Consumer packaged goods companies are leveraging packaging innovation, using it as a way to be a greater force in the marketplace. In this special section, Packaging World focuses on techniques that help packaging work harder as a selling tool. The emphasis is on packaging’s ability to support brands and its unique ability to gain attention at the point of sale.
Interviews with marketers, designers and researchers have uncovered some critical trends that are shaping packaging today:
Different retailers want different packaging for the same product. Just one example—club stores want big packages, dollar stores want smaller packages. One size no longer fits all.
Package shape is gaining importance as the primary way to identify a brand. As many as one-third of today’s packaging developments may rely on structure as a defining element. Consider Procter & Gamble’s Pantene as a brand that sets the standard.
Icons are being seen more frequently as a way to answer needs for multilingual packaging and to appeal to shoppers who take less and less time to scan shelves.
Effective use of packaging tactics such as these has driven increases in brand sales. An examination of best practices in packaging innovation over the past few years shows how tactics such as those above have produced sales increases of up to 30% when applied effectively. The information on the following pages demonstrates how to apply packaging tactics that get results.
Pat Reynolds, EditorDriving brand sales with packaging
Jim Peters, consultant and Contributing Editor
