In this blog, you will find many news and innovation entries as well as some tips to remember when it comes to packaging. While we at Sunrise Packaging do more than just retail packaging, all of this information can get a little skewed–or even just too much to remember! When it comes to product packaging for retail, the checklist on what to include can seem infinite. SO, lets simplify the purpose of packaging down to the three P’s. Your packaging should offer you the opportunity to:
Protect the Product
- Reduce the costs due to breakage
- Protect the product in transit: for example breakable or perishable items
- Protect the product on the shelf (theft, damage, tampering)
Promote the Product
- It should complement other promotional items or activities from the company
- Communicate other information like the products benefits, or consumer testimony
- Display the product so it stands out from the rest of its shelf-mates
Provide Additional Value and Differentiation
- Entice consumers to buy the product and justify their purchase
- Dispense the product be easy to open
- Preserve the product, reseal able packaging for perishable items
- Offer consumer safety by providing warnings, directions for use
Innovators in the packaging industry all strive for win-win packaging solutions. The best scenario is when a product contributes to consumer safety, product protection, consumer convenience as well as the reduction of carbon emissions. Doing all of these things while simultaneously reducing cost is a win-win for all parties involved. Some folks in the industry consider these situations unrealistic, but the reality is some developments in new closure technology are powering many of these win-win packaging innovations. Indeed, perhaps the main barrier holding back innovations that meet multiple needs is the fact that all too often there has been insufficient focus on the whole pack design – container and closure – from the outset. The use of a foil seal inside a cap to provide tamper evidence is one example of a win-win closure. Such a development removes the need for a tamper band, which allows knurling around the next to be removed. Furthermore, these closures allow for a lighter cap and lower neck profile, which allows for the reconstruction of blown containers, meaning potential weight savings of between 25 and 40%. In yet another win-win this cuts costs as well as carbon emissions throughout the production chain. Win-wins also enable global roll-outs – they allow a single pack to reduce the threat of counterfeiting in markets where this is a major problem, such as the Far East, while simultaneously offering environmental benefits in markets where there is high demand for ‘green’ packaging, such as Western Europe and North America. Whether it’s retailers, brands, or consumers, our industry can ensure that everyone wins.
I think we can all agree that social media is an easy and effective way to interact with your consumers and build that relationship. However, sometimes there can be a missing link between this awesome virtual tool and the literal interaction your customer has with your product. Here are some things that can make that connection:
- Smack it right on the package! Sometimes consumers won’t bother to search for you facebook or twitter after they have purchased your product. Make it obvious that your out there, even give an incentive for “liking” you!
- Use QR codes. We love QR codes at Sunrise Packaging, mostly because not a lot of people know who we are. We like to throw a QR code on our business cards and products that will bring consumers right to our site with a thorough explanation of what we’re all about.
- Ask for feedback because if you’re customers are anything like me, once you ask the question you’d better be ready to listen. And that can be a great thing for businesses! However, if you never ask for feedback you will never know how to better serve.
-Create an app. Anything that will make it easier for customers to choose you, or at least maintain that connection.
The well-known acronym “KISS”- “keep it simple, stupid” became popular back in the 1960′s. The phrase started showing up on bumper stickers, billboards, and t-shirts. The definition stemmed from the belief that most systems work best if they are kept simple and not made complex. The idea from this popular catch phrase has shaped much of our historic treasures, and even now affects software designers and more. Consumers share in this belief, and manufacturers are catching on- especially with packaging. Everyone wants their lives to be simple- even though most Americans have a hectic and complicated schedule. Brands are most successful when they portray simplistic ideals on their packaging, therefore sharing an emotional connection with the consumer and gaining brand loyalty. Here is how they’re doing it: they use the word simple- what better way to get the message across? They are also making it easy for consumers to understand their product and what it contains by listing all ingredients or parts. Brands keep it simple by finding a way to show their product- it could be a picture, it could be a window, either way the consumer can see exactly what they are going to buy. To keep packaging simple, designers are using white space to their advantage. Nothing says simple like keeping it clean and neat!
Packaging for an Aging Population is a recently added report by Research and Markets that assesses the implications of our aging society on packaging design. The report identifies market forces, examples of senior friendly packaging and technological advances that will influence upcoming packaging design trends. Manufacturers and branders will use population data to contextualize products and packaging to the growing demographic of seniors. They will seek to understand what implications the growing senior population will have on functional packaging design and what the “must-haves” are to accommodate. Most importantly, researchers look to case studies and examples of how new technology is presenting greater options for packaging design. With all of this information, manufacturers will be able to look to the future and learn how to prioritize their products for packaging redesign. Senior-friendly packaging needs are clear, but manufacturers also need to keep in mind products need to be designed with intentional, but implicit accommodations for the growing senior population.
Fueled by web interaction and social media, the power of the consumer is more powerful than ever. Whether a workers strike or product ban, the connection of the internet gives these groups the power to rise up and really make a difference in the market to better serve their needs. This is why it is imperative for retailers and manufacturers to keep close tabs on their consumers’ behaviors and opinions. For packaging, this means handling major changes sensitively in order to retain the support of loyal customers, as well as gain the interest of new buyers. It is important to be honest and clear about why a company is changing something about their product. Loyal consumers will be genuinely interested in these changes, and advocacy from word of mouth can be extremely successful promotion for your business.
Survey results covering breakthrough packaging technologies from the last 25 years show that convenience factors have the greatest impact in the marketplace. Reclosable packaging and microwavable plastic tray packaging were named the top breakthroughs that impact consumers’ lives. The survey was hosted by DuPont in conjunction with its 25th Annual Awards for Packaging Innovation, and was available to industry professionals for the last month. Reclosable packaging earned 28% of votes, while microwaveable meals in “ovenable” packaging materials earned 21%. The third largest response was recycled content in consumer, industrial, and community programs that support social goals at 18%.
Since technology has changed the way consumers make purchasing decisions, it has also changed the way brokers and manufacturers do business. The internet is constantly at our fingertips whether on our computers at work or home, on our cell phones and other devices. This form of communication has taken over the way we communicate in our personal and professional roles, and social media outlets take the cake. Whether it is Facebook,, Twitter, or LinkedIn, these networks make tremendous impact on business communication. Due to this focus shift, manufacturers need to change their marketing approach as well. The end goal of all marketing is to connect with customers in order to increase sales and business opportunities. While manufacturers deal with organizations, sales come from customers. Manufacturers need to go where the people and connect with them, and social media is a great way to do this on a large scale. Using social media, manufacturers must build a stronger online presence by doing the following; getting found and connecting with new customers, showcasing products and services, establishing their credibility as an organization, and drive website traffic for customers to learn more about their business.
We have just posted a new YouTube video highlighting one of our favorite custom packaging projects from this year. This sales kit of Starbucks coffee is the perfect example of what we at Sunrise Packaging love to do! Check out this and more videos on Sunrise’s YouTube.
This sales kit highlights Starbucks products in a custom package. Turned edge with a high quality wrap, screen printed logo, and die-cut foam all come together for a collaborative representation of a great company.
Shipping and handling processes are used everyday, especially with boom of ecommerce. The conditions of warehousing and shipping vary widely throughout the world. To avoid and reduce potential product damage, it is important to be aware of shipping conditions in your product market and the region in which you are shipping. Some common shipping practices are surprising. For example, automated handling equipment available in more developed economies might not be as prevalent in less economically developed nations. So if you’re shipping appliances to India or China, you may have to familiarize yourself with such new performance tests as “walking on appliances,” “carrying on the back,” and “setting down from the back”—aka, “dropping.” Though large-appliance packaging might be a specialized situation, shipping any goods very far can be a risky move if the protective performance of the packaging system is not up to the task. Because of these circumstances, protective packaging is on everyone’s radar. Keep in mind not only your packaging for shipping, but also the individually wrapped pieces– strategic decisions on every level will ensure that your products have safe travels.
