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Innovation remains key to packages that generate sales

A distinctive structure, foremost, signals innovation to consumers—more so when coupled with stellar graphics. And innovation in materials and production is gaining steam.

ECO-FRIENDLY CONTAINER. Ball Horticultural Co.'s SoilWrap plantable container was among survey respondents' favored packages of
ECO-FRIENDLY CONTAINER. Ball Horticultural Co.'s SoilWrap plantable container was among survey respondents' favored packages of

  • A distinctive structure continues to be the single most powerful signal to communicate innovation to consumers.

  • Innovative materials and production processes enhance the credibility of perceived innovation. They also can help weave the product story into the brand story.

  • Innovative graphics most strongly support perceived innovation when integrated with an innovative structure to cohesively express a brand story. However, graphics alone are not sufficient to tell the whole story.

Those were the foremost conclusions reached during this year’s four surveys in which Shelf Impact! and Dragon Rouge asked branding and packaging professionals to evaluate recent packaging innovations. In each quarter of 2010, the exclusive survey asked a sample of hundreds of Shelf Impact! readers, from brand managers to designers to material suppliers, to evaluate a selection of packages for their innovative qualities. In all, 60 packages were reviewed. To view an image and brief description of each of the 15 packages reviewed in the fourth quarter, go to www.shelfimpact.com/go/8.

In 2010, innovation continued to act as the key driver for growth. Even in a cautious economic environment, companies began to spend more on innovation. The most visible efforts seemed to gravitate toward consumer preference for more sustainable products and packaging and respond to their heightened interest in those that offer sustainability features versus those that do not.

Head of the class
With composite scores ranging 3.7 to 4.10 on a 5-point scale, the five packaging innovations that stood out on this year’s survey list are Ball Horticultural Co.’s SoilWrap plantable container, the Method Laundry Detergent precision-dosing pump, Fresh Step Cat Litter’s waste-reducing flexible-film bags, Exal Corp.’s “Coil to Can” (C2C) Bottle and Nest Collective’s versatile pouch packs for the company’s Revolution Foods Mashups organic fruit purees for infants. Each of these packages shares a strong product concept that signals breakthrough innovation through structural innovation.

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