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Packaging World

July 15, 2013
In This Issue

thumbExceed consumer expectations through package design

I've often wondered: How many times are consumers disappointed every day by products that don't live up to their hype?

thumb Translating Augmented Reality into augmented sales

As technology continues to affect the way consumers make purchasing decisions, retailers and consumer packaged goods companies face the challenge of finding new and innovative ways to not only attract consumers, but also engage with them and create loyalty.

thumbPackage Gallery

When it comes to package design, 'Keep it simple, stupid'

By Nancy Brown, Managing Partner, CBX

Back in the 1960s, the acronym "KISS"-"Keep it simple, stupid"—began showing up on bumper stickers, billboards, and t-shirts across the country. A design principle first used by the U.S. Navy, "Keep it simple, stupid" is defined by the belief that most systems work best if they are kept simple rather than made complex.

Throughout history, this sentiment has been championed by many esteemed artists and thinkers, among them Leonardo da Vinci ("Simplicity is the ultimate sophistication") and Mies Van Der Rohe ("Less is more"). And in the decades since it became a cultural touchstone, everyone from software designers to animators has hopped on the KISS bandwagon

Today, simple is still better, and now consumers have caught the KISS fever as well. After all, everyone today wants their lives to be simple—especially busy moms and dads who want to give their families simple, healthy, wholesome meals without all the fuss. Simple is now mainstream, not alternative, and it has become synonymous with imperfect and raw, not perfect and quiet. So it's no surprise that consumer packaged goods companies have taken notice of this fact and are forging emotional connections with consumers through products that contain minimal ingredients and streamlined packaging.

Most significantly, "simple" brands are showcasing their simplicity on pack, putting their single most important idea front-and-center through photography and copy. Brands such as Simply juice, Simplait yogurt, Simple Skincare, Wellness Simple dog food, and Lay's Simply Natural Potato Chips wear their simple pride on their chests with packaging that is minimal, elegant, and free of all the fuss.

Here are five “ingredients” that brands can use to communicate the simple ethos on-pack:

1. Put your simplicity front-and-center. “Simple” and “simply” are being used both in product names and in their subheads. Pillsbury Simply touts its simple status right there in the title, while Dorset Cereals modifies its brand name by calling itself “simply delicious muesli.” Simple is becoming mainstream consumer language now, and can be found on more products than you may realize.

Read the full article



Exceed consumer expectations through package design

By Ted Mininni, President, Design Force, Inc.

I've often wondered: How many times are consumers disappointed every day by products that don't live up to their hype? Slick advertising and equally slick package design often fail the consumer. These products may sell initially, but consumers can be fooled once, not twice. If brands use marketing tools like packaging to oversell their products and make promises they can't keep, it will ultimately destroy their credibility and take them down quickly—especially now with social media.

Ask yourself: How many brands have violated consumers' trust in the past few years? How many times have you purchased a product yourself and felt disillusioned, cheated, or duped? Enough said.

It's more important than ever to tell the truth; to be transparent and honest and to deliver more than promised. Consumers are delighted when their expectations are rewarded—and exceeded—when purchasing a branded product. So how can packaging be optimized to bring the brand to consumers' attention, sell them, and deliver more than expected, earning their affirmation? That really is the question.

Truthful brand packaging doesn't attempt to make more of the product than it really is or overstate the brand promise, so it can be a powerful tool to build consumer relationships. But that doesn't mean packaging can't be so compellingly designed, that it focuses consumers' attention on the brand to the exclusion of all others on the shelf, either. There's way too much homogeneity in category packaging for the most part. So package design should be strong and transparent at the same time.

Read about some package designs that meet consumers' expectations without overreaching

Translating Augmented Reality into augmented sales

By Ian Schofield, Editor, Head of Innovation Sun Branding Solutions

As technology continues to affect the way consumers make purchasing decisions, retailers and consumer packaged goods companies face the challenge of finding new and innovative ways to not only attract consumers, but also engage with them and create loyalty. With the advent of the smartphone, shoppers now read product reviews, compare prices, and even search for coupons right at the retail shelf. And, as the popularity of smart devices continues to grow, these new shopping rituals have proven to be more than simply passing trends. Therefore, to capture the attention of the younger generation of Internet- and smartphone-savvy consumers, CPGs will need more than just a pretty package to get these shoppers from the aisle to the point of purchase; it will take an entire shopping experience.

Many consumers feel lost without their smartphone, and for good reason: Owners depend on these devices for more than just inbound and outbound calls; they rely on them to take and store photos, to read, to get the time, to play games, to catch up on work, and—now more than ever—to shop.

IT research and advisory company Gartner predicts that smartphone and tablet sales will increase to 1.2 billion this year and will top 2 billion by 2015. With the potential of this exponential growth, retailers and CPGs need to embrace smart-device capabilities in order to stay competitive and combat the smartphone-driven "showrooming" phenomenon that is negatively affecting the bottom line of retailers around the globe. Showrooming occurs when consumers visit a physical location while considering a purchase and then check to see if they can get a better deal online or at another store. Unfortunately for retailers, this shopping development has resulted in many a lost sale.

Retailers and CPGs can improve their chances of retaining these "showrooming" consumers by engaging technologically savvy shoppers using Augmented Reality, or AR.

Read the full article

Package Gallery

A closer look at the newest trends in today's packaging.


Stand-up pouch evokes old-fashioned canning jar

A clever, cook-in pouch for LeGrand brand Rosée sauces from La Maison Le Grand, of St-Joseph-du-Lac, QC, Canada, takes the shape of an old-fashioned canning jar, complete with a hand-lettered tag attached with a cord. The stand-up pouch, from Flair Flexible Packaging, holds 300 mL of a new line of dairy-free, vegan tomato sauces. For several years, La Maison has supplied its savory pesto and pasta sauces in conventionally shaped stand-up pouches with plastic dispensing closures. To introduce its new line, La Maison collaborated with Flair to produce a faux canning jar shape. "The vibrant imagery of the package ensures our customer that our new dairy-free, vegan creamy pasta sauce, known in Canadian markets as Rosée, will be equally dynamic," says says Chris Shadbold, vice president of sales and marketing for the company. "The rounded shape, when filled, and the almost three-dimensional optical illusion of the tied tag and cord make people look twice. That means our packaging is doing its job perfectly—grabbing people's attention."


A 'counter-worthy' bottle design for Trojan Lubricants

In debuting its three-product line of personal lubricants under the Trojan brand, Church & Dwight sought a custom package design that was premium, while meeting its cost-of-good requirements; gender-neutral; easy to use; and discreet and aesthetically pleasing enough to live on a nightstand. That's according to Product Ventures, the structural packaging design firm that engineered the sensuously sculptured, jewel-toned bottles.Through carefully considered form and color, as well as in-depth consumer research, Product Ventures designed a column-shaped, 3-oz custom PET bottle with custom polypropylene cap that is sensual without being tacky, "alluding to an intertwining of two shapes, twisting and turning in a passionate embrace," says Product Ventures CEO and founder Peter Clarke. The bottle is deep purple, orange, or blue, depending on product variety and uses translucent tints and pearlescent colorants for a silky, vibrant effect. "It's kind of an etched effect that almost gives you a sea glass-type of approach," explains Clarke. "The etching allows the light to kind of bounce around, so that the bottle glows."


Equal unveils fresh new look

Equal, a zero-calorie sweetener, recently unveiled a fresh new look that's reflected in its logo, packaging, and website. The new brand logo displays a flowing lower-case script set against the signature "Equal blue" background. The bold new packaging allows consumers to more easily identify the various Equal product boxes by color and type of sweetener. While all three offerings are grounded in a dark blue backdrop, each features a vibrant burst of distinguishing color—including Equal Original (blue), Equal Saccharin (pink), and Equal Sucralose (yellow). The classic white coffee cup has been replaced with a colored mug that matches the type of sweetener and underscores the brand's primary usage. The new packaging also extends to the Equal Spoonful 4-oz container, which features images of fresh, mouth-watering berries. DuPuis provided logo and packaging design, while package design across all Equal SKUs was orchestrated by Graphidea Design.

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