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NEW! The Ultra Light Flip Top Closure

Ideal for squeezable condiments, the new Ultra Light closure features a liquid trap that keeps separated liquid inside the bottle. The cap’s modern 180° opening promotes an easy-to-open, cleaner, more sanitary orifice area that is positioned to provide improved directional dispensing.

Mold-Rite Plastics | Stull Technologies | Weatherchem

Payne Unveils Top Consumer Frustrations

The difficulties in opening different types of packs are of far greater concern to most consumers than environmental criticisms such as perceived over-packaging. This is one of the findings of a major quantitative research study carried out on behalf of packaging specialist Payne.

Payne Worldwide

Cartons Deliver Shelf Impact

Cartons deliver four sides of billboard space and a surface perfect for high definition graphics – a blank canvas for brands to tell their story, promote premium product benefits and offer promotions. Evergreen Packaging can help brands get the most from their packaging design with our Shelf Impact Program.

Evergreen Packaging

August 2, 2013
In This Issue

thumbPackage and display design—creating a winning synergy

Throughout their career, packaging professionals will work on numerous new products, and for those in the consumer packaged goods industry, it's imperative to understand how and where the consumer will first come into contact with the package.

thumb Redesigned skin-care package overcomes daunting hurdles

The Mederma® family of skin-care products for scars and stretch marks is produced by Merz Pharmaceuticals, LLC, part of the Merz Group of companies whose areas of therapeutic focus include neurology, dermatology, and podiatry.

thumbPackage Gallery

Ten guidelines for effective front-panel design

By Ron Romanik, Contributing Editor, Packaging World

Branding, marketing, and advertising all converge on the front panel of a retail package. Dedicated package designers would argue a package does all of that and more, and that nothing represents the brand more than the retail package. That's because the package is the last place the consumer interacts with the brand prior to making a purchase decision. There are certainly no hard-and-fast rules in front-panel package design, and some categories have much more freedom to experiment. But here are some guidelines that will help you define your brand on the front panels of packages on today's cluttered retail shelves.

1. Determine the brand "position". Know your company and your brand and your core values. Ask the hard questions again and again, and don't underestimate the savvy of today's consumers. Is there a unique value proposition? What is the primary product benefit, lifestyle advantage, or convenience gain? For a new brand or brand extension, remember that getting noticed is often the most important goal.

2. Explore the competitive environment. Use differentiation in a category for one goal—giving consumers a reason to pick up the package. Go to the retail environments where the package will live, and ask these questions from the perspective of the brand:

  • Who am I? Do I represent something tangible? Do I inspire trust?
  • What makes me special? Where do I fit in among competitors?
  • Why would they buy me? What's the most important benefit or advantage?
  • How can I connect with consumers emotionally? What cues can I use?
  • 3. Settle on a hierarchy. Information organization is a critical element of front-panel design. Broadly, the importance of the information hierarchy goes: 1) brand; 2) product; 3) variety; and 4) benefit(s). Analyze all the messages you want to convey and put them in order of importance. This doesn't necessarily mean that they'll be in that order, top to bottom, on the package, but it's a good reference point to start with. Having a very organized, consistent information hierarchy across multiple product varieties helps your customer find the variety they desire and allows for a satisfying experience. Saving the shopper time in picking out a product should always be a priority.

    4. Make one element the hero. Is the personality of the brand strong enough to stand on its own? Determine what is the most important single idea to communicate about your product. If you’re going to “own” something, what is that something? Align secondary brand messages under the primary umbrella message. If your brand is the hero, consider “locking in” a tagline with the logo. But make sure you’re committed to that tagline for the long haul. Otherwise, look for inspiration outside the category, which can often lead to breakout design. Use shapes, colors, illustrations, and photographs to reinforce the hero of your brand story. Above all else, make it easy for repeat buyers to find you the next time.

    Read the rest of the tips

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    INTELLIGENCE ON DESIGN

    Package and display design—creating a winning synergy

    By Becky Stapleton, CPP, Senior Manager of Packaging and Merchandising, Newell Rubbermaid Writing Segment

    Throughout their career, packaging professionals will work on numerous new products, and for those in the consumer packaged goods industry, it's imperative to understand how and where the consumer will first come into contact with the package. The packaging team for every new product dreams of winning at that First Moment of Truth—that moment when the consumer interacts for the first time with the package. While there is great focus on the industrial design of the product, as well as the graphics and structural design of the package, equal time should be spent thinking about where this product will launch and live at retail.

    At Newell Rubbermaid, in the Writing Segment, there is a strong synergy between creative design and packaging and merchandising engineering. Many new products are first showcased at retail in an off-shelf merchandising vehicle. Therefore, when developing the package, we need to consider the product presentation for both the plan-o-gram and the displays.

    Read the full article

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    THINKING IN 360°

    Redesigned skin-care package overcomes daunting hurdles

    By Jim Butschli, Features Editor, Packaging World

    The Mederma® family of skin-care products for scars and stretch marks is produced by Merz Pharmaceuticals, LLC, part of the Merz Group of companies whose areas of therapeutic focus include neurology, dermatology, and podiatry.

    Mederma Stretch Marks Therapy's upgraded packaging is lighting up retail shelves and addressing major retail challenges thanks to its branding partner, Little Big Brands.

    The hurdles necessary to overcome for the package redesign were daunting. The Mederma Stretch Marks Therapy has one retail facing, and that's usually on the bottom shelf, among a disparate array of skin-care products. The product's $40 price tag is higher than most drugstore products, which earns it security devices in some stores.

    The project kicked off with a robust structure exploratory with the goal of keeping the product's current footprint and material costs, while working harder to catch the consumer's eye. It also had to better educate the consumer, while justifying its purchase price.

    Read the full article

    Package Gallery

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

     
    GalleryPhoto

    Deities grace dairy bottles

    While today's supermarkets and natural food stores are becoming inundated with kefir varieties, The Greek Gods® brand saw an opportunity to introduce a Kefir line for people who seek the indulgent qualities found in The Greek Gods brand Greek-Style yogurt. Biondo Group, was asked to develop a The Greek Gods Kefir Low Fat Cultured Milk line of packaging to enhance the brand equity of The Greek Gods yogurt, giving the Kefir line a dynamic, modern look. Says Biondo, "We were asked to develop a packaging solution that would be consistent with the flavors and ingredients used in the existing products but also to develop a line with its own personality. After approaching this project from several design directions, we decided that the best way to reinforce the brand's positioning was to highlight the classic beauty of Greek Gods themselves. By utilizing large visages of the Gods—Athena, Poseidon, Eros, and Hermes—we established an immediate connection between the product and imagery." The overall white bottles communicate a refreshing feeling, while the pictorials of fresh fruits and honey deliver on the promise of taste and nutrition. The back panel features a short history of The Greek Gods® brand along with romance and mandatory copy.

     
    GalleryPhoto

    Router pack redesign connects with consumer needs

    Cisco has redesigned the packaging graphics for its line of six Linksys WiFi routers, with a kaleidoscope of vibrant visual aids and clearly communicated product capabilities, to provide shelf pop and clarity in a category that had become utilitarian and overly confusing. "Cisco wanted to step up from the category," explains Kara McCartney, strategy insight director for Landor Associates, which led the redesign. Cutting through gratuitous information, Landor developed a streamlined capacity chart for the back panel, modeled on the one used on hosiery packaging. Another of Cisco's goals with the redesign, McCartney adds, was to translate through its packaging, "what a wireless router could potentially be in the future, and how it could really become the heart of the home, moving forward." Communicating this on-pack is a mandala design on the front panel that uses bright splashes of neon color, along with images of compatible devices, such as iPads, laptops, and game controls. The eye-catching color schemes also serve the purpose of organizing the routers by capacity.

     
    GalleryPhoto

    Vittel redesign stresses vitality

    Vittel entrusted Logic Design, a French design agency, to create a new identity based on the theme of vitality. The new design is the perfect combination of the vision (consumer benefit), the charisma (graphic language), and the status (institutional dimension) of Vittel. It expresses the vitality of the brand through a symbolic system of gushing water, with a key visual shaped by the V of Vittel and the vertical logo, which forms the brand block. This new brand identity appears on the label and on the shrink film, providing Vittel with more of the dynamism and revitalizing energy that characterize the essence of the brand. The design allows Vittel to express both its promise and status and to assert the brand's power graphically.

     
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