factors influencing why products are packaged in certain types of materials. Certain products lend themselves special merchandising. Some products can only be merchandised in certain materials. How the product is merchandised may dictate what type of package material you use. For example, if you need clarity to see the entire product then you are probably going to want plastic. The choice of material may also be dictated by availability.

Packaging materials are classified by their primary raw material. Two simple examples are paper and plastic. Within in each material type are numerous sub categories of different types of packaging. If you chose paper packaging it might be a box, a bag, a drum, a tube, a canister and so on. See the variety of choices? It’s easy to become inundated with options and hard to figure out what is the best choice. As products lend themselves to several different packaging materials, it’s best to start with what you know is working with similar products. Even if you choose the same material as a competitive product the package doesn’t necessarily need to look the same.

3. Optimize Your Package Profile

This is what is called the retail footprint, i.e., how much space will your product take up on the shelf. Your goal is to have the smallest size or amount of packaging you can while optimizing the shape and design of the package. It’s important to understand the concept of the retail footprint. Retail space is at a premium so the smaller amount of space you use the happier the retailer will be. They may even specify that your product only be allowed so much shelf space. In any case, you need to understand the concept and incorporate that in your sales pitch to retailers.

Many times you can package your product in variety of different ways. This is where creativity comes into play. Your product doesn’t just have to sit on a shelf in a box. It could sit upright; it could hang or be displayed in a floor stand or similar merchandiser. There are many unique ways to merchandise any product. You just have to think outside of traditional ways of doing things. Look at other products from different industries. See if you can’t incorporate design ideas into your own product packaging.

4. Be Prepared To Take Advice

I know you are in love with your product and you are sure you have ALL the answers, but you can’t be an expert at everything. Listen to what other people have to say about your product packaging. Don’t get so caught up in your own ideas that you make design mistakes or mistakes in merchandising. Get a reality check from someone who knows nothing about your product. See if your packaging concept is compelling to an outsider. By that I mean that they are interested enough to pick your product up off the shelf.

There are many resources available to you at little or no cost. Many vendors provide design expertise as part of the order. There is an unlimited amount of resource materials that can give you basic information that can save you many hours and costly mistakes. Be sure and spend time checking them out.

5. Think Big, But Be Prepared To Compromise

I know your product is fantastic, but you may need to start out on a smaller scale than you envision.  One of the largest obstacles might be finding a vendor. In general, custom packaging is relegated to large volume orders and you are probably not there yet. But don’t despair.

Look for stock items that can be customized. The stock container market has improved dramatically with innovation and new designs. In fact there are many companies now that provide only stock containers. You can customize stock on a smaller scale.  With a simple label change, your package may there. Also ordering in a limited quantity allows you to change and modify your packaging as your sales increase. You don’t want to have 10,000 old packages on hand when you have a design change or need to change what’s on the package due to some regulatory issue.

The important fact is to understand that packaging is not static it evolves and changes with consumer needs and demands. It can even change because you have more business and can order in larger quantities. What worked in the past may not work tomorrow. You need to be innovative and creative in your thinking. Look for guidance and expertise in outside resources. Keep up with packaging changes and materials. Don’t get caught ordering too much stock that you can never use. Think big and start small.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

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