Reasons Why Packaging Designs Fail – Marketing

30 Tuesday Jul 2013

Posted by Brian Pankratz in Marketing, Packaging Design

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advertising, best packaging designs, brian pankratz, brianjpankratz, Design, Display Pack, Emotional Marketing, Innovation, marketing failures, New packaging designs, packaging, packaging and containers, packaging design, packaging designs, packaging failures, Packaging solutions, packaging suppliers, printing, Product Packaging, thermoforming

This is the final post in this three-part series on, “Reasons Why Packaging Designs Fail.” Sign-up today to get the next blog post/series delivered directly to you inbox! You can subscribe at www.brianpankratz.com.

Decisions…decisions…
How a product is packaged is one of the most important decisions manufacturers make. Good packaging can provide increased sales and consumer popularity, while bad packaging can send a product spiraling with a one-way ticket to the clearance rack. There are many reasons why packaging designs fail. We covered how design and structure can both contribute, in this post we will review failures in marketing.

Marketing with Packaging:
As the saying goes…“People don’t remember what you say, they remember how you made them feel,” is also true for packaging. Every single element of how you package your product, whether consciously or subconsciously invites an emotional response. This goes for product comparisons as well, meaning, the products you compare your product to can speak to the overall quality of your product.

Have you ever wondered why Nike finds room in their budget to hire superstar athletes to be in their commercials? You guessed it…They want to send a message that winners wear their product. Their product helps you to be great, confident, and will bring you one step closer to victory. I you want to be great, then you should buy their product. You will not find them creating adds without an emotional connection. The same rules should apply for packaging, look for ways in your packaging to create an emotional connection with the consumer.

Here are some ways that Marketing failures occur in packaging:

1. Missing Your Target Audience: Before beginning the packaging design process, one must define who the likely consumer is. This information will help determine graphics, colors, fonts, etc. for your product’s packaging.

2. No Benefits Listed: People buy solutions, has your packaging defined how your product solves their problem? Let’s take it a step further…not only how it solves their problem, but how it solves their problem better than the competition. Do you know the benefits of your competition? Don’t clutter the packaging with a long list of benefits, but highlight the most important features and find unique ways to communicate them within the packaging.

3. No Stance: Not having a clear understanding of your product or brands message can send a confusing message to consumers. Be consistent with what your product or brand stands for. The reality is, not every product wins by being environmentally or nutritionally focused. The consumer may just want to know if the packaging is recyclable. Have a clear and consistent message with your packaging.

4. No or Poor Imagery Used: A picture is worth a thousand emotions. Beware of using the valuable space on your packaging with text. Ensure to select the correct image. Two people can look at the same image and emotionally perceive it differently. Images work better than text when attempting to connect with the consumer, however, the wrong image can send negative emotions.

Example: You need to select an image for the front of your packaging for a home security system. What image would you choose; a) A photo of the product b) A family safe and secure in their home c) A picture of the security systems operator d) A burglar trying to break into a home e) a single woman holding a child activating the security system?

Think through each example above and how the different images may invoke fear, safety, protection, happiness, worry, etc. Some images may not connect with all consumers or may not relate well, so choose wisely! Creating the wrong emotion may prevent a sale.

5. Poor Packaging Consistency: When packaging multiple products, it is important to package the different products so the consumer would be able to associate them as the same brand. Using the same colors, style of graphics, shapes, etc. when possible, will help to establish your brand. If you want to build brand loyalty, make it easy for the consumer to find your product.

Packaging is something that just about every product needs. The decision on how to package each product can lead to a huge success or contribute to the extinction of a product. Find ways to create unique designs that capture the attention of the consumer and convince them that your product is what they have come to the store to buy.

Have a new product you need packaged? Contact Brian Pankratz at Mercury Plastics today for help. bpankratz@mercuryplasticsinc.com

The 4 steps to every consumer purchase – Week 4

19 Friday Apr 2013

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

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advertising, brian pankratz, brianjpankratz, co-packing, cost reduction, cost savings, Design, designs, Display Pack, Emotional Marketing, environment, Innovation, Marketing, maximize profit, New packaging designs, new product, packaging, packaging and containers, packaging assembly, packaging companies, Packaging solutions, product development, Product Packaging, Quality, simple packaging features, thermoforming

This week we are wrapping up our series with The 4 Steps To Every Consumer Purchase. If you missed any of the previous weeks, you can find them here…Week 1 – Scanning, Week 2 – Price, Week 3 – Comparison.

Step 4: The Final Step
Making a purchase is an emotional process. Manufacturers need to offer products that help the consumer confirm that they are making the right decision. The last and final step is the Confirmation step.

The Confirmation Step
In this step the product is in the hands of the consumer. They have reviewed the benefits, features, and price point. We now have to win the emotional connection with the consumer. Most consumers have had problems with products they purchased in the past and want to ensure this doesn’t happen again. They are asking the following questions:

Will I have to return this product later?
Will this product be easy to use?
How long will the product last?
Most importantly…do I “feel good” about this purchase?

Feeling Good – Emotional Connection
Yes, it’s true. Consumers need to feel good as they make the walk to the register with your product in hand. Have you ever purchased a product and shortly after leaving the store felt regret about your purchase? This is called “buyer’s remorse” and it is a very real emotional response in the buying process. If, through your packaging you have answered the price (value) and comparison questions, then the potential for a negative emotional response is reduced greatly. Packaging has the ability to generate excitement about the purchase as well as an eager expectation when the product is removed from the packaging. When all of these steps are in line, you have a successful package. The way your product is packaged matters. Consumers respond when products are packaged with them in mind. They receive the needed confirmation that the product is exactly what they are looking for, this is successful packaging.

When the consumer confirms that you have the best product and they have a sense of security with their purchase, loyalty is built. Can you think of any products that have a loyal following? If so, care was put into the way that product was packaged. Packaging does matter, and those who take the time to understand how to package their product to communicate all 4 steps will have a better chance of building their customer base.

For more information on creating packaging that captures all 4 steps and helps to build customer loyalty, contact Brian Pankratz, bpankratz@mercuryplasticsinc.com.

Don’t miss a week! To get the next post in this series sent directly to your email, subscribe at, www.brianpankratz.com.

The 4 steps to every consumer purchase – Week 1

16 Saturday Feb 2013

Posted by Brian Pankratz in Marketing, Packaging Design, Product Development

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advertising, brian pankratz, brianjpankratz, co-packing, cost reduction, cost savings, Design, designs, Display Pack, Emotional Marketing, Holiday packaging ideas, Innovation, Marketing, New packaging designs, new product, packaging and containers, packaging companies, packaging design, Packaging solutions, packaging supplier, pankratz, printing, product development, Product Packaging, single source, Supplier, sustainability, thermoforming

So, how exactly do products get from the store shelf to the checkout? Understanding the steps of what happens when a consumer enters the store until they reach the check out may help you to sell more product.

Over the next four weeks, I am going to break down the four steps that the average consumer takes before they make their purchase. With every consumer there is a sequence of events that takes place before a purchase is made. Understanding what they are and how to capitalize on them will be key if you want to sell more product.

To Clarify
There are three types of purchases: impulse, wants and needs, and predetermined. I will be covering these later in future posts, but for now we are talking about purchases that may be impulse or wants and needs.

Week 1: Step 1 – Scanning:

The first thing consumers do when they look for product is scan. They stand in front of the available products and their eyes scan across all of the choices they have.

During the scanning step, the consumer has an idea of what they are looking for. The consumers eyes scan until the attention of the consumer is attracted to one product. Unless you can get the attention of the consumer, you will most likely miss the sale.

To help get your product discovered, you must…

Design packaging in a way that demands the attention from the consumer and that can be easily spotted or recognized.
Create features in your packaging that are unique.
Add interactive features that draw the consumer to pick up the packaging to further inspect the product.
Have a clean and clear message that relates to the consumer.

The reality is, if the consumer doesn’t notice your product, they won’t be able to buy it. Uniqueness and creativeness need to drive your packaging design. When a consumer sees something that is new or different from what they expect to find, their attention is captured.

When consumers scan, the packaging design needs to be the connection to help them discover your product. Creating a packaging design that helps the consumer to find your product is the first step in getting your product to the check out. Stay tuned for Week 2: Pricing.

Don’t miss a week! To get the next post in this series sent directly to your email, subscribe at, www.brianpankratz.com.

To learn more on packaging your product so that it can be found, contact Brian Pankratz, bpankratz@mercuryplasticsinc.com.

What’s Your Problem?

18 Sunday Nov 2012

Posted by Brian Pankratz in Marketing, Packaging Design, Product Development

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advertising, brian pankratz, brianjpankratz, co-packing, cost reduction, cost savings, Design, designs, Display Pack, Emotional Marketing, environment, Innovation, Marketing, New packaging designs, new product, packaging, packaging and containers, packaging assembly, packaging companies, packaging design, Packaging solutions, packaging supplier, pankratz, printing, product development, Product Packaging, purchasing, PVC, Quality, single source, sustainability, thermoforming

As product “XYZ” sits on the shelf collecting dust, the marketing and design team for the unpopular product go to work creating new packaging designs to replace their recent failed attempt. Excitement flares with each new design that gets passed around, but wait…did anyone ask, “What’s the problem?” Is there a reason product lingers on the shelf and attracts zero attention?

Identification
Before any new design is produced, research needs to be conducted on why the current packaging is not performing. Many factors contribute to the success or demise of a product; including: cost, shelf visibility, quality of raw materials, graphics, colors, etc. Before a new design is created, research should be conducted to determine what the problem is.

Example
A lot can be learned from visiting your product in the retail environment. If you walked up to your product on the shelf to find all of your packaging slightly damaged or dented, you may have just found some answers on why your product isn’t selling. Maybe the right materials were not specified creating packaging that is deteriorating prior to purchase. Knowing this information would certainly be helpful when creating new designs.

Know Your Variables
There are different variables that need to be acknowledged when creating new packaging. Variables such as visibility of product, “try me” features, benefits included, etc. Know what type of information the consumer is looking for and then provide those features or options.

Packaging design should never detract from the product, it should always add value. Prior to creating a new design, know why your current packaging is not performing. Always start with identifying the issues of your current packaging so that those same issues can be avoided in future designs and you know what your problem is!

Need help with your designs? Don’t hesitate to contact Brian Pankratz – bpankratz@mercuryplasticsinc.com.

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

03 Saturday Nov 2012

Posted by Brian Pankratz in Marketing, Packaging Design, Product Development

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advertising, assembly, brian pankratz, brianjpankratz, cost reduction, cost savings, Design, designs, Display Pack, Emotional Marketing, Innovation, Marketing, maximize profit, New packaging designs, new product, packaging, packaging and containers, packaging assembly, packaging companies, packaging design, Packaging solutions, packaging supplier, pankratz, printing, product development, Product Packaging, purchasing, Quality, single source, Supplier, sustainability, technology, thermoforming

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.

Don’t miss a week! Sign-up today at http://www.brianpankratz.com to get new posts sent directly to your email.

How To Design for Consumer Emotion

03 Thursday May 2012

Posted by Brian Pankratz in Marketing, Packaging Design

≈ 1 Comment

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Design, Emotional Marketing, Marketing, packaging, packaging companies, packaging design, printing, single source, thermoforming

Have you ever purchased something because of how it made you feel? Good marketing dives into our psyche providing emotional attachment when making a purchase. Studies have shown an increase in sales of 15% when brands reach into the emotions of the consumer.

What emotions come to mind when you here Nike’s 20 year old slogan, “Just Do It.” Nike sold more product by giving people an emotional adrenaline high of conquering “It”. The slogan left interpretation for the consumer to replace “It”, with their own personal obstacle.

When designing packaging, look for ways to emotionally connect the consumer to your product. Words, shapes, colors, and textures ignite emotion and can connect the consumer to your product.

Taking time to plan your packaging design can have a tremendous effect on the success of your product. Here are a few things to consider when designing for consumer emotion.

Define The Consumer – Since beauty products will demand different emotions than power tools, you need to identify your target consumer. Men, women, teens, or maybe all ages, this is the first step.

Define The Emotion – What emotion would help the consumer to buy your product? As an example, think of the person that would go to the Ford dealership and buy a new truck. With that person in mind, compare Ford’s slogan, “Built Ford TOUGH.” There is a reason the word “TOUGH” was selected. Good luck finding the word “Elegantly” in your local hardware store! Go to the boutique across the street if you want to find that word on any packages.

Determine Your Design – Color, shape, size, types of materials, textures, the use of words will all be part of the design and can reach the consumer emotionally at different levels. Determine these elements and put them together for your final design.

Being able to emotionally connect the consumer with your product in a positive way is important and will yield higher sales. Take time and define each area specifically for the response desired to connect the product to the consumer.

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

Brian Pankratz

~ Let's Talk Packaging

Tag Archives: Emotional Marketing

Reasons Why Packaging Designs Fail – Marketing

The 4 steps to every consumer purchase – Week 4

The 4 steps to every consumer purchase – Week 1

What’s Your Problem?

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

How To Design for Consumer Emotion