Yes, Your Packaging Must do More
No doubt you’ve discovered TV advertising and other mass medium exposure is losing effectiveness, with reach diminished and costs spiralling upward. Are you keeping pace with your own innovative, engaging, action-generating packaging?
Like most marketing managers, you’re expected to make your on-shelf and display packaging do more. If you’re struggling to keep your packaging fresh, relevant and competitive, perhaps we can help.
It’s All in Your Perspective
We’ve got a number of unique ways to look at packaging improvement to help you optimize everything from graphics to packaging materials. Perhaps there’s something you’ve missed about your packaging and we can help make it a value-added star in your marketing lineup.
The reward is the best POP displays and product packaging on the shelves. Lay back and read these excellent perspectives on packaging.
Let’s look at it 3 different ways as these 3 authors have done and posted online. Each expert has a different way of identifying the essentials and each perspective could help you improve your packaging.
The first view is from Mark Ryan, of TRM Packaging in the UK. He makes it really simple by looking at 3 fundamentals (visual, materials, and supply channel) to achieve maximum “shelf shout”:
- Aesthetics/visual impact
- Sustainable/recyclable materials
- Supply chain efficiency
Mark suggests that designers/brands need to use a holistic approach to ensure primary and secondary packaging works in harmony to create an element of theatre. Wow, I’ve never looked at shelf-impact or packaging in terms of theatrics! Interesting.
The second view is from Lars G Wallentin, a 40 year design expert from Sweden. He believes in simplifying, surprise, and synergies. In his article he describes 10 must have knowledge areas to improve your understanding:
- Total packaging or synergy
Lars advises us to think like a consumer and use your common sense to discover for yourself what you like about packaging. He suggests simplifying the message and design and ensuring the packaging fits the brand’s positioning and the layout should show features and value propositions where they’re expected by the shopper. Read the rest of his article.
Catalpha Advertising in Maryland, USA offers yet another perspective on packaging design with 15 tips on design. The most interesting points are about knowing the shopper or customer profile and ensuring benefits are prominently displayed and how the customer handles the product and interacts with it.
They advise making your packaging “POP!” with the right colours, well-chosen words, and high quality printing. They suggest looking at your packaging as though it was a shelf billboard and that means ensuring there’s appropriate space to feature benefits. Read the rest of their packaging improvement article.
I hope these insights are of value to you, especially if you’re stuck in a creative rut which happens to the best of us.
Is your supply chain management as good as it could be. How will you improve it? Reading the Ravenshoe Packaging blog of course.