Dec 22 2011

Holiday Message From Your Secret Santa: Packaging Makes The World Go Round

Filed under Feature Article

I’m a packaging addict as you well know. I think it’s appropriate as we celebrate to understand how packaging makes the world go round.

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

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?

eggs

chips

aspirin_tablets

Johnson-Baby-Shampoo

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.

121137_grocery_store_1

Merry Christmas and Happy Holidays
JoAnn

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Dec 16 2011

Packaging Grinch

Filed under Feature Article

It’s that time of year and consumers are on the warpath more than usual and all the grinches come out to play.

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.

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Dec 02 2011

The Power of Packaging

Filed under Feature Article

Information overload. We all suffer from it. The average person is bombarded with in excess of 3,000 marketing messages a day.

 

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!

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Dec 01 2011

Does Your Packaging Speak Human

Filed under Feature Article

Join JoAnn Hines, aka Packaging Diva – a industry thought leader in the world of packaging, as she presents “Does Your Packaging Speak Human?”  Thursday, December 8, 2011 at 1:00 pm EST
More info at
http://www.instantpresenter.com/AccountManager/RegEv.aspx?PIID=EA50D786854C

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Nov 29 2011

Packaging Problems Create Angry Consumers

Filed under Feature Article

The big boys are getting the message (Amazon, Wal-Mart) and are taking steps to make more frustration free packaging for consumers. Could it be they are finally taking notice of angry consumers?

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?

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

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?

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

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.

Post to Twitter Post to Yahoo Buzz Post to Delicious Post to Digg Post to Facebook Post to StumbleUpon

Rating 4.00 out of 5


3 responses so far

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