Packaging News You Can Use

Think about iconic packaging brands: Coke, Legg’s, Tiffany are a
few that come to mind. What about these brands caused them to remain in your memory
book? The packaging of course.

We remember these brands because of their superlative packaging.
So good in fact it has become a cultural icon.

How did these brands differentiate themselves? Was it the
packaging color, shape or design?

What captured your interest in the product that made it so
compelling

That’s what you need to figure out with your product packaging.
Half the battle is to get them to pick it up for a closer look.
It’s your job to make your packaging work for your brand and
your company.

So what constitutes compelling packaging brand? How “connected”
are you to your consumer? Here are a few emotion descriptors that
your package must convey.  Does your packaging Engage, Evoke, and
Engross the consumer?

Let’s look first at ENGAGE: to attract and hold by influence or
power. Can you say that about your product packaging? Or is your
product packaging just the opposite? Boring!

Think about what you can do to improve the odds that your package
will engage a consumer: Colors, features, shapes, value/benefits
or social conscious are all ways to “reach out” with your
package.

EVOKE: To call forth or call up as in evoking memories. What
about your package will make the consumer recall a successful or
enjoyable product experience? How can you make them remember that
they were satisfied in buying your product? In case they haven’t
purchased before, what is going to “connect” them to your
product on your package? What is so special about your package
that they have to take a closer look?

ENGROSS: To engage the whole attention of (and that’s the key
point). You have to get their attention to pick up our product
before they can even consider buying it. Use features that will
capture their interest in seconds because that’s all the time
you are going to get before they move on.

Another “feeling” word that conveys a strong and compelling
brand is TRUST. You must create a place where people look for
information and feel more secure doing so.  It’s important to
understand the strength behind the brand and why people turn to
it for a sense of security and information. So what about your
product packaging conveys the experience that consumers can trust
your brand?

Regardless of the reason a consumer may be in the store or
looking at your product, introduce them to a “lifestyle”
experience . . . trust, security, necessity or even peace of
mind.  Your package presence needs to call out “Buy Me” because
I provide the experience of all of the above emotions.

Product branding is a powerful influence on everyone. It’s
important to understand the strength behind the brand and why
people turn to it for a sense of happiness, satisfaction,
security and information. The best of all brands cross gender,
ethnicity and age demographics. “Universal Truths” in packaging
that cross these boundaries.

If you have to pick one, the best single word emotional response
you can give to the brand is “ENGAGE.” People are connected to
the brand at all levels. That is a great position to be allied
with. So that’s what you need to do with your product packaging.
You have the brand statement behind you now you need to
“ENGAGE” the consumer.

When you capture the power of the package people will integrate
your product into their everyday life. They will not just turn to
it as a convenience but as a necessity for comfortable living. So
create your own story through powerful product packaging.
Whatever your category, you should strive to engage, evoke, and
engross the consumer to revitalize your brand through product
packaging.

I provide lots of complimentary packaging resources and information to
make your packaging journey successful. And one on one consultation
when necessary.

Or give me a buzz at 678-594-6872. I’m tapped in to the latest
packaging news. I can help you assess why or not you should
consider changing your product packaging. At the very least I can
tell you what your competition is doing.

If you are just chumming the “packaging” waters then be sure
and visit and one of my web sites for lots of information and
advice. It pays to do your homework first.