Tag Archives: Holiday packaging ideas

Questions to ask when designing packaging: Understand the product

21 Thursday Nov 2013

Posted by in Info for Buyers, Marketing, Packaging Design, Product Development

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Packaging DesignHow do you know what questions to ask when designing new packaging?  We all have an opportunity to see the finished product when it reaches the retailer, but what steps took place to launch the packaging the way it appears on the shelf?  Sometimes, important details are missed because the right questions were not asked.

Over the next several posts, I will offer important questions that assist in ensuring the right packaging is designed.  If packaging already exists, these same questions can be used for packaging that will be redesigned as well.

Understand the product:
The first step in designing packaging is to understand the product(s) you are packaging.  There are times when the product will limit some types of packaging designs.  Asking the right questions will help identify this early on and give a clear understanding on the available options.

Here are some questions to ask when beginning the packaging process:

  • What makes the product unique and are there specific features that need to be addressed?   Glass, food, electronics, and fishing poles all have a different starting point.
  • What is the weight/size of the product?  This will help identify materials for protecting the product.
  • What testing requirements will the packaging go through?  Drop, ship tests, biological, etc.
  • Are there any desired price points for the packaging?  This is an important question.  If you are packaging products that will be sold in a dollar store, your packaging options may limit you since cost will be a key component.
  • What type of security will be needed for the packaging?  Does the product need to be secure or can it be opened for trial in the store?  In many cases, if the retailer allows opening packages, having the product accessible to the consumer will result in less damaged packages.
  • What are the goals of the packaging?  Sustainability, shelf appeal, lower costs, etc.  This is one of the most important questions!
  • Who is the target audience?  This can help determine additional options; such as, easy open features, how product is displayed, font type, etc.

There are many more questions that need to be asked in the initial stages.  Most of the questions asked will have a direct effect on how the product is packaged.  At the end of this series, I will be sending out a complete list of questions to all who are subscribed to my blog.  Visit www.brianpankratz.com and subscribe to this blog if you are interested in receiving the full version.

We also use this with our customers when launching new packaging.  These questions are an important step in the process to ensure the product is packaged correctly to help increase the sales of the product.

For more information on designing packaging for your product, please contact Brian Pankratz at Mercury Plastics, Inc. – bpankratz@mercuryplasticsinc.com.

Reasons Why Packaging Designs Fail – Design

05 Wednesday Jun 2013

Posted by in Marketing, Packaging Design, Product Development

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Blue printThe next three posts are going to be dedicated to defining the elements on why certain packaging designs fail. If you want to get the next post sent directly to your inbox, subscribe at http://www.brianpankratz.com.

Ego Check
Before we get started talking about why some packaging designs fail, we all have to come to the realization that somewhere just under our ego is opportunity for improvement.  It’s pretty tough to admit failure, but it becomes even tougher when we don’t admit it and learn from it.  Another thing to understand is that there is a level of opinion that goes into what makes a design a failure or success.

Areas to consider
When we talk about packaging design, there are three different areas to consider; design, structure, and marketing.  We are going to talk about the design aspect in this post, and then cover structure and marketing in following posts.

Define Design
It’s important to understand what we mean when we talk about design.  The word design could have several different meanings, one could argue that the whole make-up of a products packaging could be its design.  I would like to define design as simply, how you have decided to package your product (stock clamshell, carton, blister pack, etc.)

So, let’s start with design, what factors of the overall packaging design can contribute to failure?

1. Packaging costs – Start with an understanding of what the cost of your packaging should be.  Understand what equipment is necessary to assemble each style.  There are many factors that affect the overall cost of packaging your product.  Make sure to review all of them.  Not doing this could result in higher costs and make you uncompetitive in the market.

2. Poor Protection – Packaging has multiple functions.  It needs to help sell the product, but it also has to successfully transport the product to the consumer without being damaged.  Nothing screams, “Don’t buy me,” more than damaged or worn packaging.

3. Where’s the product – Very few products should be kept out of view from the consumer.  When possible, you need to show the product.  The more creative way you can show the product, the more attention it will gain.  Hiding your product in the packaging will make it harder to locate on the shelf.

4. Easy Access/Easy Open – Know your target audience and how they use your product.  Some consumers will avoid certain products due to hard-to-open packaging.  Understand the security aspects that are required and build in easy open features when you can.

5. Lack of Creativity – There are many options for creating attention in the simplest of packaging designs.  Plain packaging designs may be overlooked and run the risk of never being found.  Understand the different design options that are available at no extra cost that can and will draw attention to achieve added sales.  There are several companies out there (including Mercury Plastics) that offer free packaging design evaluation.  Do your homework and ask questions!  Be creative!

The Goal
The goal of every packaging design is to match the needs of the consumer with the abilities of your product.  Good packaging should attract attention and then explain what makes your product unique and better than your competitors.  Not doing so can result in a level of packaging design failure that could have been avoided.

For more information on how you can creating winning packaging designs that create attention and resist failure, contact Brian Pankratz, bpankratz@mercuryplasticsinc.com.

The 4 steps to every consumer purchase – Week 3

10 Wednesday Apr 2013

Posted by in Marketing, Packaging Design, Product Development

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Week 3Welcome to week 3!  Let’s recap…in week 1, we talked about the Scanning step, creating a package design that attracts the attention of the consumer.  In week 2, we talked about Price, making sure the consumer agrees with your price point.

Step 3:
This week we are going to talk about what happens after the consumer finds your product and then processes the price.  This step is called the Comparison step.

The Comparison Step
In the comparison step the consumer wants to make sure they have selected the best product for their money.  So, even after they find what they like and agree with your price point, the consumer will still compare their choice to make sure their selection is the right one.

It is important to know what role packaging plays in this step.  The way product is packaged can either bring additional value, or give the consumer hesitation in making a purchase.

Things To Think About…
Here are some things to think about when packaging your product:

  • Is your product the highest or lowest priced compared to your competition?
  • How does your competitor pack their product?  If in a bag, a blister pack or clamshell may offer your product a higher perceived value.
  • Does your packaging help the product stand out among the other products?
  • Is your packaging unique?
  • Are the specifications or benefits of your product clearly mentioned?

The Goal
There are many things to think about when creating packaging for products that will be compared to one another.  The goal is to design packaging for your product that has a loud but comforting voice to the consumer.

Each product is different and special consideration should be given to each product before assuming how it should be packaged.  The goal of the comparison step is to offer security to the consumer that your product is better.  Consumers aren’t afraid to spend more money if they know they are getting a better product.  How does your product compare?

For more information on creating packaging that can win the Comparison step, 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 in Marketing, Packaging Design, Product Development

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Week 1So, 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.

– Week 1 – How to cut costs and maximize profit in the new year!

17 Monday Dec 2012

Posted by in Cost Savings, Packaging Design, Product Development

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Cutting CostsIt’s that time of year again…executives around the globe are finalizing departmental budgets and are in the process of communicating next year’s cost savings targets.  Over the next three weeks, I want to offer areas to help find these savings since many years of eliminating waste can make it difficult to find additional savings.

Please Remember!
The first thing to remember is, just because you reduce the cost of the packaging does not mean you sacrifice quality or create a less desirable package. Both cost reductions and better overall packaging can be achieved together.

Also, if you already haven’t, I want to invite you to subscribe to this blog to receive future updates in this series.  If you know others that need this information, pass it along. If you have questions or need more help, reach out to me for help.  Here we go…Week 1: New Designs That Save.

Week 1: New Designs That Save:
One of the best ways to reduce the cost of your packaging is through creating new designs. Many different objectives can be met by creating new packaging designs. The use of more cost effective materials, using less materials, creating designs that are easier to assemble, etc., are all areas to focus.

Why is design the best?
The reason I believe this to be the best method of reducing cost is because of the added benefits that will follow.  Do you think that reducing the cost of your packaging along with increased sales would benefit your company?  Of course, and that should be the main focus when you create new designs.

What else?
Other areas to review are your graphics.  Using spot colors adds cost, are they really needed?  Understand what is involved to assemble your packaging.  Look for ways to reduce labor costs in the assembly operation (number of total pcs.).  Look for ways to create added value with innovative or captivating features.  Understand the value that each change can offer whether it is reducing costs or adding more value!

Adding these all together can bring huge costs savings while also increasing additional sales.  Don’t just alter existing designs when a fresh new look is what your brand needs.

Need help?
The task of designing new packaging can be overwhelming, don’t do it without the proper consultation.  For more information on getting the most out of your packaging, don’t hesitate to get others involved.  I have been a part of this process in the past and records speak for themselves.  Winning the Ameristar Award 5 out of the last 6 years was not easy, but we are proud of the work we were able to do for our customers.

For questions or for more information on new packaging designs, contact Brian Pankratz at Mercury Plastics, Inc., bpankratz@mercuryplasticsinc.com.

What Others Are Saying About Packaging

04 Tuesday Dec 2012

Posted by in Packaging Design, Product Development, Sustainability

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A recent article was sent out by State Farm Insurance.  It was titled, “11 Tips for an Eco-Friendly Holiday.”  It stated an amazing, yet alarming statistic from the Environmental Protection Agency that between Thanksgiving and New Year’s Day, the amount of U.S. household waste increases 25 percent (1 million tons).

What they said…
The article by State Farm covered a variety of areas to be more eco-friendly, from replanting your Christmas tree, to giving away your left-overs (my favorite).  The suggestion that got my attention was #6, “Pay Attention To Packaging- Try to purchase gifts with the least amount of packaging.”

Plain and simple
Is it just this simple?  The way to be more eco-friendly is to just buy smaller packaging?  Is this even good advice?  Although we know that there is much more than size that makes packaging eco-friendly, none of that was discussed.  Either way, it is good to note what the message was that was communicated.  We need to be aware of the messages that are being sent by those not in the industry that may influence the consumers purchasing decisions.

Capitalize
How do you get the attention of those who want to be more eco-friendly by what they purchase?  The answer is through communicating this with your packaging.  Although size of packaging is one area, consumers are looking for those companies who communicate through their look, verbiage, or graphics, etc. that they are concerned about the environment.

Going forward
This statistic is good for us to know and should push us to create more eco-friendly packaging designs. We need to be aware corporately and personally on what we are doing that contributes to the increased levels of waste, and make changes where it makes sense.

Need Help?
The environment is a serious issue.  My advice would be to make yourself aware of ways that you can improve your product’s packaging to be more sustainable.  If you need help, there are many manufacturers that stay current on new materials and process that can help.  Whether you contact me or someone else…doesn’t matter, just make the effort and do your part to help the environment.

Read State Farms full article here.

For more information on creating Eco-Friendly packaging designs, contact Brian Pankratz at Mercury Plastics, Inc., bpankratz@mercuryplasticsinc.com.

** Don’t Waste a Holiday! Holiday Packaging Ideas **

28 Sunday Oct 2012

Posted by in Marketing, Packaging Design, Product Development

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As the 2012 holiday season approaches, shoppers prepare to rush the stores in search of gifts for family and friends.  A survey conducted by BIGinsight reported that the average holiday consumer will spend approximately $750/person on gifts, décor, greeting cards and more this holiday season.  According to the National Retail Federation, holiday sales are projected to increase this year 4.1 percent to $586.1 billion.

Do Not Waste!
With such a huge market for products to thrive in, manufacturers cannot afford to waste a holiday!  Each manufacturer needs to understand how they can package their products to reach the holiday consumer.  I understand that some products do not lend themselves to a holiday market, but for those who do, capitalize on the opportunity.

My Surprise
I was recently discussing packaging ideas with an established candy manufacturer for one of their everyday items.  When I asked what they do for the holiday season, they answered, “nothing.”  To my surprise, I couldn’t figure out why they would let the holidays go by without some sort of offering.  They have so many different great products, a holiday variety package including some of their best sellers could be a huge hit.  Unfortunately, no thought was given to creating a product offering for their faithful following.

Time for Ideas
Start planning now for ways your product can capitalize on the 2013 holiday consumer market. Be creative…there are many different segments of the holiday market that need good gift solutions for those “hard to buy for” people!

Whether your product can be packaged for corporate gifts or stocking stuffers, find the packaging that offers a great gift idea.  Generate cost effective ways that you can help others make shopping this holiday season easier.

If you would like more information about ways to create holiday packaging ideas, contact Brian – bpankratz@mercuryplasticsinc.com.

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