JoAnn Hines, The Packaging Diva, weighs in on the consumer's perspective of packaging

JoAnn Hines, The Packaging Diva, participated in a Q&A with packagedesign.com addressing the consumer perspective of design and what sustainability in packaging means to the consumer.

Consumer perspective of design

Q: Which do you think is most important to consumers: How a packaged good looks? I would change that sentence to What a package looks like… or…The appearance of a package…. Its functionality? How much it costs?

A: The most important function of packaging besides the obvious, which is to protect and convey/ transport, is to sell the product.

This can be accomplished through many methods such as shape, size, features, design, color and even smell. The package needs to ENGAGE the consumer by whatever method works, this includes even luxury or upscale packaging.

Q: How in tune do you feel consumers are with design trends? For example, Graphic and brand design trends vs. shapes and structures of packages?

A: Consumers buy because they have been persuaded by the packaging that this product is something that they either want or need. What happens many times is that designers lose that connection when addressing the aesthetics of the package. Design can sell but only when it fulfills the consumers expectations and needs for the product.

Q: How important do you think visual branding on packaging is to consumers?A: Visual branding is critical because most consumers shop by rote. Tropicana is a perfect example: consumers were confused because they could not find their favorite and accustomed packaging. As a result they switched brands resulting in a 20% decrease in sales. A product needs to stand out in a sea of sameness and it’s the various elements of product packaging that can help a brand do that.

An old but good example of standing out is Fuji Film. The established brand was Kodak, in the signature yellow orange package. Fuji went with kelly green, a totally unusual and different color.

Q: Are consumers more inclined than ever before to research a product and read the package at shelf prior to purchase? If so, how much time do you think they spend learning about it before the purchase?

A: Product claims are a two edged sword. Consumers want to believe in the product they are buying and are looking for information that will help them make an informed purchasing decision. The problem is much of the information is wrong or misleading (See “Packaging You LIE...” @ http://packaginguniversity.com/blog/?p=984)

Consumers need to trust that what you are telling them on the product packaging is true. Misplace that trust and they will move to an alternative brand.

Q: There seems to be a recent trend amongst brands and package designers to gravitate towards a simplistic 'clean' design aesthetic. Do you think consumers prefer this or the more embellished look? Alternatively, do you believe the consumer's preference evolves with the brands?

A: Simplistic is good if it still conveys brand.  (See “Does Simple Packaging Sell?” @ http://packaginguniversity.com/blog/?p=829)

The problem is simple packaging can look too generic and cheap like this: http://www.sustainableisgood.com/blog/2009/09/loblawsgenericpackaging.html

It’s all about forging a bond between the consumer and your packaging. Consumers want value but they don't want poor quality packaging. Generic packaging sometimes goes too far and looks “bargain basement” and rather than appealing to the consumer, it turns them off.

Q: Are consumers still confused about sustainability or ‘green’ claims in regards to packaging? Where do you think the most confusion lies?

A: Not only are consumers confused, I'm confused too. The issue is so murky with all the different terms and buzz phrases, many of which are misinterpreted. Most consumers do not have a clear understanding of what the terms actually mean. For example, they think “compostable” means you throw it in the backyard and it turns to dirt within a month or two.

Q: How important is sustainable packaging to consumers for example, on a beauty product vs. a household product?

A: Sustainability is equally important to any product packaging, it’s just the approach that's different. For example, it might be a beauty product package that can be reused or returned for refill (such as Mac Cosmetics or Origins). In household products, options are to either refill the original container like Method does, ship concentrates with less weight and less water like Ultra detergents, or it could be ship as an empty container with tablets to be added to your own water.

Q: Do consumer prefer something that’s recyclable to something that is MADE from repurposed or post consumer waste materials?

A: Recyclable and repurpose are somewhat along the same lines.  A container that is recyclable can be reused to make a secondary container or product. Repurposed can be where the actual packaging is used for an alternative purpose or made into something else (see “Repurposed packaging the packaging of the future” @ http://packaginguniversity.com/blog/?p=763)

Q: In your opinion what is the best way to tell consumers that your package is greener?

A: Green is in the eye of the beholder; what is green for one person may not be for another. The important thing is to make your green claim resonate with your core consumer.

Q: How long do you foresee it being before sustainable packaging is not a reason for being, but just the expected way things are done? How much does consumer's purchase decisions influence this timeline? 

A: It will take time for green packaging to filter through the entire supply chain. The packaging industry truly needs to rethink the entire issue. Its not just about greener materials or materials that degrade, it’s about the whole packaging equation. A good example is years ago all deodorants came in a box with the deodorant inside. Turns out the boxes were unnecessary. The deodorants are now shipped sans box with incredible saving of materials. It’s that kind of thinking that needs to be integrated into packaging of products.

A manufacturer needs to look at the big picture to see if a packaging component is unnecessary, and if it can be removed while still protecting the integrity of the product.

To learn more about JoAnn Hines, visit her website at www.packagingdiva.com