Tag Archives: technology

– Week 2: How to cut costs and maximize profit in the new year!

29 Saturday Dec 2012

Posted by in Cost Savings, Marketing, Packaging Design, Sustainability

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made-from-100-recycled-materialsWeek 2: Sustainability increases profits!

Yes, the title is right…packaging your product in a way that communicates your companies care for the environment can help profitability.  Why?  The reason is…consumers like manufacturers that care about the environment.

A common problem
If a company cares about the environment, but doesn’t relay that message out to the consumer, how are they to know?  Another question…if you package your product with 100% recycled materials, do you think it helps to say this on your packaging, or should you just have your customer guess if you have made the
decision to be sustainable?  You guessed it, if you are taking a position to use recycled materials, tell the consumer.  For some consumers it may be the deciding factor with two like products at equal price points.

Some areas to focus on
There are easy ways to package your products to promote sustainability.  The raw materials you use, the use of certified materials or paper boards, keeping a low product to package ratio, possible down-gauging thermoformed plastics, and the best way is to actually tell the consumer verbally on your packaging.  Use easy to recognize symbols and verbiage that tell the consumer that you are focused on the environment.Dont miss a week

Consumers desire products from companies that they know are doing their part to help the environment.  My advice is…be sustainable and communicate clearly how you are helping the environment with the way you are packaging your products.

For more information on how to cut costs and maximize profit with your products, contact Brian Pankratz at Mercury Plastics, Inc, bpankratz@mercuryplasticsinc.com.

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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Retailers Were Asked To Pull Product From Their Shelves – Is Yours Next?

13 Friday Jul 2012

Posted by in Packaging Design, Quality, Sustainability

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The Shocking News First:
In June of 2012, Toxics in Packaging Clearinghouse (TPCH) released their “2012 Assessment of Heavy Metals in Packaging: A Focus on Flexible PVC from Discount Retail Chain Stores”.  The samples were focused in the nineteen U.S. States that have laws prohibiting the sale or distribution of packaging containing intentionally added cadmium, lead, mercury, and hexavalent chromium.  Although the findings for heavy metals were down from the 2009 report, flexible PVC is still failing at a rate of 15-39% of tested imported packaging.  The category of “toys, games, and crafts” had the highest fail rate of 39% of total packages tested for restricted heavy metals.

After Testing:
The retail chains where heavy metals were found in their packaging were contacted and asked to remove the product from their shelves and to conduct corrective action measures to eliminate this packaging.  With fail rates of fifteen to thirty-nine percent, we have to wonder how much is currently on the shelf that wasn’t tested and still remains on a peg hook today.

What to Watch For:
It amazes me how the U.S. continues to struggle with imported goods containing toxic heavy metals.  According to Patricia Dillon, Program Manager at TPCH, the products to watch out for are those that are not packaged in the U.S.  Flexible PVC and inks/colorants dominated the non-compliant packaging issues.

Now What?
The best way manufacturers can protect themselves is to know their supplier and where they get their materials.  Mercury Plastics, Inc. only uses materials that comply with all specifications for heavy metals and additionally strives to design the most sustainable packaging solutions for our customers.  Partnering with innovative U.S. suppliers that certify their materials, as Mercury Plastics does, will help to eliminate costly recalls as well as protect the name and integrity of your product.

To read the full report from the TPCH, Click Here.

For further information on how you can be protected from imported packaging containing toxic heavy metals, contact Brian Pankratz at Mercury Plastics, Inc. (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

Posted by in Marketing, Packaging Design, Product Development

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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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One Of The Biggest Mistakes During A Product Launch

24 Thursday May 2012

Posted by in Marketing, Packaging Design, Product Development

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Let’s start with a question: “When should we start to develop packaging for our new products?” Packaging is often an afterthought and is given little time to develop.  Product development teams slave over every little detail of the product itself, and as the launch date sneaks up, packaging for the product gets rushed.  Sound familiar?

In this scenario, the product team didn’t help the future success of the product.  There are many of us who understand the value of good packaging and what it takes to create, but for those who don’t, their product is at the mercy of their ignorance.  According to Marty Neumeier in his book The Brand Gap, “A retail package is the last and best chance to make a sale.”  If this statement is true, then significant time and effort should be put into the packaging of the product.

Here is a list of some benefits for developing packaging with the product:

  • Product features are revealed, not hidden.
  • Packaging can be designed for dual purpose (i.e. carry case, protector for future use, etc.)
  • Market studies on existing product packaging can be done ahead of time.
  • Ways to differentiate the new product from its competitors.
  • Speed to Market:  packaging is developed during product development resulting in less time after product development is completed.

Let’s put ourselves in the shoes of the consumer…If we’re holding two very similar products from two different manufacturers, one in each hand, what will help us to make our decision on which one to buy? That’s right…the one that communicated the best value.

Get the right people involved early so that packaging designs that catch the attention of the consumer can be created.  You don’t need to have all the answers yourself; you just need to call those who do.

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

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