How To Redesign Your Product Packaging

Your average supermarket carries anywhere between 15,000 and 60,000 individual products and the most people will wander through these fluorescent lit halls of consumerism is once a week and come away with at maximum 30 or 40 items.

The ecommerce environment is just as crowded, with the global B2C market topping $1 trillion for the first time in 2012. Simply typing the word ‘books’ into Amazon will yield you over 44 million search results.

While the internet has provided a potential customer base of millions for even the smallest of local businesses, the flip-side is that these businesses are elevated into a global marketplace. You may have been the only supplier of real ales in your local area, but as soon as your ecommerce site goes live you become one of the thousands and thousands of real ale companies operating around the world.

This kind of competitive environment necessitates the need for smart packaging design that both stands out from the crowd and communicates a deeper message of value about the product to potential consumers.

One of the biggest problems for established brands is the precarious balancing act of maintaining your coherence and focus as a brand while still allowing room for growth, change and modification. No brand is ever perfect and there is always likely to be people that you could appeal to more or an aspect of your message that needs to be amplified.

A risky area for any business is when the realization dawns that their current packaging is not doing as well as it should and that there is a need for a substantial redesign. If you do it well your brand will seem to have been rejuvenated with a new energy and emphasis, but get it wrong and the consequences can be extreme.

So before we get down to the nitty-gritty of how to do a successful packaging redesign, we should start off with a cautionary tale of just how extreme the effects of a poorly received redesign can be.

The Terrible Tale of the Tropicana Redesign

In 2009 Tropicana embarked on what quickly went down in recent history as a spectacularly ill-conceived product redesign, which resulted in its sales dropping by 20% and the company losing millions of dollars.

It may be surprising to some that consumers would react that negatively to a change of packaging,bombarding the company with negativity by email and social media, but that is just to underestimate the attachment people form with their favourite brands.

So just what went wrong? As it turns out, just about everything about this redesign was ill-conceived. The brand name text on the front was upside down and far less immediately noticeable, meaning that consumers had to invest a lot more time and concentration and were unlikely to have that immediate connection. The tone of voice was weird and the typography gave of the air of trying to be hip but coming off cold and corporate. The old image of a ripe, juicy orange was replaced with a stock photo of a glass of indiscriminate orange juice and the old slogan of “why does Tropicana taste so good?” is replaced with the strange sounding “drink in the spirit of the morning.”

The tide of negative reaction caused Tropicana and its parent company PepsiCo to stop the shelf the whole redesign, issue an embarrassing retraction and slink off into the corner to lick its wounds.

Pulling Off a Successful Packaging Redesign

So now we know how not to do a successful package redesign, we can turn our attention to how to successfully reinvigorate your brand while retaining a deep rooted sense of identity. Some examples of the kind of measurable success that a well thought out and implemented redesign can bring to your company are:

The first thing you are going to have to do is to let go of any unhealthy sentimentality you might have about the past and accept the bold possibilities of the future.

The second thing of upmost importance to keep in the forefront of your mind is that you have a core group of loyal customers that you absolutely must not lose. This is the biggest problem that Tropicana ran into, because not only did they not gain many new customers but they actually began to lose customers. The ultimate package redesign will not only entice new customers but will excite these loyal customers as well.

With these two factors in mind, the next thing you are going to have to turn your mind to.

Why Do You Need to Redesign Your Packaging?

Different companies and different brands are going to have different reasons for initiating a packaging redesign. It is important to establish at the start what is driving your need for a redesign, which may be one of the following:

  • Your product has changed in a way that necessitates new packaging
  • You need visual unification between different, previously distinct products
  • Your recent business performance has changed
  • New government regulations or requirements
  • Your expanding into new markets
  • Customer insights and surveys shows that your message or appearance is dated or out of touch with your core customer base or target group

Determining early on why you need to do the redesign in the first place will save a lot of Tropicana-like pain further on down the line.

Evolution or Revolution?

Once you have the reason why you are going to have to redesign your packaging, the next thing you are going to have to figure just how drastic a change you are aiming for. It comes down to the difference between instigating revolution or taking a few steps forward in evolution.

A revolutionary change means that your packaging will be a radically different beast to what it was like before, which opens you to the risk of detaching the emotional connection your core customer base has with your product (and maybe they won’t be able to recognise them on shelves).

Evolutionary change on the other hand, implies that you are simply shedding the parts of your current design that aren’t working and emphasising the parts that are working. Most of the time, you are going to want to be aiming for is evolutionary change because you want to improve the delivery of your brand message rather than simply starting again from scratch.

Undoubtedly, some situations and business climates are going to call for a revolutionary change of focus and root and branch change, but most of the time it is not going to be the whole of the your design that is the problem.

Important Things to Remember

While the actual mechanics of each individual package redesign process will depend on a number of factors that are specific to your product range, your previous design, your core and target demographics and the message you want to emphasize, there are a number of important things that you would do well to remember.

The biggest potential stumbling blocks you could face in this process are:

  • A lack of certainty which leads you to make changes that are too small and inconsequential to matter to consumers or warrant the time and effort put in
  • Making changes that are too big and result in a damaging disconnect between your product and consumers
  • Succumbing too much to “design by committee” or making decisions based on fear or the privileging of personal opinion over verifiable information and objective goals
  • Not understanding how consumers interact with your brand before you start and making decisions which have a negative effect on this
  • Instituting changes because everyone else in your industry is and simply playing follow the leader rather than taking the process seriously

The opportunities for those that get their redesign right are the prizes that come from the successful evolution of their brand, with new possibilities blooming forth, new customers discovering the benefits and a whole gaggle of new avenues for the company to travel down.

Do you have any other golden rules for achieving the tricky feat of a successful package redesign? Can you think of any big successes or failures that would serve as useful examples?

Grocery Displays Targeting Male Shoppers

Research has recently shown that more men are doing the grocery shopping, according to The Wall Street Journal. In an attempt to boost sales, food companies such as General Mills and Kraft are reevaluating their packaging. Yogurts, coffees, packaged foods and other products will feature darker colors and catchy words that aim to target male shoppers. This shift in visual packaging may call for a reconfiguration of food merchandising for grocers who are also willing to delve into this experiment.

Darken the look
The first cue to take from food companies is to adopt darker colors. Look into fixtures that have a more “manly” feel and figure out a good place for them. The Mobile 5-Tier Z-Fixture Merchandiser is a great item that’s smaller and easy to move. Consider highlighting the arrival of the new packaging by filling the vessel with them. Additionally, take a look at some Expressly HUBERT® Synthetic Chalkboard Sign Panels, which will help set the darker, more masculine atmosphere.

Spread the items
It may be tempting to bring as much attention to the new products as possible by placing them all together. However, this may likely lead consumers to explore the section and not take the time to walk through the rest of the store. By having a small fixture that highlights the new items, customers are aware of the change and are encouraged to search for them. The downside to the highlight fixture may be how accessible it is. Be prepared to stock the display regularly as customers come through.

Revisit your merchandising
The Wall Street Journal also stated that it won’t just be the look of the packaging that changes, it will also be the size. This results in a reevaluation of merchandising, especially feature displays where size and color have already been configured. If you can determine when the shipment is set to arrive, you may want to set aside a few hours on the day the shipment comes in and incorporate the new items into your feature. Bring as much attention to these products as possible so that consumers are well aware of their presence and will gain interest in them.

This change in packaging is sure to garner plenty of attention from consumers. It also provides more product for grocers and their staff to work with. The introduction of these items can be a fun change for retailers and shoppers alike.

Tips for designing & creating a successful POP display

It can be a real challenge for a company to get their product onto the shelves in a store, especially with all the competition. Even if they do succeed in displaying their product and getting valuable shelf space, the edge is lost when the item is lumped together with lots of similar products from competitors.

Whether you are in Walmart or your local neighborhood store, you may have noticed that a lot of the shelves are untidy and disorganized, despite efforts by store employees.

A POP Display, or point of purchase display is a way of using innovative packaging techniques to keep brand equity and keep a brand competitive. If you are a manufacturer, it’s the point at which the real persuasive selling techniques kick in, as long as your display provider is doing their job, and more and more product managers are realizing the benefits of a POP display.

Most product packaging is boring and unimaginative, as a quick look around the soap aisle at your local Walmart will demonstrate. Most of us can’t read the tiny print on the different packages and other than the colors and the logo, all the products tend to look the same.

Retail Store Shelving

Crowding products on to the shelves tends to diminish the product’s value. It may also be a big box store conspiracy to make everyone be competitive on the price by quashing brand differentiation. If your product is sitting forlornly on the shelf like a lost dog waiting to be chosen, it may be time for a change of strategy.

The POPAI shopper engagement study of 2012 points out that a customer is less likely to buy your product if you aren’t making a point of displaying it. Today’s shoppers have more choice than ever, what with private labels, premium labels and organic labels. You may be losing the battle taking place on the shelving to grab the attention of customers if you are not using in store marketing. Almost one in every six brand purchases are made when that brand is present on an in store display, according to the same 2012 study. Any product that has a low price and yet is of good quality has the potential to sell well and it is obvious that many independent manufacturers just aren’t trying hard enough. After all, there is only room for so many soap brands on the shelves. It can be extremely hard to fight the power of the big brands and you cannot always rely on primary packaging selling your product for you. Your brand equity is suffering because of the situation on the shelves at the major stores.

A small packet or bottle of soap doesn’t stand much chance of standing out, especially when most consumers are price conscious. An effective POP display is one of the best ways to get your product noticed and sold in smaller boutique stores and large retail outlets. You can really get your brand message across by using POP packaging design techniques the right way.

Attract the Sleepwalking Shopper

It’s important to attract the attention of those shoppers who are shopping on autopilot, and a good POP display will do just that. However, you also need to have your display positioned in such a way that it stands out and is noticed, and in the soap category, standing out from the rest of the brands is the key. A pallet display, such as the one on the right, forces a shopper to look at the product stacked up on it and ignore the products on the shelves, although shelf displays can still attract customers. Think big and bold, something that really grabs the attention.

You can advertise your product benefits with a good POP display, as your packaging cant really do that.

In the graphic below, the tagline and SUDAFED logo are both highly visible, and the individual packages are at basket height and to the right, allowing a shopper to easily and quickly grab one.

If you want to outperform the competition, a good POP display is the way to go and if you are ready to do that, Ravenshoe Packaging can help you. Be sure to ask about a new trend that is making packaging people excited – Ready for Retail. Once you know about this, you will want to put it in place for your products.

Instead of thinking of pop packaging as boxes, think of them as being highly persuasive selling tools and persuasive packaging is one of the most important aspects of packaging design. POP can attract a shopper, persuade them to buy your product instead of the competition and can reposition your brand and give it the boost you badly need.

Sell More With A Custom POP Display

Packaging Source Inc offers help with custom POS displays, whether you need a large display, small display or something that hasn’t even been developed yet. Packaging Source Inc is your source for a custom POP display, offering an extensive product line as well as a variety of service capabilities including prototypes, design, manufacturing, inventory management, drop shipping and warehousing.

We design and build customized point of sale displays utilizing plywood, hardwoods, softwoods, MDF, particleboard, sheet metal, wire, aluminum and acrylics. We can also include your business logo and/or product logo or other digitally printed graphics as part of your custom-designed POS display. We have POP display designers who can help create a look that is completely unique for your own custom point-of-purchase display, including features such as pegboards, adjustable shelving, cabinet lighting, clothing racks, hinged or sliding doors, glass panels and rotational capability.

We have a creative design team who will work with you to customize a retail display design that is optimized to meet your needs and that will not only effectively help sell your products, but will also stay within your specific budget. At Packaging Source Inc, we also specialize in cost-effective knock-down (KD) construction for point of sale displays. Our unique KD designs can help save money by cutting down on package size, shipping and handling costs, and transportation fragility. If you prefer pre-assembled displays, we can also take care of that.

Now you no longer have to settle for stock displays that do not meet the dynamic qualities of your products. You can set your products apart from the competition by making sure you have attractive, dynamic and compelling point of sale displays. Contact Packaging Source Inc and discover how we can improve your bottom line with a custom display program.

What You Should Know About Die Cut & Custom Packaging Boxes

Many companies use Custom Packaging and Die Cut Boxes when they need to ship their products to different locations. These boxes are durable and strong, and they can be customized, which means that you can use the boxes to ship any type of product.

Die Cut and Custom Packaging Boxes
Most people use Die Cut boxes for sending mail and parcel. Cutting die is used for the boxes, and they are typically used to ship out products such as shoes, clothes and electronics. They can be cut and manufactured according to the weight, size and dimension of the product that needs to be shipped.

These boxes are also excellent to use when you want to promote a product. Also, they serve as a protective shield, and they can be folded up and reused. Many people use these boxes to ship fragile items, electronic goods and crockery, and that is because they consider the boxes to be made with the best type of packaging material.

Printed Die Cut Boxes look very appealing, and they can convey a business’s message to the public. For example, the boxes can contain info and features of a specific product that the business is mailing.

A printed custom box from Packaging Source Inc. Call 214-808-7664 for more info.

It is also worth noting that the boxes can lure potential customers when they are being used for promotional purposes. They can keep the packaging intact, while at the same time being very easy to open and close.

Custom Packaging Boxes
Custom packaging boxes are very useful for storing and packaging. The boxes can be made in a way to meet clients’ specific requirements.

Types Of Packaging Boxes
Regular Slotted: These are the most common types of custom packaging boxes, and all of the flaps are the same length. They are often used to ship small items, such as show pieces and coffee mugs.

Half Slotted: Half slotted boxes are somewhat similar to regular slotted boxes, but they only have one set of flaps. This allows a product to simply slide right into the box. They are often used to ship large and heavy items such as computers, washing machines or fridges.

Overlapping Lids: These boxes have flaps that overlap each other, and this creates a very strong bond. They are both the same length and breadth.

Packaging Source Inc is committed to providing the best customer service possible, and they offer a wide range of options when it comes to packaging boxes and materials. The company carries high quality products that meet international quality standards, and they strive to serve customers in an efficient way. If you are in need of custom boxes, then you should contact the company as soon as possible, as they have customer service reps standing by to help you.

Why Your Company / Product Needs Custom Packaging

Is your business shipping products to your clients? How unique is your packaging? If you don’t have a package that stands out, then you may be losing business.

Why Great Marketing Requires Unique Custom Packaging

Competition is fierce in the shipping industry. Most have common brown or white boxes that can get lost in the crowd. However those brand names that have flashy boxes that stand out, get noticed and are easy to pick out from the crowd. Zappos, Chegg and Amazon have boxes and brands that get noticed.

Your clients may never get the chance to stand out in a UPS building. Yet they will have many opportunities for average people to notice your packages.

* Sitting outside a dorm, house or an apartment.
* Sitting at someone’s office desk, coffee table or in someone’s kitchen.
* They can see your package on Twitter, Facebook or Instagram or they just got their package or one of their pets are playing around in the box.
* In a post office or UPS store.
* There are still other ways that customers will see your package and you want it to catch their eye, to stand out so they will remember it.

Packaging is a great marketing strategy that you can do to bring more customers to your business. It puts your brand and your website link in view of repeat customers.

Examples of Marketing Business and Unique Packaging

Noelas made a creative photo (which was viewed more than 4,000 times on Flikr) that shows a robot being built out of Amazon’s packaging. It shows how Amazon puts their country-specific link on their boxes with an arrow that directs your attention to it.

Alpha Chen portrays people who love to take photos of their animals in boxes. This is eye catching and catches the pulse beat of their customers by their love of their pets. Zappos showcases their link to their website on the boxes along with their motto.

Chegg’s shipping box is orange that draws attention to it. Their box is branded, showing off their bright colors. Once you see that it’s hard to forget it. Impressions are hard to forget.

Don’t know what McPhee is? If you see their box and catchy logo, you’ll remember it for a long time. the logo is “Freaking out the squares since 1983”. Besides being their caption, it tell the customer that it’s an established brand, all in one sentence.

Great packaging works for online marketing. On their Facebook page, Naturebox has a beautiful cover. It gets people hungry for their product. Also it shows how easy their customers can get their package.

Barkbox is another creative use of packaging and photography in action. They show their customers having fun with their products and packaging. With a name such as BarkBox, you don’t even need to add a .com.

You can use many products that advertise your package, so people notice it and remember it long after they see it. There are custom stickers and stamps that you can use. Think up a snappy name and photo. Be different and stand out from all your competitors as you attract people to your business today!

Why Packaging Is Important for Branding

Traditionally, stores have a broad variety of ways to connect with customers and give them a memorable experience.

Traditionally, stores have a broad variety of ways to connect with customers and give them a memorable experience. As ecommerce becomes more prevalent, however, many retailers are finding that they no longer have all of the options they used to. Absent well-branded displays, personal interaction between customers and employees, and customers actually leaving their homes to shop, there are simply fewer touch points allowing stores to connect with their customer base.

In this light, it becomes startling that so many businesses are ignoring the unboxing experiences of their customers. Every company out there ships merchandise in the same boring cardboard boxes sealed with clear tape. These boxes do the job, but customers are highly unlikely to remember opening them because everyone uses them.

TrunkClub provides an illustrative example of the benefits of ditching traditional packaging. The company ships products in a custom-printed box with a handle that looks like a trunk instead, matching their brand to their shipping containers. This gives every order a unique feeling, as customers cannot wait to dive in and see what is in the trunk box this time.

The box itself is not the only way to individualize a company’s products. For example, every order from TrunkClub includes a handwritten note from a personal stylist, explaining why each included item was chosen. This creates a connection akin to that felt when a customer interacts with an employee at a traditional store, putting a face on the brand name and enticing them to go back.

Just because branded packaging is possible does not mean it should be done, so what benefit does TrunkClub derive from doing this? The answer is marketing. Sustainable brands depend on an established customer base placing multiple orders, as it is much cheaper to get prior customers to reorder than finding new customers every time. A recent survey conducted by Dotcom Distribution found that 52 percent of consumers are more likely to make repeat orders from an online merchant with unique packaging. Therefore, branded packaging increases sales.

In addition, Dotcom also discovered that consumers enjoy sharing unique unboxing experiences on social media sites such as YouTube and Facebook. This gives the company with unique packaging free positive publicity through the social network of every customer. For instance, a search for “TrunkClub unboxing” reveals thousands of blogs, images, and videos. Every one of these helps get TrunkClub’s name out there while also providing valuable back links that improve the company’s SEO performance.

At this point the benefits of a unique branded packaging experience should be obvious, but how to create one may be less so. Below are some of the most common elements of a successful branded packaging marketing campaign. You do not need to incorporate every item on this list, but it gives you somewhere to start in trying to determine what elements provide the best complement to your overall marketing strategy.

The box is the single most obvious element of a branded packaging experience. A custom box will stand out in the sea of white and brown boxes customers expect, but this is also one of the more expensive items to customize. Colored tape is a cheaper option that can have a similar effect if done correctly.

Tissue paper draws your customer into the unboxing experience by adding a layer of mystery to the process. You can further customize the experience with printed or colored paper, adding something beyond the standard paper employed by other firms.

Fillers such as Styrofoam packing peanuts, air pillows, foam inserts, and bubble wrap serve a vital protection function, but do little aesthetically and even less to promote your brand. Less common fillers such as excelsior and colored crinkle paper can make your packaging unique and memorable for the buyer.

Stickers are among the most versatile of the branded packaging elements. A branded sticker is a great way to seal tissue paper in a manner that reinforces your brand’s messaging, or it can be placed directly on the box to provide the benefits of a custom printed package for a fraction of the cost. These inexpensive items are a great way to ease into branded packaging.

Promotional materials, such as a business card granting a discount on a customer’s next order, are also a cheaper way to brand your packaging. Alternatively, the promotion could be intended for a friend of the current customer, encouraging him or her to spread your company by word of mouth.

Handwritten notes like those utilized by TrunkClub also work well by lending that personal touch that is often absent from ecommerce. Larger businesses may have a hard time scaling this method, but new start-ups can benefit greatly from it.

Every order generally includes a receipt, but that does not mean yours cannot stand out. Higher end restaurants often give you your receipt in an elegant folder to heighten your dining experience, for example.

Finally, an unexpected free gift or sample can inspire customers to sing your praises to their entire social circle, giving you business above and beyond your repeat customer. Whichever of these works best for you, you will find that branded packaging will increase your sales.

If you’re looking to improve your branding, improve customer perception of your product, and increase marketing, contact Packaging Source Inc for free quote. You can call 214-808-7664 or you can fill out our contact form by clicking here.