Tag Archives: assembly

Reasons Why Packaging Designs Fail – Structure

25 Tuesday Jun 2013

Posted by in Marketing, Packaging Design, Product Development

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MaryBethApplePieThis is the second post in this 3 part series on why packaging designs fail.  Don’t forget to sign-up to have each post sent directly to your inbox.  You can subscribe at http://www.brianpankratz.com.

Let’s Review
In the last post we talked about three areas to consider when packaging designs fail; design, structure, and marketing.  Last week we focused on design, this week we are reviewing structure.  To read the first weeks post on design, click here.

Define Structure
We all need to be on the same page when talking about “Structure”.  Structure is defined as the materials, construction, and shape of the packaging used to package the product.

So, how can the structure contribute to packaging that fails?  The list below are some examples…

1. Damaged Packaging:  Nothing says, “Don’t buy me,” more than a damaged package.  I am not talking about the consumer inflicted damage by ripping open a package after purchasing it and then returning it to the store.  I’m talking about the packaging not being able to withstand the shipping and handling process involved with getting the product to the retailer.  Choosing the right materials when packaging a product is critical.  Whether it’s deciding the type or thickness of either plastic or paper board, the wrong materials can affect the sale of a product.    Choosing the wrong materials can result in damaged packaging or in some cases, damaged product.  Everyone wants to save on costs, but when packaging doesn’t maintain integrity, the sales of the product suffer.

2. Over Packaged Product: Not only is not protecting a product bad, but over packaging products are also costly.  I remember walking down the aisle in my local big box retailer, and seeing a product the size of my fist packaged in a sealed clamshell that was about twelves inches square in size.  The product was grossly over-packaged and not sustainable in the least bit.

Note:  How can the first two be resolved without issue?  Packaging testing!  Know the specifications needed for your packaging and do testing to ensure the product and packaging will arrive without issue.

3. Poor Security of the Packaging:  One of the main responsibilities of packaging is to protect the product from theft.  Failure to do this can result in huge losses for the retailer and result in higher theft rates of the product and may jeopardize the products ability to be sold at the retail level.  On the other hand, food containers that have tamper-resistant features provide added security.  I was working with a new client, and they informed me that before working with us, nine out of 10 of the products they sent to the retailer were stolen.  The retailer had a clear message for their product that sold for $25 ea., “Get new packaging, or I’ll get new product!”

4. Shelf Presence:  When designing packaging, one of the questions we ask is, “Does this package need to hang, stand, or both?”  It is amazing how many out there seem to skip that question.  Once we understand this question, we now need to find a way for the packaging that we design to POP.  Gaining the attention of the consumer can be done several ways; shapes, colors, graphics, etc.  Determine what would gain command on the shelf and then create something unique.

5. Poor Usability:  Usability refers to packaging that facilitates the use of the product.  Whether it is the perforations of a chip board carton to allow easy dispensing of the product or locking features on a clamshell, it all provides either a positive or negative experience for the consumer.  The key is to create functional packaging that properly assist the consumer with the use of the product.  Creating a positive experience for the consumer shouldn’t end after the purchase is made.

When packaging is designed with the proper structure, it can attract consumers, properly protect, and even prolong the shelf life of the product.  The idea is to create packaging designs that do all of the above.  Create an experience for the consumer that makes them appreciate you for how you have decided to package your product.

To get more information on creating packaging that sells without failing, contact Brian Pankratz at Mercury Plastics, Inc., bpankratz@mercuryplasticsinc.com.

Packaging Study Results Are A Must See!

11 Sunday Nov 2012

Posted by in Marketing, Packaging Design, Product Development

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Do you know the best way to package your product?  Does your product compete on the shelf with other products? If so, you may want to review a recent study that was conducted by Klockner Pentaplast (KP), a manufacturer of plastic films.

Summary
Klockner conducted a study to determine how consumers shop for product.  The same product was packaged in both a clamshell and a paper board carton.  The behaviors of shoppers were studied and the results were shared.

Here is what they found:
1.  Product packaged in clamshell type packaging sold on average 400 percent more.
2.  The consumer was able to find their product on average 40 percent quicker when they were able to see the product.
3.  Clamshell packaging maintained attention longer by 343 percent.
4.  Clamshell packages received 675 percent more fixations than cartons.
5.  Clamshell packages were purchased over 400 percent more than the standard paper board carton.

After they shopped
After the participants shopped, they were asked to fill out a general questionnaire about their shopping experience.  Over 88 percent stated that it was important to see the product they purchased.  They also agreed the plastic packaging was higher quality and more tamper-resistant.

My thoughts
I want to take the time to look at this study, not from a plastic film manufacturers point of view, but from someone who designs and manufacturers both clamshell and paper board carton packaging on a daily basis.

What are the main take-aways?
It is clear that when the consumer can see the product, it allows them to get a comfort of what the product is and what they are buying.  The main point of the study is clamshell vs. paper board carton.  One could argue that other types of packaging, such as windowed cartons, sealed or trapped blister packs, etc., may have a different outcome in the study.  Debating this would only get you unanswered questions, just don’t forget the main take-away, show your product!

Even bigger
We all know that packaging is considerably more complex than deciding clamshell vs. paper board carton.  If you have a clear understanding of how consumers shop, you also know that it isn’t only about clamshell vs. paper board carton.  Colors, images, brand recognition, sustainability concerns, etc. play an enormous role on how packaging is designed.

When developing packaging for your product, ensure to explore all your options.  Your packaging designs are only limited by the person designing them.  Engage innovation, creativity, and be different to draw attention to your product and gain the attention of the consumer.

Read Klockner’s full study here.

If you would like more information about ways to create new packaging designs that sell, contact Brian – bpankratz@mercuryplasticsinc.com.

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Your Packaging Thinks You’re a “!@#$%^!”

03 Saturday Nov 2012

Posted by in Marketing, Packaging Design, Product Development

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If your packaging could talk…what would it say?  What would it say about both you and your company?  Some of us are thinking to ourselves that we’re very happy our packaging can’t actually talk.  A smaller percentage of us wonder what would actually be said.  Regardless of the side that you take with wanting your packaging to talk, there is a sobering truth that lingers.

The Truth
The truth is…packaging does talk.  How we package our products tells a lot about us.  This is consistent with many things in our lives…how we dress, the car we drive, the words we use, etc., all tell a little bit about who we are.  This goes the same for how you package your product.

Write the Script
Determine what you want your package to say.  Certain colors, textures, fonts, and shapes all communicate different messages.  Being unique and creative is essential and will help your packaging to speak loud and clear.

Details
Great manufacturers understand that every detail matters.  If you want to be regarded as a top innovator, your packaging should be as innovative as the product inside.  Doing this gains confidence with the consumer that attention has been given to every detail, even the packaging.  Do consumers notice this?  Absolutely!

Your packaging is talking…did you tell it what to say or is it telling everyone that you are a !@#$%^!

If you would like more information about ways to create packaging that speaks a clear message, contact Brian – bpankratz@mercuryplasticsinc.com.

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– Who Defines Quality For Your Product –

06 Friday Jul 2012

Posted by in Consumer Satisfaction, Marketing, Packaging Design, Product Development, Quality

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What does it mean to have good quality? 

The answer to this question will be different depending on who you ask, but whose opinion really matters anyways?  And why is it important to define quality for each individual part or product you manufacture?

Before I go further, I want to make it clear that the customer defines the word, “Quality.”

Know the Expectations:
The quality specifications should be clear in the initial quote phase and should carry through to production.  Knowing what the customer’s expectations are for their packaging is important.  Using a higher grade material when not needed can cost the customer significantly more money than expected.  Don’t assume!

Know Your Materials and Process:
Knowing the capabilities of your materials and process is key to understanding what specifications need to be defined with the customer.  Since there is a clarity difference between utility grade RPET and virgin PET, which one do they need?  What type of quality is being requested?  Is a spot color being expected for their company logo and you are running 4 color process in your printing operation?  Know what your materials and processes are capable of and define the variables that exist.

Agree on the Criteria:
Once the variables are identified, agreed upon standards need to be set.  For printing, it is important to get light/dark standards.  For thermoforming, it is important to agree upon how many imperfections are allowed in the plastic.  For contract packaging, you need to agree on the appearance of the finished product.

Unfortunately, many companies have scrapped acceptable parts and have also sent inferior product to the customer only to find out that their views of “Quality”, didn’t match.

For further information on creating quality packaging, contact Brian Pankratz at Mercury Plastics, Inc. (bpankratz@mercuryplasticsinc.com)

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The Forgotten Cost in Packaging Design – Don’t Let It Happen To You

29 Friday Jun 2012

Posted by in Marketing, Packaging Design, Product Development, Sustainability

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There are many costs associated with packaging a product.  While the raw materials of the packaging are mainly concentrated on in the beginning stages of development, an equal amount of emphasis should be put on the labor to assemble.

We’ve all been there; right…someone emails a great packaging concept to us for review.  While reviewing the concept on your computer screen, you count 3 different insert cards, a plastic tray which goes inside of a plastic clamshell, an instruction sheet and then let’s not forget about the actual product we are trying to sell along with individual attachments to our product.  You view the quote sheet and it lists all of the components, but where are the labor costs to assemble this masterpiece?

Sound familiar?

Being a designer, printer, thermoformer, and co-packer of packaging components, we place a high emphasis on the cost associated with the assembly of the packaging we design.  Labor costs continue to increase; being able to design packaging that is easy to assemble is a key ingredient to the profitability of a product.

Don’t let it happen to you; be aware of the costs to assemble and seek guidance on any improvements that can be made to take the cost of assembly out.

For further information on if you can remove unneeded costs associated with packaging assembly, contact Brian Pankratz at Mercury Plastics, Inc. (bpankratz@mercuryplasticsinc.com)

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“We Didn’t Even Know That Was Possible!” – Staying Current

22 Friday Jun 2012

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As I work with different companies to create new packaging designs and concepts, I continue to hear the same expression from high level marketing teams, “We didn’t even know that was possible!” 

I have to admit, the first time I heard that expression; I was a bit surprised.

After careful consideration, it became clear why this comment is so prevalent.  The fact is, the packaging industry has many different facets and each one is evolving at an ever-increasing pace with better technology, raw materials, processes, equipment, etc.  New designs are possible today that were once considered impossible; including certain aspects of thermoforming, printing, sealing card-to-card without heat or tooling, etc.  The packaging industry continues to break new ground and the questions that do not get asked – do not get answered!

When it is time to develop your packaging, your greatest advantage is to be informed on all of the options available, asking lots of questions, and partnering with professionals in the industry.  Stay informed so that you can make the best decision possible for your product.  Don’t assume that an innovative design will be higher in cost or that unique packages are impossible.  In most cases, through the development of new packaging, significant costs savings can be realized and fresh designs can be achieved.

The packaging world continues to evolve, don’t continually be the one that is last to the market with a fresh design.

If you would like to get information on what is now possible for your product or if you have questions, please contact Brian Pankratz at Mercury Plastics, Inc. (bpankratz@mercuryplasticsinc.com)

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5 Features Your Product Packaging Must Have

15 Friday Jun 2012

Posted by in Consumer Satisfaction, Marketing, Packaging Design, Product Development

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As different products sit next to each other on the store shelf, what makes one product sell better than another?  The answer is: packaging.  When consumers go shopping, they are looking for a positive experience, from the time they enter the store, until the product is removed from the packaging.  Product packaging plays a key role in the consumer’s experience.  There are 5 features that your product packaging must have to create a positive experience with the consumer.

Creativity and Uniqueness:
Be creative and unique with your packaging.  I love Seth Godin’s analogy in his book, Purple Cow.  If you drive down the road and see a brown cow, and then another brown cow, and then more brown cows, you quit paying attention to the brown cows.  But then you see a purple cow and it captures your attention.  Don’t be afraid to be different.  If you are like everyone else, you may go unnoticed.  Be creative and unique!

Good Use of Imagery:
Good imagery is priceless in packaging.  People love to look at pictures that help relate themselves to the product.  When you buy exercise equipment you find people in the type of condition you wish you were in.  When you buy baby products, you will more than likely find pictures of cute babies on the packaging.  Selecting the right images to connect with the consumer is one of the most important elements in good product packaging.

Product Visibility:
When possible, it is always a good idea to reveal some of the product to the consumer.  Consumers feel more comfortable with their purchase if they can see at least some of the product.  Whenever possible, show the product.

Keep It Clean:
I cannot say enough about a clean and concise looking package.  Some products do not need ten bullet points to describe the product.  Using imagery over text is preferred for most packages.  Use colors that contrast against your competitors.  Adding more text on a package is not always better.  Try to use words that reach into the emotions of the consumer.  Unique fonts are a good way to enhance branding.  Ensure that the font is legible and easy to read.

Easy to Open:
As manufacturers, we need to find that definitive balancing point between secure packaging and easy-to-open packaging.  The consumer’s experience is not as pleasant if they cannot easily open the packaging.  There are new and innovative ways to have both security and easy opening features in the packaging.  Ensure that your product is easy to open.

Creating a positive customer experience should be the goal of every manufacturer.  Implement the 5 elements listed above to create a positive experience that the consumer will remember.

For questions or more information on how you can implement these 5 features into your packaging design, contact Brian Pankratz at Mercury Plastics, Inc. (bpankratz@mercuryplasticsinc.com)

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What You Need To Know About That “Hard-To-Open” Packaging!

17 Thursday May 2012

Posted by in Consumer Satisfaction, Marketing, Packaging Design

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Plastic packaging has attracted negative attention over the years for being hard to open?  Retailers want secure packaging for their product.  Manufacturers and packaging designers are in search of packaging that is secure and will not contribute to increased theft rates.

Over the years manufacturers have been blamed because packaging is too hard to open.  Claims of people getting hurt while opening the packaging has created a market where additional tools were created just to get inside the packaging.

As manufacturers, we understand that in some cases, packaging was created difficult to open for a reason.  High theft rates from poor packaging can result in product being pulled from the shelves.  Good packaging serves a purpose for deterring individuals from shop lifting. We are now faced with the challenge of creating a secure package that is also easy to open.

Going forward, there is hope that will change the negative perception of opening packages. New packaging has been developed that offers both security and easy open features.  Packaging that creates a positive experience with the consumer and will get them talking in a positive way about the new packaging design.  Can you imagine packaging that offers security but also “POPS” open?  Easy open features are getting the attention of many manufacturers and praises from many consumers in the market.

New packaging designs have been developed that leave the consumer praising the product because of the positive experience that was created from purchase to product use.  Make opening packages an experience the consumer will not forget.

For additional information or questions, contact Brian Pankratz (bpankratz@mercuryplasticsinc.com)