Sustainable Packaging Buying Decissions可持续包装购买Decissions

A recent packaging survey in an industry publication suggests that almost half of American consumers consider one or more sustainability factors when shopping for products in stores.最近的一项调查中包装行业的出版物显示，将近一半的美国消费者考虑的一个或多个因素的可持续性购物时对产品的商店。

The survey suggests that not only are the products important but the packaging and the store where products are purchased also playing a role.本次调查显示，不仅是重要的，但产品的包装和商店购买的产品也发挥了作用。 This information could be invaluable to you when designing or sourcing packaging materials.此信息可宝贵的给你当设计或采购包装材料。

Some of the surveys other findings include:一些调查其他调查结果包括：

• Almost 25% of the respondents consider two or more sustainability issues when making a purchase.近25 ％的受访者认为两个或两个以上的可持续性问题时购买。 Over 29% said that environmentally friendly packaging influenced the brands they bought, and 21% choose stores that carry a wide selection of products in sustainable packaging.超过29 ％的人认为环保包装的品牌影响他们购买，并选择21 ％的商店进行了广泛的产品选择在可持续包装。
• Sustainability factors are most important in the households of aging baby boomers and those with less than four people.可持续发展的因素是最重要的家庭的婴儿潮老化和不到4人。 Larger households with smaller budgets may choose products with lower prices instead of sustainability.放大较小的家庭预算可以选择的产品更低的价格，而非可持续性。
• Failing to reach the 55-and-over market could be a problem for companies and retailers because they are missing a large part of their main consumer base.如果达到55及以上的市场可能有问题的公司和零售商，因为他们失踪的很大一部分他们的主要消费群。
• Conscious consumers direct most of their buying to drug stores rather than supercenters.消费者最直接的购买到药店，而不是购物中心。
• High sustainability concerned customers have a higher purchase rate in food and beverages.高级可持续性有关客户有较高的购买率在食品和饮料。

In terms of packaging, the survey recommends that companies and retailers do the following:在包装方面，调查建议，公司和零售商做到以下几点：

• Utilize all opportunities to reduce packaging and leverage recycled materials, reusable, and biodegradable materials among their private label products.利用一切机会，以减少包装和利用再生材料，可重复使用，以及生物降解材料在其自有品牌的产品。
• Increase the availability of products with eco-friendly packaging.增加提供的产品环保包装材料。
• Optimize shelf-space as the package size is reduced.优化货架空间的封装尺寸减少。
• Signal all significant environmentally friendly packaging improvements.信号的所有重大环境友好的包装改进。

As you can see, many factors go into making buying decisions for sustainable packaging.正如你可以看到，许多因素进入决策购买决策的可持续包装。

Packaging Inside The Box包装盒内

Many companies look to contract packagers and packaging supply companies for interesting and unique packaging designs.许多公司都期待着合同包装和包装供应公司，有趣而独特的包装设计。 Everyone wants their packages to look exciting and unique but this could come at a steep price in the marketplace.人人都希望自己的软件包寻找激动人心的和独特的，但可能是在一个陡峭的价格在市场上。

Many years ago retailers were open to different colored items in different sizes.许多年前零售商开放给不同颜色的物品在不同的大小。 Back then they welcomed multi-packs and bonus packs.当时，他们欢迎多包和奖金包。 But with the advent of planograms which make planning product positioning ridged, controlled and consistent, creative and oddball sized packages are a thing of the past.但是，随着planograms ，使规划产品定位脊，控制和一致的，富有创造性和古怪中小企业包是过去的事情。

Package sizes are controlled at the corporate buying level now.包装的大小控制在公司现在购买水平。 Ever notice how every box of laundry detergent is the same size even if they are manufactured by different companies?以往每通知书如何一盒洗衣粉是相同的大小，即使它们生产的不同的公司？

This packaging standardization occurs because the buyers have set sizes and locations for products and shelving and expect square pegs to fit into square holes.这种包装标准化发生原因，是因为买家设置大小和位置的产品和架子，并期望平方米挂钩融入方洞。 You may have a package and want to add a premium to it or make it into a bonus pack in order to attract more sales (“Get an extra 20% free!”)… but if that makes your package too tall or too wide then you will not have shelf space for your product.您可能有一个包和要新增的溢价或使之成为一个奖金包，以吸引更多销售（ “获取额外的20 ％免费！ ” ） ...但如果让您的一揽子太高或太宽然后你不会有货架空间为您的产品。

Also, if you go with a container that looks great but can’t be stacked, then you may run into problems as well.另外，如果你去一个容器，看上去很棒，但不能堆叠，那么您可能遇到的问题。 Buyers and stockers appreciate carefully designed packages tha make their lives easier.买家和stockers欣赏精心设计的包装塔使他们的生活更容易。

So, as you can see, while the marketers in your company are always looking for something unique to attract the eye of the customer, the reality of the situation is that they are forced to think inside the box and conform to industry standard sizes and shapes of packaging.所以，你可以看到，虽然商家在你的公司一直在寻找一些独特的吸引眼球的客户，现实的情况是，他们被迫认为盒内，并符合行业标准的大小和形状包装。

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好处产品内？

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。

How To Package A Cause To Sell More Products如何封装的原因，以销售更多的产品

What is “cause marketing” anyway?什么是“事业营销”吗？ I think it is a misunderstood concept for the vast majority of people.我认为这是一个被误解的概念绝大多数人。 The definition for this type of campaign came from the Cause Marketing Forum.该定义为这种类型的运动来自市场营销论坛的原因。 (Note: It is not the endorsement of a product by a celebrity to sell more products.) We will touch more on celebrity marketing and product packaging in a future issue. （注：这是不是认可一个产品由一个名人出售更多的产品。 ）我们将接触更多的名人营销和产品包装在未来的问题。

When I spoke at the M2W conference about cause marketing to women, I was surprised to find other speakers talking about the same issue.当我讲了约M2W会议营销事业的妇女，我惊奇地发现其他发言者在谈论同样的问题。 The problem was that all of us used the same example of supporting a cause (breast cancer) in marketing to women.问题是，我们所有人都使用相同的例子，支持一个事业（乳腺癌）的营销妇女。 I know breast cancer is an important issue and companies like Yoplait and Eveready have done an excellent job in using this as a marketing tool.我知道乳腺癌是一个重要的问题和公司Yoplait和永做了出色的工作中以此作为市场营销工具。 Unfortunately, it’s really sad when experts use the same example to illustrate cause marketing.不幸的是，它真的伤心时，专家们使用相同的例子来说明营销事业。 This begs that there are a lot of missed cause marketing opportunities out there.这引出，有很多原因错过了销售机会了。

There are many excellent causes that make great opportunities for enhancing your packaging’s “sale appeal” too.有许多出色的原因，使巨大的机遇，加强您的包装的“买卖呼吁”太。 I found a very interesting example from Celestial Seasonings tea packaging.我发现一个非常有趣的例子来自天体调味茶包装。 The graphics on packs of two new teas feature woman wearing a designer style red dress icon and provide educational information about women’s risk of heart disease.图形上包了两个新的茶叶功能的妇女佩带设计师风格穿着红色裙子的图标，并提供教育资讯的妇女患心脏病的风险。 Additionally, Celestial Seasonings pledges a portion of the proceeds from the sale of new teas to WomenHeart.此外，认捐天体调味料的部分收益来自出售的新茶，以WomenHeart 。 They also donate up to $100,000 generated from the Red Dress pin offer featured on 17 million tea boxes.他们还捐赠高达$ 100000产生的红色礼服引脚上提供特色茶1700万盒。 In addition, they expanded on the theme with other media events.此外，他们还扩大了的主题与其他媒体的事件。

What about the message on bottled water?什么讯息瓶装水？ “Buy Water, Help Children.” Does it work for you? “买水，帮助儿童。 ”它是否为您工作？ Their founders hope so because that’s the idea behind Ethos bottled water.其创始人希望如此，因为这背后的想法校风瓶装水。 In a crowded marketplace (there are more than 800 different brands of bottled water) Ethos sets itself apart through its social mission.在一个拥挤的市场（有超过800种不同品牌的瓶装水）校风集除了本身通过其社会使命。 Can this product connect though its product packaging?该产品可以连接但其产品包装？

Two weeks ago I wrote “The Power of the Package” and discussed how mainstream marketers are losing out with conventional advertising.两个星期前我写的“电力包装” ，并讨论了如何主流市场失去了与传统的广告。 I offered information on the importance of how your packaging needs to engage, evoke, and engross the consumer with the right marketing message.我提出的信息的重要性，如何包装你需要参与，唤起，并独占消费者的权利的行销讯息。

Just this week Ad Age reported that a new book reports that 37% of all advertising is wasted.就在这个星期的广告时代的报告说，一本新书报告说， 37 ％的广告是浪费。 The book by marketing industry veterans, Greg Stuart and Rex Briggs, details a five year research project that tracked $1 billion in ad spending by 36 major marketers and concluded that 37% of all advertising spending is wasted.这本书的营销行业老兵，斯图亚特和獭布里格斯，详细一项为期五年的研究项目，跟踪了10亿美元的广告支出的36大营销并得出结论认为， 37 ％的广告支出是浪费。

I agree that it is wasted.我认为这是浪费。 I have been studying this issue for a while and looking at advertising marketing messages (especially on the packaging).我一直在研究这个问题了一会儿，看广告的营销信息（尤其是在包装上） 。 I wonder every time I see a new campaign at whom is it aimed.我不知道我每次看到一个新的运动，人是它旨在。 Most the time it’s totally unclear to whom the product is aimed.大部分的时间，完全不清楚他们的产品是。 Despite all that is being written about marketing to various demographic groups, they still don’t get it in the advertising messages.尽管所有正在写营销的各种人口群体，他们仍然没有得到它的广告信息。 Major demographic markets are overlooked.主要人口市场的忽视。 In fact, I will be speaking about some important demographics at two upcoming conferences.事实上，我将谈论一些重要的人口在两个即将举行的会议。

So think about causes that your company can identify with.因此，思考原因，您的公司可以识别的。 Consider causes where there is synergy between the message and the product.考虑原因有协同关系的信息和产品。 Don’t just pick a cause for a marketing gimmick.不要只选择一个事业的营销花招。 It needs to complement and expand your brand.它需要补充和扩大您的品牌。

How can you integrate the cause into your product packaging?你怎么能结合的原因到您的产品包装？ Can you successfully create a compelling message?你能否成功地建立一个引人注目的讯息？ Will the “cause” and the manner in which it is portrayed on your product packaging engage the consumer and get them to pick your product up off the shelf?将“原因” ，并以何种方式描述它是您的产品包装进行消费，并让他们选择你的产品了现成的？

Cause marketing is a valuable and innovative marketing tool.营销事业是一种宝贵的和创新的营销工具。 Successfully utilized it can get expanded media coverage at different times during the year.成功地利用它可以扩大媒体的报道在不同的时间在这一年里。

So, think about the causes that make sense for your product.因此，思考的原因，使适合您的产品。 Integrate them into your marketing plan.把它们纳入自己的营销计划。 Look at the calendar and see where you can capitalize on your product packaging with branded cause campaigns and plan your marketing accordingly.看看日历，看到这里您可以利用您的产品包装与品牌宣传活动，并导致您的营销计划相应。

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。

5 Packaging Tips第5包装提示

When you are getting started it’s so hard to understand the integral role packaging has to play in marketing and selling your product.当你开始这么难以理解的整体包装的作用已发挥营销和销售您的产品。 Put simply, it’s one of the most important product decisions you will have to make.简言之，它的一个最重要的产品决定你将不得不作出。

There is a universe of packaging suppliers, materials and even regulations.有一种宇宙的包装供应商，材料，甚至规章。 Not to be overwhelmed, it is easy to navigate if you take it one step at a time.为了不被淹没，很容易浏览如果您是否可以一步步的时间。 It is a process just like any other component in product development.这是一个过程就像任何其他部分的产品开发。 They key is to know which packaging factors will influence your product’s success or failure.他们关键是要知道哪些包装因素将影响您的产品的成功或失败。

Here are five vital packaging tips you need to know as you start on your journey that packages your product to sell.这里有五个重要的包装提示你需要知道你开始你的旅程是您的产品包装出售。

1. 1 。 You can’t have a product without a package. 你不能让一个产品没有一个一揽子方案。

Just think about potato chips and eggs for example.想一想薯片和鸡蛋的例子。 How could you sell them unbroken and undamaged without a package?你怎么可以卖给完整无损不包？ You have to be able to transport a product from point A to point B. The package is what makes it happen.你必须能够运输的产品从A点，以点湾封装是什么使它发生。 Even if your product is not fragile, it can’t get into the buyers hands in a shop worn condition.即使您的产品并没有脆弱的，它不能进入买方手中的一间店铺破旧状况。 Consumers will never buy it.消费者将不再购买它。

It’s interesting how packaging is evolving.有趣的是如何不断变化的包装。 In many cases, there would be no product without the package.在许多情况下，就不会有产品的封装。 Take something as simple as toothpaste.采取一些简单的牙膏。 Whether it’s in a tube or in a pump the package plays an integral role in making this product work.无论是在管或泵的一揽子起着不可或缺的作用，使这种产品的工作。 It is so ordinary that many people never stop to consider this fact: Where would toothpaste be without a package?这是如此普通，许多人从来没有停下来考虑这样一个事实：如果将牙膏没有一套？

So ask yourself these questions:因此，问问自己这些问题：

• Is your invention going to need a package that is part of the actual product?是你的发明将需要封装，是实际的产品？
• Will the packaging be more of a protective device to convey the product?包装将被更多的保护装置，转达产品吗？

Whatever the answer might be, it’s time to start thinking about how the packaging is going to impact both shipping and merchandising.无论答案可能是，现在是时候开始思考如何包装会影响航运和销售。

2. 2 。 The packaging could cost more than what is inside. 包装成本超过什么是内。

The rule of thumb is that the package should be 8-10% of the total cost on average.的经验法则是，包应8-10 ％的总费用平均。 10% of every dollar spent at retail is directly attributable to packaging. 10 ％的每花1美元在零售可直接归因于包装。 But that cost can vary dramatically with the product being packaged.但是，成本可以相差很大的产品包装。 The proportion of cost is lower with high ticket items and higher with commodity items as well as products in which the packaging is a bigger component than the product itself.比例较低的成本是高的贵重物品和更高的商品项目，以及在该产品的包装是一个更大的组成部分比产品本身。

Let’s talk potato chips again.让我们的谈话再次薯片。 Packaging is a much higher cost in an item like this.包装是一个高得多的成本，一个项目像这样。 You have a few chips and a bag but don’t forget that besides the bag there is a master shipping carton that contains the bags of chips.你有几个芯片和一个袋子，但不要忘记，除了包有一个主航运纸箱，包含袋芯片。 This is one of the hidden costs that many people overlook.这是一个隐藏的费用，许多人忽视。

So think about not only the primary package (the one that is going to be seen at retail) but any other packaging materials that you will require to transport, ship or convey your product to its ultimate destination unbroken, not damaged, not tampered with and arriving in pristine condition.所以想不仅是小学包（一个是要看到在零售） ，但任何其他包装材料，你将需要运输，船舶或转达你的产品，其最终目的地完整，不损坏，不篡改和到达处于原始状态。

3. 3 。 Your package has to sell the product not just protect it. 您的包裹已经销售的产品不只是保护它。

The average consumer spends just 2.6 second making a decision whether to pick up your product or not.平均消费开支仅2.6秒作出决定是否要拿起您的产品或没有。 So your packaging better be on target to the right audience with the right message.因此，您的包装上得到更好的目标受众的权利与正确的信息。 Just stroll through any retail that merchandises similar products to yours.只要通过任何漫步零售的商品类似的产品，以你的。 Overwhelmed by the competition? You bet!不堪重负的竞争？ 你打赌！

And that’s just the beginning.而这仅仅是个开始。 Who is going to buy your product?谁是打算买你的产品？ Do you know?你知道吗？ Are you aware of what language, colors, design and packaging materials that appeals to your target demographic?你知道用什么语言，色彩，设计和包装材料，呼吁您的目标人口？ This can make or break whether your product sells or not.这可以使或打破您的产品是否出售或没有。 Ask yourself who do I want to buy my product and what packaging attributes will appeal to them?问问自己，我应该与谁想买我的产品和包装属性将吸引他们呢？

4. 4 。 Most packaging materials suppliers require large quantity orders. 大多数的包装材料供应商需要大量订单。

It’s hard to find a supplier for small quantities.现在很难找到一个供应商的小批量。 The double edged sword is that you don’t have large orders when getting started.该双刃剑，你没有大的订单时开始。 The number one question I am asked is how to find a vendor for small quantities.第一个问题，我问的是如何找到一个供应商的小批量。 In many cases, this can be a challenge but it is not impossible.在许多情况下，这可能是一项挑战，但并非不可能。

I know you have this exotic design concept on your head that’s just going to “wow!” them at retail.我知道你有异国情调的设计理念上你的脑袋这只是“哇！ ”他们在零售。 The reality is that in many cases you will have to start with stock packaging items that you can customize.现实情况是，在许多情况下，你将不得不开始与股票包装项目，您可以自定义。 As you get more orders or are able to order in larger quantities you can upgrade your packaging designs.正如你获得更多的订单或能够以较大的数量，您可以升级您的包装设计。

Don’t be discouraged.不要气馁。 The stock design world has come a long way with innovative designs and materials.股票的设计世界已经走过了漫长的道路与新颖的设计和材料。 With a little innovation and creativity, you can have that prestige look on a start up pocketbook.随着一些创新和创造力，您可以期待的威望上启动袖珍。

5. 5 。 Packaging trends and innovations can influence whether your product will ever get onto the stores shelf. 包装趋势和创新是否会影响您的产品都够到商店货架。

In January of every year, I write a trends piece about where I believe the packaging industry is going for the year.今年1月的每一年，我写的趋势一块约我认为包装业正在为一年。 This covers not only the hottest packaging trends and innovations but outside influences that can drive the retail industry.这不仅包括最热门的包装趋势和创新，但外部影响，可以推动零售行业。 Many influences can be outside of your control.许多影响，可以不在您的控制。 The secret is in knowing what is going to be the “issue” of the future or what might be mandated as a “must have” in your product packaging.秘密是什么将成为“问题”的未来或可能被授权为“必须”在您的产品包装。

There are external factors that can dramatically change what the consumer wants or demands in their product packaging.有外部因素，可以显着变化是消费者要什么，或要求在其产品包装。 What do you know about RFID, product integrity and product security, bio-resins and bio-plastics, environmental sustainability, smart or intelligent packaging?你怎么知道的RFID技术，产品的完整性和产品安全，生物树脂和生物塑料，环境的可持续性，智能或智能包装？ If you are like most inventors the answer is not much.如果您是最喜欢发明的答案是没有多少。 But these packaging concerns are the wave of the future.但是，这些包装关注未来的潮流。 Chances are one or more of these factors will be discussed when your try to get a buyer to commit to carrying your product.机遇是一个或一个以上这些因素将讨论当您尝试买方承诺履行您的产品。

Many requirements mandated but big box retailers such as Wal-Mart and Home Depot drive smaller retailers in the same direction.许多人要求授权，但大方块零售商，如沃尔玛和Home Depot驱动器小型零售商在同一方向。

I’m not trying to scare or overwhelm you with decisions that you are not prepared to make.我并不是想吓唬或压倒你决定，你不准备作出。 I am trying to point out a few of the facts you will need to be aware of and consider in product packaging.我想指出的一些事实你将需要了解，并考虑在产品包装。 The time to address these issues is at the point when you prepare your product for market not at the end when many times it’s too late.的时间来处理这些问题是在这一点当你准备你的产品的市场而不是在结束时，许多时候，为时已晚。

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 Is Our Friend包装是我们的朋友

With all the flurry of activity around the plastic bag and water bottle bans at airports, I thought it was time to reiterate the positive role packaging plays in modern society.所有的一系列活动围绕塑料袋和水的瓶子禁止在机场，我认为这是一次重申，发挥了积极作用发挥的包装在现代社会中。 The role of the package has changed over the years from functioning as a simple container to becoming an integral part of our society.的作用，改变了一揽子多年来从运作的一个简单的容器成为一个组成部分，我们的社会。 Yet most people aren’t aware of the package’s important aspects or don’t understand how it works.然而，大多数人不知道软件包的重要方面，或不明白如何运作。 They just know that it exists especially when they perceive it as a problem.他们只知道它的存在特别是当他们认为这是一个问题。

I just participated in a discussion thread that came about from an article entitled “Common Ways to Waste Your Money.” Surprise, surprise.我只是参加了一个讨论绪才从一篇题为“共同途径废你的钱。 ”意外，意外。 Packaging was on the list (bottled water too) of wasted money ventures.包装是在名单上（瓶装水太多）的合资企业浪费金钱。 I’m not sure who came up with the list but it contained 19 different items ranked in no particular order.我不知道谁想出的清单，但它包含19个不同的项目排在任何特定的顺序。 I couldn’t resist reading what people were saying about the “lowly” package.我无法抗拒读什么人说的“卑贱”一揽子计划。

The vast majority of the discussion thread on packaging revolved around all the bad things that packaging supposedly adds to the waste stream, over packaged and excess packaging materials, difficulty in opening and so on.绝大多数讨论串连包装围绕着所有不好的东西，包装理应增加了废物流，在包装和过度包装材料，难以开放，等等。 One thing was clear; these people haven’ta clue about what packaging really does for us.有一点是明确的;这些人haven'ta什么线索包装确实对我们来说。 The responses were almost comical as if the very products we use appeared magically at the store ready to be purchased, free of all encumbrances (the packaging) and pristine and pure in every regard.答复几乎滑稽的是，如果非常使用的产品，我们奇迹般地出现在商店随时可以购买，没有任何负担（包装）和质朴和纯洁的每一个方面的工作。

These people need to get real!这些人需要得到真正的！ One person was ranting and raving about bacon and why it is packaged the way it is.一人演说和狂言的熏肉和为什么它是包装的方式是。 I’m not sure how she expects to have bacon available for purchase without the packaging.我不知道她如何预计将腊肉，供人购买的包装材料。 Perhaps she lives on a farm where they butcher hogs and she can line up at the slaughter house each morning.也许她生活的一个农场，他们在猪屠夫，她可以排在屠宰场每天早晨。 But what about the other 95% of us that don’t?至于其他95 ％的我们，不？ We shop at the market and expect it to supply what we want, when we need it.我们店的市场，并期望它提供我们想要什么，当我们需要它。

I’m not going to expound in depth on all the “real” things packaging does, but think of the primary responsibilities of the package.我不会深入阐述对所有“真正的”没有包装的东西，但认为主要责任的封装。 On the “short” list: It protects, conveys or transports the product so that it arrives undamaged or unbroken.论“短”名单：它保护，传达或运输工具的产品，以便它到达或完整无损。 It educates or tells us what is inside and what to do with it.它教育或告诉我们什么是内部和怎么做的。 It sells or persuades us to buy it.它的售价或怂恿我们去花钱买它。 It makes it easy for us to use or consume it.它可以很容易让我们使用或消费它。 Remember, that’s just the short list.请记住，这只是短期名单。

Now let’s look at the issues that arise without the role the package has to play:现在让我们看看在所出现的问题没有作用的一揽子必须发挥：

• Broken or damaged contents (smashed potato chips and broken crockery).残破或损坏的内容（捣破薯片和破碎的陶器） 。
• How many servings are there?有多少份呢？
• What temperature do I cook it?什么温度，我做饭什么？
• Where and how do I plug it in?在哪里以及如何将其插入？
• How do I put it together?我如何把它在一起吗？
• Will it color my gray, help me lose weight quickly, or attract the opposite sex?将它的颜色我的灰色，帮助我迅速减肥，或吸引异性？
• Can it be cooked in the microwave?难道煮熟的微波炉？
• What’s for dinner?有什么吃晚饭？
• iPod anyone? iPod的人？

Now who’s real?现在谁的真实？ Sorry to say but there are some real idiots out there.很抱歉地说，但也有一些真正的白痴了。 Sure packaging contributes to the waste stream, and yes some things are over-packaged or hard to open but think through your day from the time you get up to your last bedtime snack.当然包装有助于废物流，并有一些事情是过度包装或很难打开，但想通过您的一天从你起床到去年睡前小吃。 How many of those things could you use, do or accomplish without packaging?有多少这些东西你能不能使用，或不完成不包装？

So think before you rant.因此，在你认为言论。 Understand before you condemn product packaging as the bane of your existence.之前，先了解产品包装谴责的祸根您的存在。 You can’t have a product without a package.你不能让一个产品没有一个一揽子方案。 Most importantly, packaging is our friend.最重要的是，包装是我们的朋友。

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。

Unsolicited Testimonials不请自来的推荐

The Aaron Thomas Company is a full service contract packager that has been offering award winning packaging services since 1973.艾伦托马斯公司是一家提供全面服务的合同包装已提供屡获殊荣的包装服务自1973年以来。 As a packager, we are usually the last to touch your product before it goes to the marketplace.作为一个包装，我们通常是最后谈谈您的产品之前，这就是市场。 Why trust your brand image with just anyone?为什么信任你的品牌形象与公正吗？

Here are a few examples of the positive feedback we receive on a regular basis:这里有几个例子积极的反馈，我们收到定期：

“On Monday, February 3, Fuji Photo Film was presented with an opportunity to ship a large amount of un-forecasted displays to a national account so long as we could promise delivery to stores around the country my February 13… despite the lack of lead time and the new parts, product was received at our warehouse in time to ship before our inventory shutdown on Thursday. “星期一， 2月3日，富士胶片，提出了一个机会，船舶大量的联合国预测显示一个国家的帐户，只要我们可以承诺交付给商店在全国各地的2月13日...尽管缺乏导致时间和新的部件，产品已收到我们的仓库中船的时间在我们的库存周四关机。 Please extend the thanks and appreciation of the entire Fuji Supply Chain Group to all involved.请延长感谢和赞赏，整个供应链的富士集团向所有参与。 Their efforts enabled us to say “YES!” to our customer.” — Fuji Photo Film, USA他们的努力使我们能够说“是！ ”我们的客户。 “ -富士胶片，美国

“I want to take this opportunity on behalf of California Innovations, to express our extreme gratitude to Aaron Thomas Company and staff that works on our account, because it is the team effort of all involved that ensures the entire operation is efficiently executed from beginning to end. “我想借此机会代表美国加州的创新，以表达我们的极端感谢阿龙托马斯公司和工作人员的工作我们的帐户，因为它是团队努力的有关各方，以确保整个行动是有效执行从开始到末端。 Aaron Thomas should be extremely proud of the dedicated and knowledgeable employees that manage the operation…” — California Innovations阿龙托马斯应该感到非常自豪的奉献和知识型员工管理的运作... “ -美国加州的创新

“I am writing to let you know how pleased we’ve been with the work you did for us on the last project. “我写这封信，让您知道多么高兴我们一直与你的工作为我们做的最后一个项目。 Frankly, we were amazed at the friendliness, helpfulness and initiative that your staff had taken to help us see the project through, from the planning stage to the final product.坦率地说，我们惊异于在友爱，乐于助人和主动性，你的工作人员采取了以帮助我们看到通过该项目，从规划阶段到最终产品。 Each member of your staff was willing and eager to help in any way they could.” — Sephra Fountains每个成员的工作人员是愿意而且渴望帮助以任何方式他们可以。 “ -S ephra喷泉

“Maria Moreno and her team have consistently served our company with a high level of friendliness, professionalism, accuracy, usually under tight time line demands. “玛丽亚莫雷诺和她的团队一直担任我们公司的高水平的友好，专业性，准确性，通常时间紧张的情况下线的要求。 Several people in our company have commented on Maria’s efforts and Aaron Thomas’ performance in general, wishing that all of our business relationships worked as smoothly.” — ACME Food Sales有几个人在我们公司的评论玛丽亚的努力和Aaron托马斯表现一般，希望我们所有的商业关系作为工作的顺利进行。 “ -海洋环境咨询委员会食品销售

“This was a package that was created less than one month before shipments needed to be made and due to Aaron Thomas’s cooperation the deliveries occurred on time.” — The Dial Corporation “这是一个软件包，建立不到一个月的出货量前需要作出和阿伦由于托马斯的合作，交货时间发生。 ” -拨号公司

“The completion of a 9,000,000 piece magnet job in the short lead time appropriated shows outstanding workmanship on everyone’s part. “完成了900.0万件磁铁的工作在短期内拨出时间显示杰出的做工上每个人的一部分。 I have been pleased with all the areas of your company and staff.我很高兴与所有领域的公司和工作人员。 Everything has run very smoothly, from receiving shipments to customer service.” — Magnetic Attractions一切都运行得非常顺利，从收到出货量的客户服务。 “ -磁景点

“Special thanks to Joe Bednarski for all your attention to detail with respect to the startup of our account and all the logistical issues involved with coordinating information with all our suppliers as well as the documentation and communication of all transactions daily to us.” — California Innovations “特别感谢乔Bednarski您的所有细节的关注与尊重的启动我们的帐户和所有的后勤问题，协调信息与所有我们的供应商，以及文件和通讯的所有交易每天给我们。 ” -加利福尼亚州创新

“I am writing to let you know how pleased I am with the great service we received from your company. “我写这封信，让您知道，我很高兴与伟大的服务，我们收到您的公司。 The packaging and pack out services you provided to us for my customer needed to be done in a very timely fashion in order to meet their yearend shipping goals.” — Castle Pacific包装和包装的服务，您为我们提供我的客户需要做的一个非常及时，以满足他们的年终航运的目标。 “ -城堡太平洋

Packaging That Works包装工程

What products have you purchased lately that you really loved the packaging?什么产品有您购买最近，你真的热爱包装？

One that you have not complained that it’s over packaged but felt like the package really worked in conjunction with the product inside.一，你有没有抱怨，这对包装，但感觉真正的一揽子工作与产品内。

There have been lots of great new packaging innovations that have made our lives easier.有很多伟大的新包装创新，使我们的生活更方便。 There are also so many packaged products that we simply take for granted never understanding that the packaging make it possible.也有这么多的包装产品，我们只是想当然的理解是，从来没有包装成为可能。 These are everyday items that we never consider how they got to us.这些都是日常项目，我们从来没有考虑如何给我们了。

Would we have potato chips without a package?我们将薯片没有一套？ No way.没有办法。

What about eggs?什么蛋？ Did you know that every year there are dozens of egg drop competitions around the country creating new and unique product packaging for eggs?您是否知道，每年都有几十个减蛋比赛在全国各地建立新的和独特的产品包装的蛋？ Have you popped any popcorn in the microwave lately?你出现任何爆米花在微波吗？ It’s the packaging that makes microwave popcorn possible.它的包装，使尽可能微波加热爆米花。 How about toothpaste?如何牙膏？ Are you making your own or are you like the majority of people that buy it prepackaged?你是你自己的决策，或你喜欢的大多数人，预先购买？

The list of packaging innovations that influence our daily lives is astounding.该名单的包装创新，影响我们的日常生活相当惊人。

I worked on a project a couple of years ago to list the most important packaging innovations in the last 50 years.我从事的项目几年前上市的最重要的包装创新在过去的50年。 There were so many choices that it was hard to select the top ten.这里有如此多的选择，这是很难选择的前十名。 Terms like microwaveable, juice box, shelf stable, home meal replacement are direct results of product packaging innovation.条款喜欢用微波炉，果汁盒，货架稳定，家庭餐取代直接结果是产品包装创新。

Now we can’t all come up with packaging innovations that revolutionize a product category.现在，我们不能全部拿出包装创新，革命性的产品类别。 But how can you integrate innovation concepts into YOUR product packaging?但是，你怎么能创新的概念融入到产品包装？

Let me give you a few examples to start you thinking:让我给你举几个例子你开始思考：

• Domino Foods took sugar out of a paper bag and put it into a resalable plastic canister.多米诺食品了糖的一个纸袋，并把它变成resalable塑料筒。
• Sargento Cheese put a reclosable zipper on its shredded cheese packaging.萨亨托奶酪把reclosable拉链就其切碎奶酪包装。
• Heinz Catsup not only created an upside down dispenser but shaped the bottle to fit inside the refrigerator door.亨氏酱不仅创造了一个上下颠倒分配器，但瓶子形状适合在冰箱门。
• Wishbone Salad Dressing developed a spritzable salad dressing instead of pourable.臂沙拉酱制定了spritzable沙拉酱而不是流质。
• Clorox bleach pen that allows a bleaching application to be applied directly to the stain. Clorox公司漂白笔，可以让褪色的应用可直接适用的染色。

All of these packaging concepts had the consumer in mind when they developed alternative packaging methods.所有这些包装概念的消费时，考虑到他们研制的替代包装方法。 In some cases, they fulfilled an unmet consumer need, in other cases they made our lives easier.在某些情况下，他们完成一个未得到满足消费者的需要，在其他情况下，他们使我们的生活更方便。

So what can your product packaging do?那么，您的产品可以包装怎么办？ How will it answer a consumer desire, want or need?它将如何回答了消费者的愿望，希望或需要？ If the package is integral to your product then you better start thinking of how you will answer that question.如果该软件包是不可分割您的产品那么你更好地开始考虑您将如何回答这个问题。 Here is a start to get those creative juices flowing.这是一个开始让这些创造性的果汁流入。

• What can your package do that isn’t being done currently?
• Can you make it easier to use?
• Can you dispense the product in a different manner?
• Can you extend the life expectancy of a particular product?
• Can you offer it in different sizes or shapes than the current market?
• Can you use less packaging materials or environmentally responsible ones?
• Can you make it easier to store or handle?
• Can you make it easier to read or understand what is inside?

Even more revolutionary, can your product tell the consumer when the product is spoiled, bad or has been tampered with? Yes, that technology is out there. Look for it to be the coming wave of new package innovation.

Any package innovation that provides product security, integrity and ensures the product is uncontaminated is a winner. It is imperative that it fulfill a consumer need for product trust.

All of these above are consumer wants, desires, issues or needs. How can you provide them the product packaging that works in satisfying these (in many cases) unmet needs?

About the Author:

JoAnn Hines is the Chief Executive Officer at JR 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.

Is Your Packaging Newsworthy?

I see hundreds of releases on product packaging every week. For the most part I read the headline and say to myself “who cares?” That in itself is very telling because I am a packaging junkie and I’ll read almost anything that has to do with packaging.

Recently, mainstream media coverage of the packaging industry has been more in-depth than usual. I see dozens of articles about packaging each week. Unfortunately, the vast majority of the news articles deal with negative perceptions of packaging and its influence on society. From bottle water to excess packaging the packaging industry is getting a bad wrap. You can help change all that by portraying your product packaging in a positive manner.

So how can you get your product seen by the media in a more favorable light? Make