Packaging That Sells包裝銷售

For the last couple of weeks I have been covering the negative impression that consumers have about packaging.在過去的幾個星期我一直在覆蓋的負面印象，消費者對包裝。 I have tried to dissect all of the ranting and raving from nay-sayers about packaging that doesn’t work.我試圖解剖的所有演說和囈語從伍茲的包裝，不工作。

Just last week Britain’s National Federation of Women’s Institutes (NFWI) launched a campaign highlighting supermarkets wasteful packaging policies.就在上週，英國全國婦女聯合會的院校（ NFWI ）發起了一場運動，突出超市的浪費包裝的政策。 Granted this was in the UK, but similar initiatives could happen here.當然這是在英國，但類似的舉措可能發生在這裡。 I checked it out briefly and I don’t get it.我檢查出來簡單，我沒有得到它。 They are complaining about an packaging that keeps the food protected and sanitary.他們抱怨的包裝，讓糧食保護和衛生。 We need to be prepared and be aware that there are nonsensical reasons that your packaging may come under fire.我們需要做好準備，並意識到有無意義的原因，您的包裝可能會受到攻擊。 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蓋所有的基礎和預期提前當你有問題。

The main thing to visualize is that the role of packaging has changed.主要的設想是，包裝的作用已經發生了變化。 Detractors just don’t understand what the package really does.反對者只是不明白他的包確實。 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.它已經不再足夠的包只是為了獲得產品的零售環境中一個令人滿意的條件，現在它已經以“賣”產品太多。 Packaging plays an integral role in the decision to purchase a product or not.包裝起著不可或缺的作用在決定購買產品或沒有。 The problem is that what the consumer desires is constantly changing.問題是，什麼是消費慾望不斷變化的。 Market trends come and go.市場趨勢來來去去。 I have mentioned growth niches occurring in the food industry before.我剛才提到的增長領域發生的食品工業面前。 Corresponding to the growth are niches that are declining too.相應的增長領域是下降了。 Just like I stated “In What’s In Your Bottle.” Bottled water sales recently surpassed soda sales.就像我說“在什麼是在您的瓶。 ”瓶裝水銷售額超過最近純鹼銷售。 I was beginning to think the bottled water market was tapped out too.我開始認為，瓶裝水市場是挖掘出來。 But creativity never ceases to amaze me.但創造力從未停止地給我帶來驚喜。 We are still welcoming new bottled water product introductions and there is a market for even the most esoteric consumer.我們仍然歡迎新瓶裝飲用水產品的推出，有市場，即使是最深奧的消費者。

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變封裝，因為現在正在使用的產品包裝作為主要的銷售工具。 Gone is the day of the sales clerk who answer your questions about the product.亂世佳人是一天的售貨員誰回答你的問題的產品。 The role of the package is no longer passive.的作用，包不再是被動的。 Its has to “speak” to the consumer both literally and figuratively.它要“說話”的消費者都字面和比喻。 (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. （談包未來的潮流。 ）想想所有偉大的包裝應用可如果你的軟件包交談，並可以告訴您多大年紀了產品，你應該用，或您需要購買此配套的產品。 What a sales tool!什麼是銷售工具！

That’s only a fraction of what the new packaging can do.這只是一小部分是新包裝可以做。 Most importantly, it is imperative that you think about your product package.最重要的是，當務之急是，您認為您的產品包裝。 Does it “connect” with the consumer?難道“連接”的消費者？ In a sea of sensory overload what is going to make your package different?在海上的感覺超載是怎麼回事，讓您的包不同？ It could be shape, color, size, uniqueness of design or even smell.這可能是形狀，顏色，大小，獨特的設計，甚至氣味。 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應用的包裝應用？ Does you package fulfill a need and explain in clear concise statements the benefits of buying your product.請問你包履行需要，並解釋清楚簡明報表的好處購買你的產品。 Is it easy to read and understand?它容易閱讀和理解？

So start your analysis by viewing your package from the eyes of the consumer.因此，開始您的分析看您的包裹從眼睛的消費者。 If you are buying it, what’s going to compel you to pick it up off the shelf?如果要購買它，這是怎麼回事，迫使你能趕上現成的？ Is it just sitting there lost amongst rows of competitive products?只是坐在那裡失去了行之間有競爭力的產品嗎？ Think in terms of your package calling out to you “buy me, buy me.” Does your product do this?想從您的包裹喊你“我買，我買。 ”請問您的產品做到這一點？ If not, your package isn’t doing its job.如果不是這樣，您的包裹沒有做其工作。 It must persuade the consumer to purchase the product.它必須說服消費者購買產品。 Thinks about some of the latest packaging innovations and how to incorporate them into your product packaging.思考一些最新包裝的創新，以及如何將它們納入您的產品包裝。 Consider the consumer mind set.考慮到消費者的心態。 Is your package perceived in a negative light negating the benefits of the product within?是您的包裹自覺從負面的角度否定的利益範圍內的產品？

All these questions need to be answered.所有這些問題都需要加以回答。 Don’t simply to address them in the initial package design; it’s an ongoing process.不要只是為了解決這些問題在最初的包裝設計，它是一個持續的過程。 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，消費者是一個移動的目標和你的軟件包已沿著與他們在正確的方向前進。 Be sure the consumer you are trying to capture receives the right message.可以肯定的消費者您正在嘗試捕捉得到正確的信息。

Here are a few types of packaging coming under fire by consumers that could impact your success or failure:這裡有一些類型的包裝也發生了消費者，從而會影響你的成功或失敗：

• Products that are perceived to be over packaged產品被認為將超過包裝
• Products that are in clamshells產品有clamshells
• Products that are misleading as a result of the claims on the packaging產品，誤導所造成的索賠要求在包裝上
• Products that are in packaged materials deemed environmentally unfriendly產品的包裝材料被認為對環境不友好
• Packaging that doesn’t work包裝不工作
• Packaging that doesn’t deliver as promised包裝，不按照承諾提供

So think about your product packaging right now and determine whether it is helping to sell your product, or not.所以想了解您的產品包裝現在確定它是否有助於銷售您的產品，或沒有。

About the Author: 作者簡介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脫掉首席執行幹事乘坐JR海因斯在國際，該公司提供諮詢服務的包裝工業。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年來，海因斯女士一直在從事包裝的趨勢，預測，意念/集思廣益和實施創新的新的包裝技術。

Need insights on packaging trends that can impact your business?需要了解包裝趨勢，可能影響您的業務嗎？ Get the Packaging Diva on your team.獲取包裝女神的團隊。 Visit訪問 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包裝創新。

Packaging The Truth包裝的真相

The Prevention Institute , a nonprofit health advocacy group out of California, studied 37 heavily marketed foods with pictures of fruit on the packaging. 預防研究所，一個非營利性的健康宣傳小組的加利福尼亞州， 37個研究大量銷售食品的照片，水果的包裝上。 Fifty-one percent of the products contained absolutely no fruit, a few had minimal amounts!第五十二百分之一所載的產品絕對沒有水果，有幾個有少量！

Yikes, you have to be vigilant on all of these fruit claims! Yikes ，你必須要警惕對所有這些水果索賠！

Just take a stroll down the fruit juice isle and try to figure out which product is real 100% juice.只要漫步了果汁島和揣摩其中的產品是真正的100 ％果汁。

We all have had that experience of buying something based up its package or label and then find out what is inside is not what we expected.我們都已經是經驗，買東西根據其包裝或標籤，然後找出裡面不是我們的預期。 I know it’s wishful thinking that we can believe all those fantastic marketing claims (a lot of people do as evidenced by the product’s popularity).我知道這是一廂情願的想法，我們可以認為，所有這些出色的營銷人（有很多人做證明該產品的受歡迎程度） 。 Think get thin quickly, eliminate wrinkles in 10 days and, the new favorites, protect your heart or lower your cholesterol.想想自己變苗條迅速，消除皺紋在10天內，並在新的最愛，保護您的心臟或降低您的膽固醇。 The last example is a tribute to the fact that marketers are finally talking advantage of marketing to an aging population.最近的例子是為了紀念一個事實，即市場終於說話的營銷優勢，以人口日趨老齡化。

Consider the recent flurry of activity regarding misleading claims on trans-fats.考慮到最近的一系列活動有關誤導聲稱對反式脂肪。 Companies are taking this seriously and changing their claims.公司正在認真考慮這一改變他們的要求。

People are concerned with what we perceive to be “healthy” as listed on the package’s ingredients statements and then find out that it is misleading or false.大家關心的是與我們所認為的“健康”的包裝上列出的成分報表，然後發現，這是誤導或虛假。 Some claims (even though they are within the context of the law) can lead consumers astray by giving foods an undeserved “aura of health.”有些索賠（即使他們的範圍內的法律）可能會導致消費者誤入歧途使食品的冤枉“的健康氛圍。 ”

Here is the definition for false advertising which includes packaged goods:這是定義的虛假廣告，其中包括包裝商品：

False Advertising 虛假廣告 —”Any advertising or promotion that misrepresents the nature, characteristics, qualities or geographic origin of goods, services or commercial activities” (Lanham Act, 15 USCA § 1125(a)). -“任何廣告或促銷是歪曲的性質，特點，質量或地理來源的商品，服務或商業活動” （蘭哈姆法， 1 5U SCA§ 1 125（ a ）條） 。

So think about that when you are developing your product packaging.所以想想，當你正在開發的產品包裝。 Can your claims be substantiated or are you “stretching” the truth, as in the case of fruit pictured on the outside but not actually inside?你可以要求得到證實，或你是“延伸”的真相，如水果照片外，但實際上沒有嗎？

I found lots of great information on how to read and understand a packaging label.我發現許多偉大的信息如何閱讀和理解包裝標籤。 It is confusing even to a seasoned professional.這是困惑甚至是一位經驗豐富的專業。 It is almost as if they are deliberately confusing the consumer into make a purchasing decision.這是幾乎一樣，如果他們是故意混淆消費者到作出購買決定。 I did a little investigation before writing this article and was shocked by the number of product manufacturers that have been sued for false advertising claims.我沒有一點調查前寫這篇文章，並感到震驚的是一些產品製造商已提出訴訟，要求索賠的虛假廣告。 This is a huge expense to defend the claims or pay to settle one that we consumers pay for in the product price.這是一個巨大的犧牲捍衛索賠或支付來解決，我們的消費者支付的產品價格。

From cold sore treatments to orange juice, they all have been sued for making unsubstantiated claims on their product packaging.從冷戰疼痛治療橙汁，他們都已經提出起訴索賠證據證明他們的產品包裝。 Things as simple as this lawsuit against cereal packaging claims was aimed at food companies including Kraft Foods, General Mills and Kellogg alleging that “low sugar” breakfast cereals are leading the customer astray.事情就這麼簡單這一訴訟索賠的穀物包裝的目的是，包括食品公司卡夫食品公司，通用磨坊和凱洛格聲稱“低糖”的早餐穀物是主要的客戶引入歧途。

The suit claims that these cereals are misleading because they are not any healthier than cereals with regular levels of sugar.該訴訟聲稱，這些穀物的誤導性，因為他們沒有任何健康比穀物與經常水平的糖。 The food industry, in general, is coming under increasing pressure from food lobby groups and parents, to “clean up its act” and offer healthier alternatives to help combat the obesity epidemic facing America.食品工業，一般來說，正受到越來越大的壓力來自食物的遊說團體和家長，以“清理行動” ，並提供健康的替代品，以協助打擊肥胖面臨美國。 Sugary cereals are frequently cited by these groups as guilty culprits, encouraging children to eat empty calories instead of nutritional whole foods.含糖的穀類經常提到的這些群體，屬主犯，鼓勵兒童吃空熱量的營養而不是整個食品。

No product packaging is immune.沒有產品包裝都不能倖免。 Consider these “hot” buttons currently being scrutinized if you manufacture products that make claims on any of the following attributes:考慮到這些“熱門”按鈕，目前正在審查如果你製造的產品，使索賠的任何下列屬性：

• Weight loss claims to reduce or lose weight in a specified manner or period of time.重量損失索賠，以減少或減重在指定的方式或一段時間。
• Healthy choice claims which imply or state benefits to a consumer from consuming.健康的選擇意味著索賠或國家利益，消費者從消費。
• Organic or natural food claims that indicate the product is uncontaminated or pure from chemicals and additives.有機或天然食品聲稱，說明產品是未被污染或純粹從化學品和添加劑。
• Nutrition claims such as rich in vitamin C that can not be proven or the alleged benefits proven.營養聲稱如豐富的維生素C ，不能證明或證明所謂的好處。

This is just a start.這僅僅是一個開端。 Look for proof of environmentally friendly packaging and materials to be in the next wave of packaging being heavily scrutinized.尋找證據證明對環境無害的包裝和材料將在下一波的包裝被嚴重關注。 Is it really “green” or just “greenwash?”真的是“綠色”或“ greenwash ？ ”

You can’t stop the lawsuits and media spin; however, you can ensure you do your best to prove to the consumer that what is on the outside of the packaging is also what is inside.你不能停止訴訟和媒體自旋;不過，您可以確保你做你最好的證明提供給消費者的是，在外面的包裝也是裡面是什麼。

About the Author: 作者簡介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脫掉首席執行幹事乘坐JR海因斯在國際，該公司提供諮詢服務的包裝工業。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年來，海因斯女士一直在從事包裝的趨勢，預測，意念/集思廣益和實施創新的新的包裝技術。

Need insights on packaging trends that can impact your business?需要了解包裝趨勢，可能影響您的業務嗎？ Get the Packaging Diva on your team.獲取包裝女神的團隊。 Visit訪問 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包裝創新。