• It’s the holidays and packaging is everywhere both pro and con. The publicity secret is I’m sharing is When Packaging Is In The News, Capitalize On It
• There is always someone or something at war in this case its chocolate: Hershey Sues Mars Over Similar Candy Packaging @ http://yhoo.it/hTGZyR
  Here is a Packaging Tip to help you avoid this problem: Don’t clone someone else’s packaging. It’s a fine line between original and copycat packaging.
• A holiday product you might not know about. I use this seasoning and I always wanted to learn more about Bells Poultry seasoning @ http://bit.ly/eJgJ9K
• Know of a relatively unknown product you would like to share? Email me @ packagingdiva@aol.com
• I used one shopping for Thanksgiving. Did anybody see Fox news and the recall of reusable shopping bags because of lead paint?  @ http://fxn.ws/dEzBTN
  So many people have sent me their reusable shopping bags to write about. I wonder how many have come from China? Are you worried? Granted it’s on the outside of the packaging but will it transfer?

Stay tuned for more holiday packaging, innovations and news.  Just remember for the most part you can’t have a product without a package

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!

If this eco environment anything that can use less material and add less to the waste stream is noteworthy. Presenting a smaller retail profile too.

I’m not sure why someone hasn’t thought of this before either because of manufacturing difficulties or dispensing issues. Only time and consumer acceptance will tell whether this packaging innovation will shape our lives.

Tubeless Toilet Paper

via MNN.com

I love Kenzo Flower! This package has changed since I bought mine. ( Mine won’t refill, I checked) wonder if the will send me a new bottle now that I have showcased it.  In any case the bottle is gorgeous and now its refillable too. So many products are considering refill as an eco option.

Refillable Packaging

This is just a concept drawing but seriously and issue near and dear to all of us: getting the last of the contents out of the tube. I have a client that has solved this problem too! The issue is selling the concept to a very large CPG Community without increasing the price.

Innovative Tube Packaging

via alltop.com

This is also in a test mode too. We are starting to see QR codes on certain packaging. It’s actually a form of intelligent packaging that allows consumer interaction with the product to get more information.

In this case consumers who scan the bottle’s codes will be able to get information on the wine and link to detailed tasting notes, food pairing ideas, and link to the Facebook fan page and the Jackson Triggs website.

QR Codes In Packaging

via marketingmag.ca

On paper these look good but is the reality something consumers will accept?

You decide.

But one thing to consider is just because its innovative doesn’t mean the consumer will buy. That’s where I come in to the play helping you sort out the bigger picture (that is, do consumers really want it)?

So before you make a packaging mistake like these Bizarre, Weird and Strange examples why not give me a call or email me.

Understanding the complexities of how a package reaches out to a consumer is one of the most important things to understand. Communicating that message on product packaging is a time consuming and difficult challenge. The answer derives from understanding what the consumer wants from their product packaging. A good way to assess this problem is to look at yourself and how and where you shop?

What compels you to look at a new product? What drew you to pick it up and take a closer look? Your answer may be different from that of another member of your family or a significant other but the message is the same. You were intrigued enough by whatever ever that made you pick up the product and take a closer look. That’s half the battle won because your product will never sell if someone doesn’t pick it up in the first place.

I know it’s a trite saying by now but seriously “think outside the box.” That is what makes your product unique from its competitors. Here are a few questions to ask yourself about your package. Remember think from the consumers’ perspective not from the manufacturers.

Rank these attributes for your product and then the nearest competitive product or a product that you recently purchased that was outside your normal buying pattern.

Is it new and innovative?

Asda receives ‘Innovation of the Year Award 2010’

In Store Dispensing Systems (ISDS) and dedicated returnable and refillable packaging

Is it fulfilling a need?

Replacing difficult to open clamshells

via PSFK

Is it easy to use and convenient?

Ready To Eat Packaging For Your Pet

via PetSmart

Is It A Good Value?

In this example you can clearly see the difference.

Question is the price the same?

Does it make the consumer happy?

A Slice Of Life

via NYT

Does it inspire consumer trust and loyalty?

Buying from a trusted brand

Is it safe and secure?

Extended Shelf Life Technology Makes it Possible

Keeping food fresh and ready to eat.

Does it compel you to want to know more?

I picked this up because of the package

So how does your product stack up in solving a consumer want or need?

Packaging That Solved A Consumer Need That Failed To Deliver

Would your packaging make someone desire to take a closer look?

Remember it’s the package talking here. It’s the one doing the work marketing what’s inside to the customer. That’s what you need to drill in your brain about your package – why buy me??

Evaluating or developing product packaging with the consumer in mind is your first step in creating a package that markets all the products attributes to the ultimate decision maker the customer.

Don’t get concerned it your package doesn’t do all of the above. It only takes one unique attribute that will intrigue a consumer to take a closer look. Of course the more needs you can fulfill the better “connection” to the consumer. The “consumer connection” is what you are trying to create. So think outside the typical behavior and solve the hidden need that will make a consumer buy your product and not a competitors.

Want more of the latest packaging insights and packaging trends that drive consumer purchasing? Be sure and visit the Packaging Diva’s newest web site http://greenpackagingwomen.com where you will find, packaging tips, technology and the latest news.

Considering that the cost of designing an average retail package is $7,000, what’s $70 to get it right (or risk spending thousands more to fix it later)!

Do It Yourself Packaging saves you time and money with step by step solutions. Listen, I have been there. I know how hard it is to have a great idea or product, and to have to dig through mounds of information to learn how to package it. People always contact me whenever they are in trouble. Most of the time it is after the fact and they want the quick fix to their packaging woes.

Well, it doesn’t work that way. Packaging is a complicated intricate process. Understanding it requires time and consideration. It’s not just about getting the product there. It’s also about getting the product to SELL. (and I am going to teach you how.)

To find out how visit Do It Yourself Packaging at http://doityourselfpackaging.com/

Or for more packaging help visit http://www.packaginguniversity.com/ to find out about the latest packaging news, trends and innovations.

My Packaging Tips To Help You Package Anything Better

Too much or too little packaging consumers are weighing in with their opinions. Be ready defend how you package it! Someone will be watching.  A groundswell of public opinion can change the way people perceive your packaging. Once an issue becomes mainstream you will her from everyone.

Packaging makes it possible! What goes on behind the scenes is as important as what you see at the store. Pack Expo trade show is a good example of what consumers never know. They just think products arrive at the store delivered by the “packaging fairy.”

PackExpo this week reminded me that most people just think of packaging at retail.

In case you have never thought about it blood ships by common carrier just like all the other products. Of course its kept at a certain temperature. I know, I used to design packaging for blood shipped around the country. The most stringent criteria and specs of any package I ever worked with.

But here is a unique take on how to package it but commercially and aesthetically at the same time.

Blood Bank Packaging

Photos of Sweet Donation Bag (Via: yankodesign)

I had to throw this in too, very creepy but someone is buying it.

Strange Energy Drink Packaging

Seems to be a lot of spoon in one packaging applications recently.

This one is very recent.  Theory sounds good! Look appealing but from a manufacturing standpoint…..

Spoon and Lid In One

Designer: Yeongkeun Jeong

This was the first example I came across where the lid is the spoon in one unit.  Not doing all that well although the application is right.

SpoonLidz Packaging

Or this example

Snapsil® packages can also provide additional functionality through

an integrated utensil end.

The point is that a lot goes on behind the scenes in packaging innovation and design.

Most products never become commercially viable for a variety of reasons. (I can help you sort that out too).

If you need help bringing your packaging innovation to market I can help though branded social media campaigns. I tweet packaging and peeps listen. Email me for more details.