2010 Packaging Trends #3 Your Packaging Does What?

The Packaging Diva — Tue, 12 Jan 2010 14:00:08 +0000

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

2010 Packaging Trends #2 Green Is No Longer On The Fringe

The Packaging Diva — Mon, 11 Jan 2010 15:23:10 +0000

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.