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Put packaging on equal footing with product development

The easy trap many new products fall into is placing most of the focus on product development. Success is more likely when the product and package work together.

Why do some products succeed and others fail? The reason well may not be a poor product but rather a lack of synergy between the product and its packaging.

That often is the case with products from independent, upstart companies. Typically, the creative mind behind the product is a whiz at product development, but has little or no experience in marketing. Not surprisingly, the packaging for their new product is treated as an afterthought and therefore fails to deliver an appropriate value proposition to their target audience.

Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
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Conveying Innovations Report
Annual Outlook Report: Workforce
Hiring remains a major challenge in packaging, with 78% struggling to fill unskilled roles and 84% lacking experienced workers. As automation grows, companies must rethink hiring and training. Download the full report for key insights.
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Annual Outlook Report: Workforce