Tag Archives: packaging designs

CUSTOM THERMOFORMING IN REVIEW

29 Wednesday Jul 2020

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

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The consumer packaged goods (CPG) market averages 30,000 new product releases each year. To put that into perspective, a typical big box store like Walmart, is comprised of approximately 120,000 items. With so many choices, custom packaging has the ability to help you stand out from the crowd. You may choose the path of least resistance and select an existing stock clamshell in order to keep your initial investment low. This decision can lead to serious consequences in lost sales and inability to get advantageous product placement as well as shipping costs for packaging that does not properly fit your product

Cost
The main reason people choose stock packaging, is the cost associated with tool investment. Oftentimes, the upfront costs of a custom tool seem prohibitive. While there is a cost for a custom tool, it is minimal over the life of a product and a cost that can and should be planned into the overall cost of the project. There are many factors with stock packaging that can lead to overspending and quality issues. Knowing what these factors are can help to reduce any unforeseen issues as your product volume increases.

Volume
Volume is one of the main factors that helps to determine whether it would be advantageous to choose custom packaging over stock packaging. Larger parts will quickly justify the initial investment of custom packaging. The way to determine where your cost benefits are, is to discuss your options with a custom thermoformer, such as Mercury Plastics, who understands the market and can guide you through the costs associated with custom packaging.

Design and Appearance
Packaging design matters to the consumer. We have all bought products merely based upon unique packaging.  Custom packaging helps your package stand out allowing you to sell more product, which lowers costs and increases revenue. We understand that your product is special, the packaging should reflect the care and attention to detail and countless hours that you have put into development. There are many details that can be added to a custom thermoformed package in order to get the consumers attention. Adding unique features into a custom thermoformed package can be done with little to no additional cost to the piece price.  Take the time to talk to someone that can help you with your design options.

Custom packaging allows for a better fit, can use less plastic creating a lower price point, and can also yield a higher sales volume. Know your options and how custom thermoforming can benefit your product.

Like to know more about custom theromoforming and understand the costs for your product.  Contact Brian Pankratz at Mercury Plastics, Inc. to learn more, bpankratz@mercuryplasticsinc.com.

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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 – Marketing

30 Tuesday Jul 2013

Posted by in Marketing, Packaging Design

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Nike Zoom Soldier II

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

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.

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.