Packaging News You Can Use

In the last couple of weeks I’ve seen a lot of great new packaging designs. The problem is that although they are aesthetically pleasing they really are not conveying the important message to the consumer (why should I buy?)

That’s the disconnect when a lot of people design their product packaging, they get caught up in some many things they are trying to convey that the core message gets overlooked on the packaging.

That’s basically what happened to Tropicana. They lost sight of the fact that consumers identified with certain core elements in their packaging and when they went away consumers were unhappy.

Notice the entirely different look to the product packaging. Consumers loved the straw and the orange and it was an important brand recognition element. The most common complaint was they couldn’t find their loved and trusted product on the shelf.

Tropicana Packaging Fiasco

Interestingly the designers loved this packaging calling it cool, crisp and clean yet sales slumped 20% after the change was made. So who was this package designed for?

Take this unique rendition of the product barcode for packaging courtesy of LovelyPackage. Looking at it is intriguing and a clever use of the barcode. But besides people who have to deal with the issues of putting bar codes on product packaging who cares? I need to know more about what’s inside and why I should buy.

When is s barcode more than just a barcode?

Designed by Enric Aguilera | Country: Spain

I think these barcode examples are much more clever and compelling don’t take up a whole lot of space either.

Think about every design element on your product packaging who is your core customer and what message are you trying to convey? Don’t be gimmicky or trite either. Your marketing campaign could end up as a failure or leave a bad impression with the consumers.

Is this an eco stretch??? Who is this product marketed to and would its message make you buy it? The theory is because it’s condensed its not shipping excess water therefore eco friendly.

Is the Mmmmm good for you soup good for the environment?

Lastly don’t get caught up in preconceived notions about color. Just because it’s traditional doesn’t mean you have to do the same thing. Some times just the opposite works take this packaging example in a totally unique color. The pots are pink and draw the eye and they sure do stand out among all that green. Look at the branding statement too, pink sells more.

Pretty in pink packaging!

The most important thing to remember is to think about your customer first, creative design and other elements aside. How will you connect with them through your product packaging? Who are you designing your packaging for and what elements will compel them to buy? It doesn’t need to be complicated, convoluted or exotic just conveying the right message to the right person.

Get my latest ebook on 10 simple steps to creating great packaging. Send an email to joann (at) packagingdiva.com

Or use my contact form here

A new way to package sauces and other semi-liquid products. The packaging machine does all of this at one time. Prins Verpakkingstechniek has developed a twin-tube vertical packing machine that does this.

New Eco-Friendly Promotion Packaging Tool Launches in US – This caddy is made out of corrugated paperboard too.

Yes, really is packaging because its made of corrugated, disposable, environmentally sound.

Line of natural and low calorie products. I love the little leaves on the top of the package.

Really ties in well with the fruit aspects of the product though I’m not sure how well this will hold up during shipping.

Another example of packaging made incorporating social media developed by HartlandVilla, a graphic studio based in Paris. Each product is wrapped in packaging that has bubbles of conversation.

Even lettuce can get a “green” packaging makeover. This new clamshell is not only more eco friendly but it also encapsulates the lettuce better. The new packaging was adopted by Tanimura & Antle Fresh Foods Inc.

By JoAnn Hines Packaging Diva © 2009

This is my 1^st attempt at creating a list of packaging people you should follow on Twitter. You may share this list with colleagues but please cite me as the source with the appropriate link please. Please let me know of anyone that may have been overlooked via Direct Mail to packagingdiva.

If you are interested in product packaging these are the peeps you should follow.

Some tweet more frequently than others but the all have packaging as a primary focus.

If you want to learn more about how to use Twitter to your advantage read How To Use Twitter For Packaging Professionals @ http://packaginguniversity.com/blog/?p=681

Top Packaging People on Twitter

BradShorr << http://twitter.com/BradShorr

Writer, business blog consultant, b2b content strategist, social media marketer, cartoon writer, avid reader >>

BrandPackaging << http://twitter.com/BrandPackaging

Elevating packaging in the marketing mix >>

ChooseGlass <<http://twitter.com/chooseglass

Glass is safe for you and the environment. What more could you want out of a package?

CMMonline << http://twitter.com/CMMonline

THE online portal for the Converting Community >>

CnvCurmudgeon << http://twitter.com/CnvCurmudgeon

Chief Editor of Converting Magazine and blog gist for The Converting Curmudgeon >>

cr8id << http://twitter.com/cr8id >>

Designcognition << http://twitter.com/Designcognition

Packaging Design &amp; Development Company – Specialists in NPD, cost saving, environmant &amp; Sustainability – your outsourced packaging solutions partner >>

EmilyLozano << http://twitter.com/EmilyLozano

Freelance Graphic Designer specializing in Print and Packaging. >>

Fredkzk << http://twitter.com/Fredkzk

vegetarian, do hot yoga, food expert, entrepreneur, tech, marketing, creating the 1st natural, kosher, vegan jello >>

GlobeGuard << http://twitter.com/GlobeGuard

Get eco friendly packaging – div. of Salazar Packaging. Let’s help the planet together, one box at a time. >>

Jhanegraaf << http://twitter.com/jhanegraaf

Marketing Business Development for Curwood, an innovative packaging company. Expertise and interest in Innovation, Packaging, Sustainability and Marketing >>

Lovelypackage << http://twitter.com/Lovelypackage

Lovely Package, the leading source for the very best that package design has to offer. >>

Nancyoverbury << http://twitter.com/nancyoverbury

designer&artist-addicted to news, fashion, Mac, writing, steampunk, horror, graphic novels, eco-business, handmade soap -searching for a perfect cup of tea >>

laineyd7 << http://twitter.com/laineyd7

Entrepreneur, many irons in the fire. Sharing ideas about marketing, positive thinking, Intercept Packaging for corrosion/static protection. Singing and music. >>

LaneCasteix << http://twitter.com/lanecasteix

Father, GF, almost GGF, advertising and package design, painting, drawing, Bible study, shooting, motorcycles, and now chickens – yes, chickens >>

LightningLabels << http://twitter.com/LightningLabels

Founder of Lightning Labels, the leaders in digital label printing and custom labels. >>

MillerCreative << http://twitter.com/MillerCreative

Branding and packaging designer that loves to smile and draw. Has a thing for chocolate and factoids. >>

Mvellandi << http://twitter.com/Mvellandi

Digital PR Pro and Intense Writer on Sustainable Product Development, CSR, and Brand Communications – (714) 609-6869. >>

NashvilleWraps << http://twitter.com/NashvilleWraps

The Leader in Eco-Friendly Gift, Retail and Gourmet Food Packaging – Click our website link above for our Free Catalog. >>

NYDesign << http://twitter.com/Nydesign

Design for participation. Obsessed hockey player/fan. >>

Packagedesign << http://twitter.com/packagedesign

thinking inside, outside, and all around the box. >>

PackagingDigest << http://twitter.com/PackagingDigest

For nearly 50 years, Packaging Digest has been the packaging industry’s best known, most trusted and most widely distributed information resource. >>

Packagingradar << http://twitter.com/Packagingradar

Passionate about packaging and its importance in the modern world. Marketing for packaging businesses. >>

PackFutur << http://twitter.com/PackFutur

Thoughts on the future of packaging by Leading Futurists LLC principals Jennifer Jarratt and John Mahaffie. >>

PackGuru << http://twitter.com/PackGuru

Environmental packaging designer committed to increasing sales through brand aware packaging. Family and workaholic. >>

PackagingDiva << http://twitter.com/PackagingDiva

Packaging diva, pundit, guru, expert, spokesperson extraordinaire who solves problems, launches brands and makes your products sell. Try joann@packagingdiva.com. >>

PackNews << http://twitter.com/PackNews

Packaging News is the UK’s leading industry magazine and website. >>

packaging_pro << http://twitter.com/packaging_pro

Freelance packaging design and development specialist, consultant, project manager, entrepreneur, owner-MD of Design Cognition – family man, cyclist and sailor. >>

packagingWorld << http://twitter.com/packagingWorld

The Business of Packaging. >>

ProgressLuv2Pak << http://twitter.com/ProgressLuv2Pak

A global leader in the packaging industry, selling custom and stock product with a commitment to the development of green packaging solutions. >>

Popsop << http://twitter.com/Popsop

Брендинг, маркетинг, дизайн упаковки. >>

Pulpinfo << http://twitter.com/Pulpinfo

Freelance Consultant:: You request, we source. >>

RetailPackaging << http://twitter.com/RetailPackaging

Retail packaging experts, with a passion for helping small businesses & entrepreneurs grow. We would love to hear how you use packaging in your business. >>

srdgroupinc << http://twitter.com/SRDgroup >>

Strategic – Responsive – Design… For Brands that Captivate, Motivate, Resonate!

Thedieline << http://twitter.com/Thedieline

The World’s #1 Package Design Website. >>

Tnasolutions << http://twitter.com/tnasolutions

is a global leader in the food packaging and processing industry, supplying turnkey solutions and single systems to customers around the world.

TricorBraun << http://twitter.com/TricorBraun

Rigid packaging design, development & sourcing experts (authored by S Fenton, Dir. of Marketing). >>

UVitec << http://twitter.com/UVitec

We manufacture high quality inks and coatings. Call us: 1-800-478-6330. >>

Vegware << http://twitter.com/Vegware

Eco-friendly disposables for food service and packaging, made from annually renewable or recycled materials. All our products are biodegradable or compostable. >>

WorldOfPrint << http://twitter.com/WorldOfPrint

The only daily worldwide trade magazine for graphic arts, packaging, newspaper and large format/signage and speciality printing. >>

People Who Tweet A Lot About Packaging

ActionBag << http://twitter.com/ActionBag

Retail Packaging and Promotion Experts. >>

ADesignInMind << http://twitter.com/ADesignInMind

Freelance Graphic Designer/Student of Design/Lover of Typography. >>

Automation_AGV << http://twitter.com/Automation_AGV

SPMS is a Strategic Project Management Solutions consulting, specializing in industrial automation projects and material handling systems optimization. >>

BaerDesignGroup << http://twitter.com/BaerDesignGroup

Baer Design Group is creative agency that gives brands the joy of gaining market share- updates from our staff and president Lisa Baer 1- 888-541-1144

BevNETcom << http://twitter.com/BevNETcom

BevNET.com official feed. Energy drinks, botted water, functional drinks, and other beverage industry news, stats, and happenings. >>

BrandSquare << http://twitter.com/BrandSquare

Schawk is a provider of brand point management, enabling companies of all sizes to connect their brands with consumers to create deeper brand affinity. >>

CapsuleDesign << http://twitter.com/CapsuleDesign

An experience design firm that’s actually experienced. Packaging, logos, naming, business systems and sensory design. >>

Coroflot << http://twitter.com/Coroflot

portfolios and jobs for creative work. >>

Debbiedefreece << http://twitter.com/Debbiedefreece

Entrepreneur, Mindful business practitioner/consultant, Founder & President of award-winning design/photo agency. >>

Design_Sponge << http://twitter.com/Design_Sponge

design blogstress. >>

Dexigner << http://twitter.com/Dexigner

Delivering design related news, events, competitions, and resources, Dexigner is the leading online portal for designers. >>

Ecoconsumer << http://twitter.com/Ecoconsumer

Tom does environmental public education for King County – presentations, media stuff, etc. – and has fun doing it! >>

Erich_D_Moor << http://twitter.com/Erich_D_Moor

President of MPS, Inc. Integrated Marketing – Print Sourcing Services. I provide efficient solutions and cost saving options for SMB Owners, Marketers, Buyers. >>

Evaledesign << http://twitter.com/Evaledesign

package designer + stationery + paper goods + crafter + blogger >>

FoodBizDaily << http://twitter.com/FoodBizDaily

International Business News for the Food and Beverage Industry >>

GreenApe << http://twitter.com/GreenApe

eco designer working on transition, climate &amp; carbon, sustainability, environment, million minds, business efficiency. 4 kids, 3 cats, 4 chickens, dog &amp; >>

kelbo23 << http://twitter.com/kelbo23

A forward-thinking and enterprising Operations and Sales Manager with demonstrated expertise in contract manufacturing, strategic planning, total quality manage>>

landor_dot_com << http://twitter.com/landor_dot_com

Updates on branding and design from across the globe and the Web. Currently tweeted from San Francisco by Larry Green, Web Director (@boycaught) + friends. >>

MegLG << http://twitter.com/MegLG

I’m a trade mark lawyer and recovering packaged goods marketer. I help keep other people from stealing your ideas. >>

Onlinepackaging << http://twitter.com/Onlinepackaging

Online Packaging Shop is all about offering good quality products, at competitive prices, to everyone. >>

PackageHandling << http://twitter.com/PackageHandling

Packaging Handling Distribution Material Handling Forklifts Equipment Conveyors Corrougated Boxes Bubble Wrap Films Rolls Custom Retail Packaging Warehousing. >>

PackWiz << http://twitter.com/PackWiz

Sales and marketing professional in the packaging industry. >>

Scottdyvig << http://twitter.com/Scottdyvig >>

sksBottle << http://twitter.com/sksBottle

Online supplier of plastic and glass bottles, jars, metal containers and closures for your packaging needs. >>

SportsProducts << http://twitter.com/SportsProducts

I have been in fitness for 10 yrs. Lets tweet about the best sports and fitness products out there. >>

TaigaCompany << http://twitter.com/TaigaCompany

Sustainability Consultants for business, life, environment. >>

thejournal_RA << http://twitter.com/thejournal_RA

Executive Editor of The Journal from Rockwell Automation and Our Partners, award-winning magazine that educates manufacturing automation professionals >>

Timlaughslast << http://twitter.com/timlaughslast

Southeast account manager… but the best moments of my life are spent being a husband, dad, and runner. >.

International Packaging People (not in English)

EmbalagemMarca << http://twitter.com/EmbalagemMarca

Tudo sobre o mercado de embalagens. >>

PackagingSpain << http://twitter.com/PackagingSpain

Blog sobre Packaging en España: noticias, lanzamientos, agencias, diseñadores. >>

Packaging Jobs

Getpackaginjobs << http://twitter.com/GetPackaginJobs

Packaging jobs, careers and community site.

Packaging People Who Tweet Only About Their Products

BayouSome << http://twitter.com/bayousome >>

NashvilleWraps << http://twitter.com/NashvilleWraps

The Leader in Eco-Friendly Gift, Retail and Gourmet Food Packaging – Click our website link above for our Free Catalog. >>

PackagingDepot << http://twitter.com/PackagingDepot

Packaging and Shipping, Discount International Rates, Quality Choice Convenience >>

Packaging Store <http://twitter.com/packagingstore >>

PackagingSupply << http://twitter.com/PackagingSupply

business owner, family man, sports nut, rock music aficionado >>

Promostarpack << http://twitter.com/Promostarpack

STARPACK provides creative and environmentally sensitive promotional products, packaging and apparel custom designed to promote your business effectively. >>

We all suffer from information overload with too much info to sift thorough and digest.

The average consumer sees of 3,000 advertising messages a day.  With all this info out there how can we simplify our purchasing decisions?

When you are at the store do you find yourself pondering product choices? Typically we shop by rote but economic times have forced us to carefully consider our choices. In considering new product selections we have to rely on what the packaging tells us about the product inside.

How much time will you dedicate to this pursuit? Not much, the average decision to pick up a product is made in less than 3 seconds. With all the products hoping to catch our eye I wonder if simplicity sells products better?

I’ve seen a lot of great new packages very compelling in telling their story in a minimalist approach. I’m not saying to go quite as basic as these packaging designs. Which are really very basic. I’m not sure this would induce anyone to purchase unless they were looking for bargain brands but it does really illustrate the product.

Via kitsuneoir.com

What about the written word on the product packaging that tells they story simply and with a compelling message about what is inside?  I love this packaging with no confusion about how to solve the problem.

Via helpremedies.com

In this example there is a play on words from a very well known brand. Its tongue and check and very clever and builds brand loyalty just by its uniqueness.

Via brooklynfare.com

Or theses award winning examples very clear, succinct and to the point.

Jamie Oliver range by Pearlfisher, Gold:  Won Gold at the Cannes International Festival

These examples could have been done by the same person as they look remarkably similar. I love the little herb sayings that tell me about and what to do with them too!

Designed by Acorn Brand Design, Australia, via thedieline.com

There is no confusion about these packaging examples shown about what the product is or what is inside. Does simplifying your life count? Help you to make an informed purchasing decision while still extolling the products virtues? I think yes, simple packaging sells products.

Black is back but how well will this resonate with its target demographic: MOMS!

Moms pay special attention! You will love this one using a packaging shape to sell product.

TricorBraun (www.tricorbraun.com)

Up, up and away with this innovation. Launch your energy drink.

I love this student packaging design for fresh vegetables. The recipes and ingredient recommendations included on packaging.

Using social media on packaging is becoming a new trend.

Packaging developed by HartlandVilla

Similar 2 student design but is a real company. Boxes contain everything 2 cook from scratch.