Packaging News You Can Use

Take a moment to reflect on the past year from a packaging perspective. There were lots of stories in the news about the role packaging plays in our society — from less packaging to “wrap rage.” One thing we have learned is “negative” packaging gets lots of press and in most cases “good” packaging gets none.

Let’s think about how we can positively promote our industry and your products in the minds of the consumer for 09. Set your sights on a few resolutions to create a more lasting impression with the ultimate market for your products: the consumer.

First, learn to think like the customer. At one time or another, we all shop. Think critically from that side of the aisle. What annoys you in product packaging? “Wrap-rage” dominates the news during the holidays, but what if all the products came damaged and broken? Would those same consumers decry the lack of or improper packaging? You bet!

You may not think “less” packaging is good but what about the consumer? Do they really want less or has this “green” issue been created by the media? I know a lot of companies are jumping on the green bandwagon but are consumers willing to pay the price and do they truly care? It’s something to consider before making a wholesale leap into the “green” space.

Step back and think about what product packaging attributes you like and why. Recently, I was interviewed about why marketers insist on changing well-defined and successful product packaging. Consumers don’t like when trusted brands have a new look in packaging. So don’t get caught up in change for change’s sake. Listen to what the customer says about what they want changed in the package or work to fulfill a need.

Try to more clearly understand your target market. Whether it’s women, men, boomers or a younger generation it’s important to understand what the consumer expects from your product packaging. We always hear about packaging that doesn’t work, but what about the packaging that does? How can you take successful packaging innovation and integrate that into your brand?

Does your packaging connect with the consumer in a meaningful way? Here is an example of what I mean by connecting. We all know Elizabeth Taylor and the upscale image she portrays. Remember her White Diamonds campaign? Well, someone persuaded her to endorse a new cologne, Daytona 500. Duh! She went from Diamonds to NASCAR. No consumer can make that leap regardless how well the product is packaged.

Learn from bad packaging examples. There are a plenty of good ideas that went bad for a number of reasons. It could be something totally unexpected. What looks like a good marketing angle turns out to have negative consumer repercussions. Look out for watch dog groups that might be on the attack against your latest marketing concept. You think it’s creative — they think it’s bad marketing or at the worst inappropriate marketing.

Learn from good packaging examples. There are so many good examples it’s hard to select just a few so I decided to use some from a “hot” packaging category. Liquor. Liquor packaging has undergone a transformation along with the new product offerings. It’s not uncommon to find designer packaging along with designer prices. I’ll mention two. Diva Vodka complimented with Swarvoski Crystals and Gold Flakes Vodka care to guess what’s inside? The point is they have created a distinct point of differentiation through their product packaging. That is the message you need to consider for your products.

Create brand extensions through innovation not simply by adding a so-called new and improved packaged product. Here are examples of two packaging innovations that have crossed over through innovation. Wishbone Salad Dressing typically marketed in a pourable bottle. It has moved into a spray pump application. Spritz a little dressing on your salad. The product fulfills a consumer need to have an easier way for calorie control. Another example is Laughing Cow Cheese in the traditional foil wrapped wedges has moved into a squeeze bottle application to make it easier for portion control and also easier to spread.

Stay on top of industry trends. Every January I predict packaging trends for the coming year so your work is done for you. Review these and incorporate them into your marketing strategy.

Think big picture. One of the most surprising things I read this week was about the most popular web searches on the Internet. Despite the obvious media “superstars” that are popular some of the other “hottest” inquires for name brands are not American. Yes, I know we are brainwashed into thinking that the US is the center of the universe, but this is changing and your packaging better keep up.

The bottom line is whatever the resolution you make for your product packaging remember the consumer is king or queen. Their packaging concerns should resonate with your brand. If they demand things as to your product packaging, resolve to listen to them.

Good packaging resolutions are easy to keep and will reinforce your brand in the eyes of the consumer.

Need to know whose got the latest concepts in packaging innovation? I know that’s what I do-track packaging trends and innovation and how it is going to impact your business. Get

connected with me JoAnn Hines Packaging Diva at my website http://packagingdiva.com or by phone 1-678-594-6872.

Tags: branding, consumer, less packaging, marketing, media, packaging innovation, resolutions, WrapRage

BPA decision soon, says the FDA.

There are two schools of thought as to whether BPA needs to be banned on food packaging. Manufacturers say its safe yet watchdog groups say its not. The FDA has been considering their position (some might say flip-flopping) for a while and everyone is waiting for the outcome. For more on the FDA and packaging read

What’s The FDA Got To Do With Packaging @ http://is.gd/5qp8I

Complete article @ http://bit.ly/6bLNR6

Haute Eco Containers – Organic Packaging by Lindsay Perkins Subtle Yet Sustainable

Glass is making a comeback as an eco friendly material. Just one problem, right now there is a shortage of glass manufacturers.

Complete Article @ http://bit.ly/6HdmHA

Problem Is Not Packaging Design It’s Systems Design.

Part of what the green movement is all about is understanding what the consumer wants and expects in more eco-friendly packaging. Many companies are missing the mark with their green initiatives. Look for more on how the ReThink green packaging.

Complete Article @ http://bit.ly/8FmEzP

Nexus One finally caught on video alongside its packaging.

Creating online buzz is just one way smart CPG’s are marketing their products. Look for many new applications in 2010.

Complete Article: http://bit.ly/771Ia2

New Packaging Standards May Change Way You Shop

This is very worrisome for the packaging industry. Trying to mandate universal packaging standards. Packaging utilization and quality vary widely by country tying to equate developed countries packaging with that of emerging nations makes no sense. I’ve seen government packaging regulations before and it ain’t pretty.

Full Article : http://is.gd/5p9dv

Hot Button: Vicks recalls 700,000 packages of cold medicine.

When child proof packaging counts. This mistake was purely packaging and not the product. Something like this could happen to your product and cause substantial problems

Full Article: http://bit.ly/7yVaY5

Tags: BPA, child proof, eco friendly, FDA, food packaging, glass, green movement, packaging standards, recalls

Whatever holiday you celebrate in the coming weeks with eating drinking and gift giving the Packaging Makes It Possible.

Most people take that for granted as they are too busy complaining about holiday overpackaging, wrap rage or how they were injured and had to go to the hospital. They forget that even the simplest thing they can do like getting up and brushing their teeth all comes about because of packaging.

Toothpaste from a tube being applied to a toothbrush

We never think about what it takes to be able to live our lives with modern conveniences. We are the most advanced society when it comes to having products readily available for our consumption. What goes on behind the scenes to make it happen never gets considered. Mainstays of our every day lives are accessible because of packaging. Its our third largest industry too, employing millions of people!

What about these products use any of them lately?

Recently people are starting to factor (in a negative way) all the variables that it takes to provide products for contemporary life styles. Terms like carbon footprint and food miles are being bandied about without a true understanding of the big picture. Yes, its important to understand how all this plays into the entirety of what we consume. There are many ways to reduce the amount of packaging we use but its not as simple as saying less packaging. We need rethink the entire packaging paradigm about how we package things.

Rethinking how it protects, conveys or transports the product so that it arrives undamaged or unbroken. How it educates or tells us what is inside and what to do with it and sells or persuades us to buy what’s inside. It makes it easy for us to buy, use or consume it.

But the simple fact is that from the time you get up to the time you end your day packaging is integral to your life. Every product you use or consume was brought to you by packaging. So this holiday think more the package with every product you enjoy and remember this message from your Secret Santa… Packaging Makes The World Go Round.

Happy Holidays From The Packaging Diva

Tags: carbon footprint, food miles, holidays, over packaging, packaging, Secret Santa, WrapRage

Alternative packaging from biodegradable farm waste.

More and more places are banning EPS (expanded polystyrene). So what are the replacement options? All types of eco friendly natural material are surfacing. This particular product is made from farm waste and mushrooms — that uses 10 times less energy to produce, and biodegrades into a natural fertilizer.

Is the packaging wave of the future made from products like this one?

Full Article @ http://bit.ly/5ZjzAf

Sustainable Packaging Coalition Releases Metrics To Help Companies Track Sustainability

Its one thing to say packaging products are sustainable its another thing to prove it. The FTC is monitoring many claims it considers false in the name of “greenwashing”. Now there is a document that can help you monitor your progress towards sustainability.

Full Article @ http://tiny.cc/f1sh2

Seventh Generation Guide To Reducing Holiday Packaging

Some good points here about how to reduce or reuse holiday packaging.

Several cautions: I dislike the use of popcorn as a dunnage material because it draws unwanted critters (Lush just discontinued using it too); also peanuts are not infinitely reusable they get compressed and lose their ability to protect fragile items; be very cautious of recycling food packaging because of contamination.

Full Article: http://bit.ly/70wLYf

25 Ultra-Creative Packaging Designs From DeviantArt

The right packaging sells product. the more you can differentiate your packaging from the crowd the better chance you have that someone will pick it up for a closer look. Package design innovations is one way to create buzz among consumers. These packaging designs are definitely worth a look.

Full Article @ http://ff.im/-cHUrE

BPA decision soon, says FDA.

This is a hotly contested issue. Both sides claiming that theirs has legitimacy. Look for this to be an ongoing debate as the food an beverage industry takes issue with the findings that BPA is hazardous to your health.

Full Article @ http://bit.ly/6bLNR6

Tags: BPA, Ecocradle, FDA, FTC, greenwashing, packaging design, Seventh Generation, SPC, Sustainable Packaging Coalition

You bet! It’s that time of year and consumers are on the warpath more than usual.

It’s an instant headline when you either talk about how angry people get when they try to open a package, how many trips they had to take to the hospital because of injuries in opening packaging or how they have been mislead by bad packaging. Numerous magazines and websites have even taken to giving out awards for the worst packaging examples. Consumers can’t wait to send in their examples and vent how they are unhappy.

Its one thing to antagonize a consumer with your packaging it’s another to solve the problem. Solving packaging problems makes happy consumers.

This year there are three basic categories of angry consumers about packaging.

Angry over hard to open packaging (Wrap-Rage):

“Wrap-Rage” (Extreme anger caused by product packaging that is difficult to open or manipulate) was even the runner up word in this years Webster’s new word competition.

Predominately associated with plastic clamshells that are almost impenetrable (never mind that there is a reason for it.) The very hard ones are sonically welded shut and you could never pull them open.

Anybody Recognize This?

Enterprising companies have come up with tools to help you open them too. I’ve received and assortment that do really work. But guess what they sell them in a clamshell too.

Thus far no one has come up with a suitable alternative although companies are trying to reduce the plastic profile to as minimal as possible.

Smaller Plastic Bigger Card

Angry over being mislead (packaging misinformation):

The most recent problems have been coming from consumers being mislead by product packaging. Either health claims or misinformation about the contents inside. Its doesn’t matter what type of claim just the fact that its wrong is what’s pushing people’s hot button. And the FTC and FDA are on the case too.

One campaign against so called “Smart Choices” lead to all the packaging being changes after consumer objected to what they considered good food choices.

Was this label telling the truth?

Read the FDA Guidance for Industry: Letter Regarding Point of Purchase Food Labeling @ http://www.fda.gov/Food/GuidanceComplianceRegulatoryInformation/GuidanceDocuments/FoodLabelingNutrition/ucm187208.htm

In addition, the Food and Drug Administration (FDA) said that it will soon begin to target any logos or labels or symbols on cereals, snacks and other food packaging which may be making false claims to mislead or confuse the consumers. So the outcome is not yet known.

But in any case before you rush your package to market be sure and check the latest labeling guidelines and the pulse of the consumer. What you say on the front of your packaging could be misconstrued and case significant packaging problems.

Angry because the packaging is getting smaller (packaging shrink):

This is not a new phenomenon. Packaging has been getting smaller over the years (look at an old cookbook). It’s just more common place now as companies shrink the size of the package and contents to keep prices the same instead of increasing them.

When Is A Half Gallon Really A Half Gallon OR A Quart A Quart

Sorry, but we now have an educated customer that’s reading labels and taking notes. Not only are they reading them but they are comparing like products, making informed shopping decisions. Branded merchandise was already loosing ground to private label products, now even more so with the down turn in the economy. If your product shrinks or provides an unsatisfactory experience and the consumer isn’t happy they WILL look for alternative especially if they are less expensive. So do you shrink your package at the consumer’s expense?

What makes the consumer happy? Not having bad packaging to vent about. So go out of your way in 2010 to consider consumer anger touch points as you design your product packaging. Avoid “Wrap-Rage, Packaging Shrink and Misinformation wherever possible.

Got Angry Consumers? I can HELP!

You know that I’m one of the foremost consumer product packaging experts and I want to ensure you don’t make the same mistake. I’ve created a packaging “review” program tailored just for you if you have new product packaging or have just completed a packaging makeover or are introducing a new product.

It’s very simple, you provide me either with art work or physical packaging samples along with a description of your target consumer and I’ll send you a written report explaining why your packaging is or is not connecting with them.

The packaging evaluation consists of several things.

• First, I will tell you the overall impression of your product packaging.
• Second, I will cover how connected you message is to your core consumer.
• Third, I will comment on general areas of improvement or change.
• Lastly, I will cover any packaging trends that might impact your product packaging.

Sounds simple? It is, affordable too! Email me for more details on how to make your consumer want to buy your product because you have the RIGHT packaging.

Tags: clamshell, consumer, FDA, FTC, packaging, packaging shrink, WrapRage