Even more interesting is that Bubble Wrap® was invented as plastic wallpaper with a paper backing. After the plastic wallpaper failed to take off in the consumer market, the inventors realized that their invention could be used as a packaging material. Look where it is today, a mainstream of modern life. We can all aspire to having our product become a household word. Wouldn’t it be great if the first person someone thinks of when they have a problem to resolve or needs a solution were you and your product?

The point of this trivial information is to send home the message that your success is all about branding. It is vital to brand yourself. That means build an image in someone’s mind that pops (no pun intended) to the forefront when they need a particular product, service or expertise. Branding yourself doesn’t happen overnight. First, you have to compete with the awareness factor. (Do they even know that you exist?) Next, you have to overcome the credibility factor. (They know who you are, but do they know what you can do for them?) Finally, you have to tackle accessibility or availability (Can they reach you when they need to? Do they know where and how to get in touch with you?)

Think again about Bubble Wrap® and all of its unlikely applications. People never seem to throw it away. They save it for future uses or because it’s cool and works as a definite de-stressor. That is how you want your clients/customers to think of you. They save your info for when the need arises and remember the infinite ways that they can use your services.

So what lesson can we learn from Bubble Wrap®? Sometimes our marketing efforts might move in unpredictable ways. Ways we could not have conceived when we thought of the original idea. However, no idea, no matter how bizarre it may seem should be discarded. The secret lies in capturing those ideas when they arise and using them as a platform to focus on bigger and better opportunities.  So get out of your bubble and begin a strategy that concentrates on branding yourself.

Need to know who’s 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. I’ll share how I BubbleWrap® branded myself too.

Get connected with me the #1 connected person in packaging JoAnn Hines Packaging Diva for: Answers, Advice, Results!

Because of renewed interest in packaging a lot of companies are creating packaging blogs. Every day new blogs surface. The way it works for most companies someone is assigned the task to blog about packaging without a serious understanding what blogging is all about.

I’ve been studying the packaging blogosphere for quite some time and there are really some superlative examples out there, especially in the realm of packaging design and packaging sustainability. I’ve created what I consider the most extensive list of packaging blogs at my own blogroll @ http://packaginguniversity.com/blog.

Before you get all huffy because you are not on my packaging blogroll list I’ll explain why.

The majority of packaging blogs are BORING! They simply don’t have a clue about how to blog or what to blog about. They are either collections of current news archives, directories of other packaging web sites or in the worst case scenario self serving sales promotions for the company. Who cares? Seriously people, provide some meaningful information. I’m not going to follow you (nor will any one else) if all you do is pitch products or showcase uninteresting product descriptions and I really don’t care who you just hired.

There is a whole world of exciting information on packaging available. That’s the whole secret behind successful blogging: compelling content, information or insights that people want to know. I don’t want to see a bunch of pages telling me what you are selling, I already know that. I want you to tell me how I can do my job better as a packaging professional, fix my packaging problems, be more cost effective, showcase the latest packaging innovations or stay in tune with the latest packaging trends.

Prove to me that packaging is as interesting to the world as it is to you and your company. Learn these packaging blog basics and you will have a winning packaging blog kid will want follow and recommend to others.

Why listen to me? I’m the most influential packaging person in social media.  So follow me on Twitter as @packagingdiva and I’ll teach you how you can influential too.

Got a blog you want me to look at just comment here and I’ll take a peek.

Let’s think about how we can positively promote our industry and your products in the minds of the consumer for 2012. Set your sights on a few resolutions to create a more lasting impression with the ultimate market for your products: the consumer.

1. 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.

WrapRage over packaging

but what if all the products came damaged and broken? Would those same consumers decry the lack of or improper packaging? You bet! People love to rail about packaging failures.

2. 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.

I heard a great quote at the Sustainable Plastics Packaging conference: “The consumer knows just enough on sustainability to get them through a cocktail party” so what do they really think about your packaging?

3. Step back and think about what product packaging attributes you personally 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 an unmet need.

Here’s a great packaging example with a multitude of purposes.  Fulfilling a need.

Oneglass™ Wine

4. Try to more clearly think like and 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? Or could your packaging the brand itself?

We’ve see some great examples emerge this year like this.

LifeBox the box is the brand.

via Inhabitat
Here’s another example

via eBay

5. 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.

Do you get these perfume/cologne packages? I don’t:

Orwell Perfume

via Packaging Of The World

Konvict Cologne (You’re kidding right?)

6. 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.

Think about what happened to Tropicana

and SunChips compostable packaging.

Interestingly enough both of these examples cam from the same parent company. No names of course.

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.

7. 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 Swarovski Crystals and other precious gemstones and Gold Flakes Vodka care to guess what’s inside?

I think they should send me a bottle as the Packaging Diva.

Diva Vodka

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.

8. 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.

9. 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.

10. 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 web site http://packagingdiva.com or by phone 1-678-594-6872.

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 over-packaging, 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.

Merry Christmas and Happy Holidays
JoAnn

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 an assortment that do really work.

Enjoy Zibra OpenIt

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 2011 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.

Here’s just a few of recent ‘current’ phrases that are tugging at our hearts and minds hoping to capture your interest and make a sale.

What influences you today may not be the same as tomorrow.  With so many competing messages attempting to persuade you, how can you ensure your’s is the message that resonates?

Join me 12/8 as I share the insiders secrets to how to make your packaging speak human @ http://www.instantpresenter.com/AccountManager/RegEv.aspx?PIID=EA50D786854C

Why me? I’m one of the top consumer product packaging experts and I’ll share 35+ years of packaging expertise about what works and what doesn’t.

Best of all its free!

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.

Despite all the hue and cry around the holidays about bad, bad packaging few of us would be celebrating anything without it. Packaging makes the world go round and impacts your lives in many ways you never considered.

I thought it was time to reiterate the positive role packaging plays in modern society. The role of the package has changed over the years from functioning as a simple container to becoming an integral part of our society. Yet most people aren’t aware of the package’s important aspects or don’t understand how it works. They just know that it exists especially when they perceive it as a problem.

Let’s take Thanksgiving for example whether you will have turkey or Tofurkey for Thanksgiving the packaging made it possible! Innovative packaging technology allows you to buy theses product at retail, uncontaminated, undamaged, ready to use and readily available. We can choose from a variety of packaging options too depending upon how much you want to buy.

Let’s digress from Thanksgiving?, did you brush your teeth this morning? What is toothpaste without having a package to make it possible for you to use it.  Something we all do every day and don’t even think about how it got there. Here are some great innovative packaging examples just for toothpaste @

http://bit.ly/dS6dzd

What did you have for breakfast? Eggs, bacon, toast, fast food? Packaging plays an integral role in all these products and making them available to consumers or even exist. Simply put packaging makes products happen! So much to choose from just look at all these egg packages @

http://bit.ly/fgSkMN

I’m not going to expound in depth on all the “real” things packaging does, but think of the primary responsibilities of the package. On the “short” list: It protects, conveys or transports the product so that it arrives undamaged or unbroken. It educates or tells us what is inside and what to do with it. It sells or persuades us to buy what’s inside. It makes it easy for us to buy, use or consume it. Remember, that’s just the short list for the role packaging plays in your life.

Now let’s look at the issues that arise without packaging: Broken or damaged contents (smashed potato chips, broken crockery, no turkey or Tofurkey). Plus it educates you too. How many servings are there? What temperature do I cook it? Where and how do I plug it in? How do I put it together? Will it color my gray, help me lose weight quickly, or attract (think about cosmetics)? Can it be cooked in the microwave? What’s for dinner, IPod anyone? The list goes on and on.

Now what’s real? Sorry to say but there are some real idiots out there lambasting packaging without understanding why. Sure packaging contributes to the waste stream, and yes some things are overpackaged or hard to open. Yes, the packaging industry can do a better job in reducing the amount of packaging.

And CPG’s are listening just this week Hasboro announced it would be removing all the twist ties from its toy packaging.

WrapRage is now the “in” buzz word from now to after Christmas. How hard it is too open or how dangerous it is when you do.  The media loves these stories about the negative aspects of product packaging. But, seriously think through your day from the time you get up to your last bedtime snack. How many of those things could you use, do or accomplish without packaging?

So think before you rant. Understand before you condemn, product packaging as the bane of your or society’s existence. Remember this for the most part you can’t have a product without a package. Most importantly, packaging is our friend. And I’m thankful every day for packaging in my life!

http://bit.ly/tWcnGA

It’s fitting that we talk about how the packaging community can recycle packaging.
Many people think packaging is the bane of our existence but we couldn’t exist without it.

Here are a few examples of creative ways to take packaging and repurpose it into other products.
If you know of other examples please share.

Now that consumers are really scrutinizing product packaging it seems that two important trends are emerging: consumers either want less or minimal packaging or they want to be able to reuse the packaging that products come in for something else. The name for this is emerging trend is repurposed packaging.

Repurposed packaging can mean a lot of different things and I’ll show some different examples illustrating that. The important factor to remember is that you are taking and existing package and using it for another purpose or secondary (hence repurpose).

In several cases as these examples the packaging and the product are designed to be reused and a self contained unit. One package does it all.

Great packaging innovation. Corrugated chair and packaging all in one self contained unit.

Or this lamp called Flamp a corrugated box than comes with a light bulb and hardware inside. You just plug it in and you are good to go.

This wine packaging turns into a stand to hold the wine after you get it home. Very utilitarian.

This is an excellent example of packaging with a secondary purpose. After the product is shipped you unfold the packaging and reconfigure it into a hangar for the shirt.

This pizza delivery box tears apart and turns into plates from which to eat the pizza saving on washing or using paper plates.

Lastly there is the reuse of old product packaging and turning it into something else entirely. Terracycle has turned this into a very profitable business and partners with companies like Kraft. Look for an upcoming interview with more insights on Terracycle and how it makes money out of your old packaging.

The point is to put on your creative thinking cap when developing new product packaging. Can the packaging you design be reused or repurposed into another product?

Will it save on adding additional packaging into the waste stream? (a consumer hot button)

Or can the package be part of the product itself? If so you have an instant connection to the consumer who wants to buy your product. Also think about your packaging’s second life as a new product as you design the packaging of the future.