Packaging News You Can Use

Ever wonder about all those icons, symbols and slogans on your packaging?  What they really mean. As companies struggle to craft winning messages they are creating their own symbols and icons many of which are meaningless. So no wonder the consumer is confused about the validity of these claims. Since so many of these are coming out of the eco and organic arena I’m focusing primarily on them.

One of my personal favorites: “Packaging Made From Wind Power” seriously that’s nice but with all this on the package who can make an informed decision.

I’m in the business and I know what these statements mean but do you and do you really care? There’s only so much space to craft your message and it better be the right one for your core audience.

Part of the problem is who’s watching the marketers concocting these statements and what do they mean? Many of them do have legitimacy and supporting organizations. But there is no one regulating umbrella organization so companies are free to make their own branding statements and are competing with one another.

Recent Examples

Every body knows what this means on a package

The Universal Recycling Symbol

But self certifying “green” claims like this one?

What is a “Greenlist” anyway? Can anybody get on it?

Ensure every element on your product packaging is meaningful to your consumer. Don’t overload your primary marketing space with meaningless phrases and symbols unless the message is integral to your mission and your brand. Just because its a cool and clever looking icon or symbol doesn’t mean it will influence the consumer one way or the other to buy. One caveat some of symbols must by law be on your packaging. Just be careful how and where you place them to maximize thier impact and not overload the consumer brain.

Packaging Phrases To Watch For In 2010

• Certification Symbols
• Forest Stewardship Council (FSC)
• USDA Organic
• Carbon Neutral
• Recycling Symbol
• Frustration-Free Certification
• Self-certification
• Greenwashing
• Branding
• Marketing
• Advertising

Tags: Advertising, branding, Carbon Neutral Recycling Symbol, Certification Symbols, Forest Stewardship Council (FSC), Frustration-Free Certification, greenwashing, marketing, packaging trends, Self-certification, USDA Organic

Gone are the days of packages sitting prettily on the shelf. There is too much competition so companies are looking for unique ways to engage the consumer. Much of this revolves around interactive packaging and social media where consumers are engaged through secondary actions. Smart or intelligent packages that help you make an informed decision or at the very least point you in the right direction. The mobile consumer is the target of much of these packaging innovations.

This field is in its infancy but statistics bear out that this type of package marketing is the wave of the future and is only limited by marketer’s imagination.

Recent Examples:

Augmented Reality

Via Notcot.com

Together with a camera and display screen, the software lets LEGO packaging reveal its contents fully-assembled within live 3D animated scenes.

2d Barcodes Engaging the Consumers In New Ways

Cheetos mobile site is Spanish

The Frito-Lay subsidiary in Mexico called Sabritas used a 2D bar code on special Halloween version of Cheetos packages to engage consumers.

Application can automatically launch a specific mobile Web site and deliver downloadable content.

Packaging Redesign Through Utilizing Social Media

Via Mashable.com

Here’s a new twist. VitaminWater used Facebook to build this brand and its flavor? What else could it be called but “Connect.”

I see new packaging videos everyday on YouTube too. Either explaining the packaging or making fun of it and in some cases engaging you in a decision.

One caution about these innovation packaging technologies, consumers are already overloaded as you will see in a future trend. There is only so much input a consumer can digest given the fact they already see thousands of marketing messages a day.

Packaging Phrases To Watch For In 2010:

• Augmented Reality
• 2D Barcodes
• Social Media
• Facebook
• Twitter
• Smart Packaging
• Intelligent Packaging
• Nanotechnology
• YouTube

Tags: Biodegradable, Bioplastics, Bioresins, Compostable, eco friendly, Extended Producer Responsibility, greenwashing, Precycling, Recyclable, Repurposed, sustainable

Packaging accounts for 30-35% of the waste stream and consumers are concerned what to do about it. They are demanding less packaging and that serves a secondary purpose or can be recycled or reused.

Many even want to just leave it at the store and retailers such as Tesco are accommodating them with bins at the front of the store. The growth of eco friendly or green packaging is outstripping conventional materials. A recent study says that growth for sustainable packaging will double. It seems that every company is seeking a “greener” packaging alternative and new products and new ideas are surfacing everyday.

Consider the 6/R’s in environmentally friendly package design in future package development.

Refill: Have a container that can be easily refilled with products using a lot less packaging material.

eco refill® Up to 85% less plastic*!!…Sounds unbelievable right?

Reduce: That is use less packaging where possible.

Via PopSop.com

From Glass To This Flexible Pouch Saving 97%. Further conversion to a secondary product like this example below.

Recycle: Partner with a company that will turn used packaging into something else.

Example: Teracycle

Reuse: By products in packaging that can be used over and over again.

Example: Refillable water bottles.

Eliminating any type of packaging from the waste stream. That is until the bottle breaks

Renew: Consider using packaging from the renewal natural resources.

Example Cargo Plant Love (plantable container)

Paper impregnated with seeds that you plant.

Repurpose: Design the packaging with another purpose in mind after it has been consumed.

Example: Packaging that turns into other useful products.

This entire unit is self contained within the packaging.

Whatever option you choose ensure your packaging aligns with your core eco message. Because of increashed “greenwashing” scrutiny be prepared to validate your green packaging claim.

Packaging Phrases To Watch For In 2010:

• Recyclable
• Compostable
• Sustainable
• Biodegradable
• Bioplastics
• Bioresins
• Greenwashing
• Repurposed
• Precycling
• Eco-friendly
• Extended Producer Responsibility

Tags: Biodegradable, Bioplastics, Bioresins, Compostable, eco friendly, Extended Producer Responsibility, greenwashing, Precycling, Recyclable, Repurposed, sustainable

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