This article is about “Package design magazine”, we hope to bring more articles about “Package design magazine” in the near future:
You have a great product, but it’s not flying off the shelf. Is
one of these packaging problems turning sales away?
1) You don’t understand your market.
There are so many new markets and retail outlets out there. Don’t
forget Internet marketing too. The question is can one package
service them all? The answer is no. There are features that work
to your benefit in all types of packaging, but in general
attributes that appeal to one audience won’t appeal to another.
What to do:
Refine your niche attributes. Is your product broad based? Does
it appeal to a special target audience? Do you understand what
this group is looking for in product packaging?
I have several research studies that focus on packaging that
appeals to niches: Women and Boomers (to order these special
reports return the word “research” via email).
2) The packaging is too big or too small.
In my recent research for the Packaging and Design Summit, I
uncovered an interesting fact. Products that work well for
children, especially kid proof packaging, simply doesn’t fit the
requirements of the over 50 market.
What to do:
Keep size in mind when designing your product packaging. Who is
actually going to use this product and how? Is there a shelf life
or consume by date that can impact the usage factor?
Women said: keep it easy to carry and easy to store.
Boomers said: keep it simple and easy to open.
3) The package is too hard to open:
Every Christmas and holiday time we read ranting and raving over
packages that simply cannot be opened easily or require the aid
of scissors. Much of this packaging has come about for specific
reasons: security, tamper evident, counterfeiting and so on. But
think about it the next time you try to open a product. Was all
that packaging necessary?
What to do:
Try testing with a focus group outside the world of packaging.
Many times a person unfamiliar with packaging can identify a
problem area that a packaging pro can’t. I did a segment for NBC
TV as their packaging guru. They ended the story with people
ripping and tearing open the packaging that I had so carefully
explained. Boy, was that an eye opener.
Look for my upcoming article in the June issue of Global Cosmetics Industry.
“Don’t think like a package designer. Think like a consumer”
4) The package is too generic:
Is it trying to be all things to all people and as a result, it
doesn’t appeal to anyone.
Have you ever been totally confused when looking at a product
package? What am I supposed to do with it? Or what’s the purpose?
This is a total turn off.
What to do:
Tell people up front what’s inside, how to use it and what the
benefits are. Simpler is better — especially when we are in a hurry.
5) The package doesn’t fit with today’s life styles.
Got any 20lb bags of potatoes lying around? If you are like me,
20 lbs can last a year. Large quantities and amounts do have a
special market but generally people are buying in smaller size
units. In fact, one of the fasted growing market segments is
ready to use and consume. When I was in China ready to use was
the only type packaging available. Single servings were huge
there and now they are becoming hot here.
6) People are confused by the packaging.
More product iterations mean more confusion at retail. Yes, I
know brand managers are constantly creating new and improved
versions, but get real! How many new and improved products are
really different from their predecessor?
If you want a good laugh be sure and read my upcoming article in
the June issue of Packaging Design Magazine: “Packaging Design
for Overworked, Time-Crunched and Over-The-Edge Consumers.”
7) The package doesn’t fit the retail outlet. There are myriad of
cross marketing opportunities available. What works in a club
store certainly won’t work at a convenience outlet. Consider
where your package will be merchandised.
What to do:
Ensure you have the appropriate package size for the retail
outlet. Go to a store and see how people shop. It could affect
the product’s success.
8) The package isn’t contemporary.
There are a lot of old brands that are repackaging their image.
Old brands have been revitalized with new and updated packaging.
Old brands can lose favor with the consumer simply because they
What to do:
Keep on top of important trends. Remember when the Pillsbury
Dough Boy went on a diet? Just kidding, but he did get slimmer
and trimmer in his image. The same is happening to Ronald
MacDonald. He is getting a makeover too. Even long-standing icons
have to keep up with the times.
9) The package is too gimmicky or doesn’t work.
Keep in mind, simple is better. Products that get too complicated
only appeal to a certain market segment, and it’s not boomers,
the largest share of the purchasing market. The electronics
industry seems to have lost track of this fact. Make sure it
doesn’t apply to your product.
Whatever the problem is, it can be corrected by understanding
your target audience. Learn what they want and need. Make some
adjustments and watch packages fly off the shelf.
Got packaging problems? I can help. I teach people how to package products consumers will buy. I make it easy to answer your problems with email and voice consultation. Get advice from the top expert in consumer packaging. Email the Packaging Diva @ PackagingDiva@aol.com
Look for the Packaging Diva @ Prestige Products for the Personal Care Industry – June 22-23, 2005 Chicago, IL – http://www.chemconference.com/events/PrestigeProd05/
Packaging and Design Summit
More info about Package design magazine:
EskoArtwork has announced the judging panel for its Software Packaging Challenge, a competition that tasks entrants with designing the packaging for the company’s Suite 10 . Chris Lyons, group publisher for Packaging Design Magazine, …
A Certified Packaging Professional, she serves as Upper Midwest Chapter Chair (o2umw.org), as well as US coâ??coordinator for the o2 Global Green Design Network (o2.org), and contributes frequently to Packaging Design magazineâ?²s …
San Diego, CA (March 3, 2010) â?? Nik Software and a group of its photography industry partners announce today a special attendee sweepstakes promotion for the 2010 Wedding & Portrait Photographers International (WPPI) convention and trade show in …
With its package of eight powerful plugins BuddyPress extends upon the integral functional elements of WordPress MU, with each offering a different and powerful function. You could use all of them and build a fully functional social …
Fuel-thrifty, smaller cars aren’t always plain, utilitarian and boring. Audi’s entry-level car, the A3, proves it. For the first time since its U.S. introduction in 2005, the five-door A3 adds a diesel-powered engine and now boasts a federal …
… had,â? recalls Nicole Robinson, vice president of Log Homes of America (Banner Elk, NC) and a longtime member of The Log Homes Council. Nicoleâ??s company crafted the log home package and constructed the Woolardsâ?? new home. The Woolards new …
Printed Issues of Package Design Magazine – Bi-Weekly Edition of … ST Media Group International will appear on your statement, not Package Design. …
Package & Design. Founded in 1973, Package & Design is a bimonthly professional design … Package & Design magazine involved many respects in design, including …
Package and Design Magazine in China Publication. January 26, 2010 by fridalarios. As written in Package and Design: AIGA Center for Cross-Cultural Design Competition â?? Based in the U.S. the AIGA Center for Cross-Cultural design is an …
Percept Brand Design specialise in packaging design and branding in Sydney, Australia. View our online portfolio.
Package Design Magazine. Problem/Objective. Profile Desert Essence Labels: … Package Design decided to use an FSC certified paper stock and a non …
Packaging design has the primary goal to attract customers’ attention. … This packaging was hand made and assembled by me for a package design class as part of my …
PR Log (Press Release) â?? Mar 03, 2010 â?? If you have ever received a personalized direct mail piece, you can probably understand why itâ??s response rate is dramatically higher than a â??staticâ? piece of mail. First of all, you are immediately …
This post was mainly about Package design magazine, you are welcomed to comment here about Package design magazine.
- Related Blogs on Package design magazine
- Save up to 80% of marketing cost through Internet marketing
If you feel this post didn't provide you with new/important information about: Package design magazine, please leave us a comment and write what information would you add about Package design magazine.