Packaging News You Can Use

Since October was Breast Cancer Awareness month I’ve seen a plethora of pink packaging.Some of it good and much of it not so good and the reason behind it is because they don’t understand their core consumer.

Some of the most successful package introductions have come from people who knew nothing about package design. How can that make sense? Designers are creative. They get paid to design packaging, which may or may not necessarily be what the customer wants or needs. Good designers keep up with the latest design trends and technologies. What’s hot and what is not in might be the perfect answer to a package design. But what if it is not?

We all get caught up in established rules and parameters. You can’t do this because of the way it needs to be manufactured or if it’s this product it has to be packaged this way or in this particular material. Or the concept the designer has in mind is the latest rage in package innovation so it will work for this product and any product too. But let’s think laterally about design for a minute.

Do you continually challenge stereotypes? Why does a particular product need to be a certain shape? Is the product in a particular package because it’s always been done that way before? In my recent survey about packaging products for female buyers there were dramatic differences between what packaging designers and packaging professionals perceived as important and what the perception of its importance to female consumer or the ultimate end user.

One package design characteristic I asked about particularly was shape. Designers were drawn to it. They believed, as do most packaging professionals, that shape was an important component of package design. Designers see a dramatic new shape and are immediately impressed with the creativity of it.

However, women aren’t as intrigued by the shape as by the functionality of the package. They believe, “Make it work for me first, then worry about how pretty it looks.” So don’t think shape like a package designer think shape like a female consumer.

Consider this during the design process: who do you expect to use the product and how? If it’s women, the 80% purchaser or influencer of purchasing decisions, what is really going to impress them? Hint: its not necessarily design. If its not women then it better be a very targeted niche.

My survey results demonstrate that convenience and ease of use and storage were particularly important to women. After all, the woman does most of the shopping and in most cases put the products away. Isn’t this a logical conclusion to designing what women want in their packaged goods? Think about what makes it easy to use the product.

Consider the age factor too. Ergonomics and ease of opening were rated highly by both women and seniors. Products designed for specific age groups need to work for that group and not just look pretty on the shelf. Spend time scouring the isles when working on new products. Don’t just focus on the category in which you are designing.

Look for features and innovations that can cross boundaries. Look at emerging trends. Don’t just look at products in your category either. Go to multiple types of shopping outlets and don’t forget to use the Internet. A recent example is the complete reworking of power tools or other typically male oriented products. They are now produced in female friendly colors with comparable packaging. It has created a whole new brand category of marketing for traditionally male DIY products.

Put yourself in the buyer’s position. It helps if you can get different perspectives too. Not everyone will view the same packaging attributes with the same opinions. Cross a spectrum of potential buyers with a few targeted questions. Don’t be surprised by the answers.

One last point, just because it’s highly publicized or advertised doesn’t mean it works. Consider all the celebrity endorsements and money spent courting high profiles figures. It is designer this or designer that. The most surprising outcome of my survey was that a staggering 89% of women would not be induced to buy a product because of a celebrity endorsement unless it was some type of cause marketing such as breast cancer.

So put on your thinking caps designers and start thinking like a woman the 80% influencer or purchase maker. Need more insights on “If You Package It Will She Buy?” Order my special report at http://www.packaginguniversity.com

Tags: packaging, packaging innovation, trust

Everyone is in a tizzy over the FDA cracking down on mislabeling of product packaging. The FDA has long been the primary regulator of many types of product packaging legislation. There are extensive documents, procedures and regulations with which many manufacturers must comply.

But recent food product packaging claims have received worldwide media attention particularly from the MOM factor about the “Smart Choice Label”. Smart Choice, promised to “provide ‘at-a-glance’ information that a product met strict science-based nutrition criteria” that made it easy for a consumer to make an informed purchasing decision.

Yet when one looks at the selection of products chosen it raises serious thoughts about the real nutritional value. Smart Choices, includes major companies such as Kellogg Co., Kraft Foods Inc. and General Mills Inc., and has been criticized for handing its “Smart Choice Lable” to processed foods that are high in sugar, such as Froot Loops cereal and Cracker Jack snack food.

AP Photo/Russel A. Daniels

Is excess sugar a smart choice?

The “Smart Choices” launch included several hundred products from a variety of companies. Now most of these companies have temporarily suspended the program pending FDA clarification.

Is this label telling the truth?

You can 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.

For more on misleading packaging claims read: Packaging You LIE.. @

http://packaginguniversity.com/blog/2009/09/25/packaging-you-lie/

Please weigh in and tell me were you mislead by the Smart Choices logo on products you bought? If you are unsure whether your packaging claims might get you in trouble that’s what I do help you separate fact from fiction on your product packaging. Visit http://packagingdiva.com and request information how I can help.

Tags: FDA, health claims, labeling of food, misleading claims, packaging, Smart Choices, trust

This week another lawsuit was settled about product packaging misleading the consumer with over stated health benefits. Certain claims are consider deceptive and considered false advertising by overstating the health benefits in consuming this product.

Lawsuits And White Lies

I have to admit I’ve seen the ads and was seriously considering purchasing this product from a trusted brand Dannon but now I wonder about the validity of the product claims on other products I buy from them.

Better for your tummy or the manufacturer?

Once you have lost the consumer trust it’s hard to get it back. I think trust is the most important part of package branding. You want to believe what the company says is true and simplify the purchasing decision by using brands you know.

Here is another recent case where a product claim was made that eating Cheerios can help lower bad cholesterol, a risk factor for coronary heart disease, by four percent in six weeks. The FDA says that statements made on Cheerios packaging like the claim that the cereal is “clinically proven to help lower cholesterol” make the product a drug under federal law said no way Jose and if you don’t correct the mislabeling we will remove it from the shelves.

Eat this and become heart healthy?

Packaging “green” or “greenwash?”

Let’s talk about the latest hot button “greenwashing.” Everybody wants to be green and claims abound. Too many to cover here but one point to consider is the validity of all these new phrases and buzzwords appearing on the product packaging.: eco, compostable, biodegradable, sustainable, environmentally friendly and so on.

Some companies are also making claims that the certify themselves. This is particularly prevalent in the environmental area where there is no overseeing packaging agency that monitors the claims. Just because a company says its green doesn’t necessarily mean it is.

SC Johnson developed the Greenlist™ process—“to help our scientists make choices that protect the planet and its people while maintaining the high performance of our products.” The Greenlist™ process provides ratings for more than 95 percent of the raw materials we use, including solvents, propellants, insecticides, packaging, and more.

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

The DuPont Sustainable Packaging icon captures key elements of environmentally smart packaging solutions from DuPont that are made with renewable resources that enables recycling and that helps reduce the amount of packaging.

Mom’s Know Best Or Do They?

Finally let’s not overlook the MOM factor. They are entrusted with making the right decision when it comes to buying the right products for their families. While shopping by rote is commonplace moms are particularly careful when it comes to choosing products for their kids.

Most moms are so time crunched that they rely heavily on what product packaging has to say. So what about statements like this?

Who’s monitoring these foods that are carrying this label? Are these products seriously smart or is it just a marketing gimmick?

This is taken directly from their website

No matter where you shop or what brands you buy – the Smart Choices Program™ provides simple, front-of-pack nutrition guidance to help you make smarter food and beverage choices.

Leads one to believe this is a symbol you can trust. But I’ve looked at some of the foods and I’m not so sure about it making me question the validity of a “smart” choice.

Is this label telling the truth?

The point is when a claim is made on product packaging you are trusting that what the manufacturer says is true. For the vast majority of products this is accurate but it seems recently that in an effort to convince the elusive consumer some products are stretching the truth a little too much.

Will this hurt their sales? There have been lots of examples of companies loosing their core consumer and lost revenue because of product packaging mistakes. In keeping true to your audience be sure to validate your packaging claims to eliminate angry consumers crying out “Packaging You LIE.”

Tags: deceptive practices, FDA, MOM factor, packaging, Smart Choices, trust