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Brian Pankratz

~ Let's Talk Packaging

Brian Pankratz

Tag Archives: simple packaging features

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

Week 4This 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.

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5 Reasons You Must Shop Your Own Product

23 Wednesday Jan 2013

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

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advertising, brian pankratz, brianjpankratz, cost reduction, cost savings, Design, designs, Display Pack, environment, holiday packaging, Innovation, Marketing, maximize profit, New packaging designs, new product, packaging, packaging assembly, packaging companies, packaging design, Packaging solutions, packaging supplier, printing, product development, Product Packaging, simple packaging features, single source, Supplier, sustainability, thermoforming

Store OverviewHave you ever been in a store and shopped the product you manufacture?  Not only shopped your product, but also shopped your competitor’s product?

If so, what did you learn?

Maybe a better question is…what can you learn by shopping your own product and why would you want to do this?

Here are five reasons why you should shop your own product…

1.  Know what the retailer is saying about your product:  Sales associates help consumers make decisions on what products they should buy.  They offer their opinion and in most cases, their opinion will sway consumers to purchase certain products.  Understand what the retailers are saying about your products.

2.  Understand what your competition is doing:  It is always a good idea to stand in the aisle where your product is offered to see how it compares to your competition.  For example: if your competition is packaging all of their product in clamshells and you have made the decision to use bags, your presentation may lose the sale.

3.  Shelf placement:  Does shelf placement matter on how you package your product?  The answer is…Yes.  This will help determine how you show your product in the packaging.  It’s not easy to always know where your product will be placed, but some items are commonly placed in certain areas.  Whether in a bulk bin, end cap, or stand alone in-aisle display matters.  Maximize your products visibility by using packaging that helps show your product better from all angles.

4.  Product presentation:  This one is easy…walk up to your product as if you were the consumer and determine if your packaging has something that grabs your attention. Features can be added in the packaging design that spark curiosity and draw the consumer in.  Also look for anything that takes away from your product, such as a glare on the plastic that makes it tough to see your product.  Make sure your packaging, “POPS”!

5.  Knowledge of your product:  This one may not be for everyone, however, if your product requires the sales associate to know certain features that will help them to sell your product better, make sure they are offered information with supplemental training to inform them.  This can be as easy as inserting an extra instruction sheet into your master carton with your product that is titled, “What you need to know,” or a customer care phone number to call and get more information.  At the least, put all major selling points in your graphics so the consumer can be made aware of your products benefits.

There is a lot to learn when going shopping, do not take this environment for granted.  When designing packaging, we personally use this practice to determine how to create packaging that makes an impact on the store shelf.  After going shopping, answer the most important question of all, “with the many choices of products similar to yours, would you buy your own product?”

If you would like to learn more on creating better packaging designs for your product, contact Brian Pankratz, bpankratz@mercuryplasticsinc.com.

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Designing Simple Packaging Features That Sell

27 Friday Jul 2012

Posted by Brian Pankratz in Packaging Design, Product Development

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Display Pack, New packaging designs, packaging, packaging design, Packaging solutions, pankratz, product development, Product Packaging, simple packaging features, thermoforming

Have you ever had the urge to grab a product off the shelf and take a closer look because the packaging was inviting you to?  As consumers sort through different products on the store shelves, engage their curiosity by creating simple features within the packaging design that invite interaction.

What I Am Not Talking About:
Sure…designers around the globe are searching for new and innovative packaging designs with hopes of winning an award to put their company on the map, but that’s not what I’m talking about.  I’m talking about simple features that you can add that speak to the consumer.

Remembering the Simple Things:
This isn’t rocket science, but a simple reminder to add creative features to your packaging to engage the consumer.  Does it always make sense to add one of the features below? – Maybe not.  The packaging designer should understand the product and then design features that highlight the areas that will help to better sell the product.

Simple Features to Add:

–  Touch and Feel holes
–  “Try Me” features
–  Exposed Product
–  Catch Phrases
–  Custom Thermoforming
–  Functioning Packaging

The use of these simple features can create desire and interest for the consumer leading to increased sales.  Although these features are simple, knowing how and when to use them is important.

To learn more about adding simple features into your packaging design, contact Brian Pankratz at Mercury Plastics, Inc. (bpankratz@mercuryplasticsinc.com)

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