Download 1) Packaging and Labeling Your Products

1) Packaging and Labeling Your
Products- by Tim Berry
http://articles.mplans.com/packaging-a
nd-labeling-your-products/
2) Does Product Packaging
Significantly Influence Consumer
Buying Behavior?- By Kate Flaxx
http://www.helium.com/items/2016500product-packaging-and-consumer-buyi
ng-behaviour
This article promotes the importance
of having your product protected by
packaging. Products can have
multiple packages. This includes the
container itself, such as a bottle, can,
or case. This is often enclosed in a
box for protection purposes. The
product may also have a case or
larger container to ship multiple
products within one box. Each of
these packages, particularly those that
the consumers see before their
purchase, offers the opportunity to
communicate information to
consumers at a critical point in their
decision making process.
It then explains the importance of the
promotion of the product. It explains
the need to market the product in a
way that would appeal to the
population that it's designed for. It's
suppose to compliment the product as
well as provide valuable information
such as, "why to buy" testimonials,
Internet addresses and telephone
numbers, especially for tools and
software.
Kate's argument in this article is that
the wording or information is the most
key part of the packaging of a product.
She disagrees that people are going
to buy a product because the
packaging is visually appealing. She
also argues that the people are
normally going to buy an item
because of the reputation it has for
being a good product rather than what
kind of box it comes in.
She says that phrases like 'Kills 99%
germs', '25% free’, and '100% natural
ingredients' are going to be more
appealing to people that a product that
doesn't self promote as such. Her
3) Does Product Packaging
Significantly Influence Consumer
Buying Behavior?- By Richard Serra
http://www.helium.com/items/1681232does-product-packaging-significantly-in
fluence-consumer-buying-behavior
4) The core creative concept in
branding: A streamlined approach- By
Kim Zarney, President and Creative
Director, Zarney Creative
http://www.dmi.org/dmi/html/publication
s/journal/fullabstract_d.jsp?itemID=021
34ZAR38
closing argument is that the consumer
is going to buy based on the person's
price range, Income, personality traits,
background, and interests.
Richard argues that it doesn't matter
how great the product, if it doesn't
have good and appealing packaging it
won't sell as well. He then compares it
to a guy and a girl; we're attracted to
"the outer appearance" first before we
get to know them. He also talks about
the regret of buying things based on
the packaging and having them turn
out to be bad purchases.
He then compares the difference
between a plan packaged item (store
brand) and a name brand item and
how most people will go for the name
brand simply because of the
appearance of the box or wrapper. He
then promotes less packaging or a
more conscious decision for the
supplier to choose less toxic and less
wasteful materials to use for
packaging purposes.
Kim speaks about how in today's
business world, packaging is a bit like
stir fry- All the ingredients need to be
assembled, and the recipe has to be
handy, because once the pan is hot,
everything happens at once. Zarney's
own recipe for packaging success is
embodied in his suggestion that
package designers have a "core
creative concept" at the ready when
they begin their work. That concept
drives all the branding elements
needed for a launch.
As Zarney explains, "to establish a
clear, simple message in the minds of
consumers, we first need a clear
understanding of what the core
creative concept needs to
communicate. The more specific the
5) The Role of Consumer Research in
the Brand Design Process- By John
Recker, Vice President and Director of
Brand Strategy, Libby Perszyk
Kathman; Jerry Kathman, President
and CEO, Libby Perszyk Kathman
http://www.dmi.org/dmi/html/publication
s/journal/fullabstract_d.jsp?itemID=011
23REC70
6) The Evolution of Health Food:
Erewhon Bursts the Plain Brown
Wrapper- By Charles T Verde,
President, U.S. Mills; Cynthia C Davis,
Executive Vice President, U.S. Mills;
Nicholas Zarkades, Creative
Director/Founding Partner, Marketing
By Design
http://www.dmi.org/dmi/html/publication
s/journal/fullabstract_d.jsp?itemID=011
21ZAR53
message, the more effective it can be
in generating the results we want."
The packaging is just as important as
the product itself in the marketing
world. A lot of times people will buy a
product whether or not it is actually a
good one because of cleaver
packaging and marketing.
John tells us that the people who try to
do tons of research to figure out what
people want and are attracted to as
far as packaging and marketing are
concerned are dumb. He makes the
point that its the off character and
weird ideas that people are attracted
to. It's better to see how far you can
push the envelope as to keep people
interested and to catch their attention.
I think this goes along with the idea of
"sex sells" or "bigger is better" or
"strangely awesome". I think i tend to
agree with his point. we can see with
every advertisement on TV or in a
magazine- we're attracted to crazy
colors or beautiful people. I think thats
why the National Enquirer sells so
many magazines is because they
always have "strangely awesome"
covers!
Charles gives us the low-down on how
health food executives are changing
their packaging to appeal more to the
consumers. To attract these
consumers, natural foods packaging
evolved into a more - sophisticated,
mass-market look. U.S Mills realized
that they needed to spice up the look
of their products to go with the
changing of the times.
It's main focus was on Erewhon which
is their cereal line. The concept
behind the new design was
straightforward, the authors write,
"combining the use of eye-catching
7) Transforming the brand narrative:
The global redesign of Pantene
Pro-V-By Emily Kokenge, Associate
Director of Design Innovation and
Strategy, Procter & Gamble; Liz
Grabow, Director, Libby Persyk
Kathman
http://www.dmi.org/dmi/html/publication
s/journal/fullabstract_d.jsp?itemID=031
41KOK74
colors and fonts with a color photo of
the cereal on the front of the box." At
the time, the company was more
concerned that each product had its
own mainstream look, similar to that of
major national brands, than with
developing a family identity. Members
of a product line whose package
designs have a strong brand identity
most likely will be grouped
together-and be rewarded with greater
impact and potentially higher sales
than members of a line whose designs
do not have a familial look." Sure
enough, even though sales of the
cereals weren't suffering greatly, the
company eventually began to notice
that the products' presence in stores
was weakening. Some of the
competitors' boxes did have a familial
look to them, and they were being
blocked together on the shelf, which
made more of a visual impact than the
Erewhon cereals did.
We've all heard of Pantene Pro-V,
throughout the years they've produced
hair shampoos and conditioners. They
noticed that though their business was
strong, that they were gradually
declining in sales. Proctor and
Gamble quickly realized they needed
a newer, more innovative look on their
labels than what it was they had been
using. They brought in some
marketers to help with this issues to
find out what they could do.
They found out that everything from
the wording on the labels, to the
design had become stale and
confusing. They decided to start with
the bottle itself. They redesigned it to
give it more of a sleek look. They also
decided to engrave the logo onto the
lid. They then decided the labels
themselves needed something more.
They chose a more metallic look to
make the colors pop and shine so it
would catch the eye of the consumer.
This plan was appealing to me
because it specifically talks about the
types of people an art company
appeals to. The 2 biggest were
wealthy residential people, or
businesses. The reasoning is because
art isn't cheap and it takes a certain
8) Art Shipping Marketing Plan- By
kind of taste to appreciate it which
mplans.com
mainly runs with these to groups. It
http://www.mplans.com/art_shipping_m
continues to talk about marketing to
arketing_plan/marketing_strategy_fc.ph
different groups.
p
When you package and market your
product in a conscious way, directed
at the age group or type of people that
it would be most appealing to, then
you're bound to be more successful
and move a lot more product.