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.
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%.
DuPont celebrated its silver anniversary of global packaging awards last night, May 16. The program granted top honors to a U.K. based design firm for their packaging of AidPod which delivers life-saving medicine to remote sub-Saharan villages. The DuPont Awards for Packaging Innovation program started 25 years ago as an opportunity to connect with the industry and to encourage collaboration as a big part of innovation. As part of the milestone celebration, DuPont also highlighted past winners whose breakthrough projects in packaging catapulted significant change in the industry.
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.
Branding and product marketing are two different, but important things that are aided by quality packaging. Branding refers to the company’s effort to build, and more importantly maintain their identity in the market. This concept is similar to an individual building and protecting their reputation. A company’s brand is the meaning that is behind the name, often accompanied by a logo or symbol used to signify its product or service. Branding done right associates the company with certain positive traits or attributes in the building up of the brand. These characteristics are dependent on the industry. Retail companies often use their product packaging to maintain their brand image. Different from branding, but equally as important, product marketing involves all of the marketing and communication messages a company employs to promote a particular product or product line. From product conception and research, to product release and advertising, product marketing is specific to the item at hand. If branding is done effectively, it has already laid the groundwork for a successful release of the line.
One of the biggest trends in custom packaging is offering limited editions in the package’s design. Here is a perfect example of making a limited edition work for your product. Mars Chocolate North America is going to debut a collection of American Heritage Chocolate products. To go with the Heritage theme, the chocolate will be available in colonial inspired packaging. The packaging is not the only novelty behind the campaign- the chocolate is made of products based on a historic recipe from the 1750s. The commemorative packaging and historic chocolate recipe offers consumers to enjoy something they love while taking a piece of living history home. The American Heritage chocolate has expanded its distribution and is available at over 130 sites.
During the Great Recession, consumers made the switch to store brands at a lower price in a variety of product categories. They discovered that these store brands, a.k.a. “private label” products are just as good as the national brands that cost more. Now store brands are more present in our lives than they have ever been. Found in Deloitte’s 2013 American Pantry Study, survey respondents testify that they have found several store brands that are equal to their more expensive national brand counter parts. Now, very few of these consumers will be returning to these brands- actually on 27% plan on doing so. Value items still use very basic packaging designs, but some of them are now competing in higher end categories and need to update their packaging according to their product tier. These items showed some of the following common trends in packaging design: warm earth tones, stylized photography, whimsical designs targeted at all age groups, and the use of limited edition packaging and products.
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.
