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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

For the third and final Q&A of this series, Packagedesign.com spoke with PMMI VP Industry Relations, Ben Miyares to discuss the challenge of balancing innovation and function in package design and how the upcoming PACK EXPO (October 5-7; Las Vegas Convention Center) can help.

 
Q: What do you consider the most important factor in determining the “viability” of a packaging innovation?

A: Ultimately, it depends on how the product relates to three key groups: consumers, retailers and manufacturers. To create viable and innovative packaging, designers must consider how members of each group interact with the product. Can the package run on the existing lines? Will it stack efficiently on store shelves? Can consumers easily dispense the product? All of these factors are vital.

For example, Diesel introduced a triangular carton for men’s underwear last year. The package’s unique shape served as a departure from traditional packaging in that product category but also added a functional element by facilitating stacking and creating a whole new perspective for the consumer standing in front of the display. Another great example is Nyquil, Dayquil and their private label alternatives, which are packaged in triangular plastic bottles that stand flush against one another on the shelf. The day-time and night-time formulas are shrink-wrapped together, improving the convenience of distributing, displaying and purchasing the products. By considering all steps of the supply chain, the package designers created an innovative and viable package that hits all the marks on target.

Sometimes, packages are viable through emulation rather than individuality. Historically, private label brands have drawn consumer attention with packaging that echoes the colors and structures of branded products. If a retailer were offering a private label alternative to the Head & Shoulders shampoo and conditioners, the bottles would likely simulate the familiar blue and white color combination and wide, rectangular shape. However, private label brands looking to mirror the look of another product must tread carefully. Many CPGs are very protective of their brand equities and guard their trade dress.


Q: What are some of the new functionalities and innovations that consumers are demanding in packaging?

A: Consumer convenience remains an important consideration. If the consumer goes to the supermarket to buy sliced cheese and one brand offers individually wrapped slices while the other doesn’t, all else being equal, the consumer will purchase the product with added convenience.

Easy opening and recloseability are also vital to enhancing convenience. Consider the zipper pouch, a feature that solely addresses convenience but is so effective that whole product categories, such as shredded cheese, have adopted it as a standard packaging format. Despite the added costs of adding a zipper to the pouch, manufacturers understand the value consumers see in the resealable, multi-use bag. For retailers, a zipper pouch with the appropriate die-cut hole is relatively easy to display on the pegboards found in most dairy sections. 

Demand for larger packaging formats with enhanced convenience is also on the rise.  When you move to a larger size, adding handles or wheels that ease handling is the sort of innovation that consumers are demanding. Lawn seed and fertilizers are packaged in triangular cartons with wheels affixed to them and a zipper so you pull the package across the lawn and distribute the seed. The dispenser package  was added as a convenience for the consumer. It was certainly not there because the grass seed needed that kind of applicator. Consumers are interested in packaging that makes it easy for them to access, use and store the product.

Though convenience is key in innovative packaging, designers must balance this need with demands for more environmentally-friendly packaging. Features that offer full dispensing for condiments and toothpaste help eliminate product waste and offer convenience. Some of the mayonnaise marketers have introduced plastic bottles or jars, which are promoted as full-dispense or easy-serve containers. The sidewalls have been reconfigured so consumers can run a knife down the side and get the very last bit of product. Some brands have taken the idea a step further by increasing the lubricity of the walls to make accessing the product even easier. Upside-down stacked bottles aim to accomplish the same goal for products spanning the food and cosmetics industries much to the pleasure of budget-conscious consumers who want to get that last bit of product out of the container.

PACK EXPO is well positioned to help package designers and brand owners address both of these consumer demands. At The Brand Zone, attendees will find the latest advances in containers and materials that enhance portability, resealability, recyclability and portion control, among others.

In addition, the show’s PACK EXPO Green program will make it easy for attendees to find sustainability-enhancing technologies. This symbol will be seen on special signage in booths featuring sustainable and/or environmentally friendly solutions. The symbol will also appear in exhibitor profiles on www.packexpo.com, helping attendees identify the technologies they’re looking for before they step foot on the showroom floor.


Q: How are packaging developers working with the product manufacturers and/or marketers to meet these demands?

A: Communication up and down the packaging supply chain is critical to assuring that consumer demands are met. I recently facilitated two separate meetings between retailers, packaging machinery manufacturers and container suppliers. Both meetings were conducted with the end goal of developing packaging that could perform all the way from the manufacturing stage to consumer use. Even though each meeting addressed different needs, both resulted in effective solutions because all of the stakeholders were part of the conversation.

In the same way, events like PACK EXPO benefit product manufacturers, designers and packaging suppliers by uniting them in a single place so they can interact and share ideas on tomorrow’s innovative solutions.


Q: What are some examples of new packaging features that enhance convenience for both the manufacturer and consumer?
A: Designing lighter-weight packaging that effectively uses less material enhances convenience for both parties. Through size optimization, designers can utilize the least amount of material to hold the most amount of product for a closer product-to-container ratio. For example, a brand may offers beans in two sizes. Let’s say the smaller can is the same diameter as the larger can but shorter. That short can is the optimal size for that particular canned product in that the volume of beans it holds versus amount of metal that surrounds it. Squat packages are more stable, lighter weight, as well as more stackable.

Rather than optimizing the size of an existing package, companies can also adopt new packaging formats to achieve a lighter package. Many product categories have seen a rise in flexible packaging over heavier, rigid materials. Often, flexible packaging is lighter-weight, increasing the convenience and portability of a product. In transportation and storage, flexible packaging can improve cube efficiency so manufacturers can fit more units onto a pallet or in a truck. However, the conversion to flexible packaging can have a downside. At the end at the day, the manufacturer must respond to consumer demands. If the consumer perceives glass as a superior packaging material for milk, brands will satisfy that demand.  


Q: Food safety is an important issue in the packaging industry. What are some examples of new packaging features that offer better product protection?
A: There are a multitude of options to achieve this goal. Bottles for beverages or pills usually have a seal that peels back over the mouth. The seal prevents leaks, insect intrusion, and signals whether the bottle has been tampered with. To preserve products, some closures are equipped with oxygen sensors. When consumers open the bottle, the sensor indicates the amount of oxygen in the headspace of the container. Too much oxygen in the headspace can cause products such as aspirin to expire quickly

Time temperature indicators have been around for a long time. A temperature-sensitive label will change color if the package reaches a set temperature to let consumers know that their product has been exposed to too great a variance in temperatures.

On the horizon are materials that will change color in the presence of microorganisms. Think of the soaker pad under a trayed chicken. Based on the condition of the juices it absorbs, the tray reveals green stripes to show consumers that the poultry was exposed to microorganisms. In the next couple of years, this technology will be tailored to a range of applications in fresh and refrigerated products.

 

About PMMI
PMMI is a trade association with more than 530 member companies that manufacture packaging-, processing and related converting machinery, commercially-available packaging machinery components, containers and materials in the United States and Canada. PMMI’s vision is to be the leading global resource for packaging, and its mission is to improve and promote members’ abilities to succeed in a global marketplace. PMMI organizes the PACK EXPO trade shows: PACK EXPO International, PACK EXPO Las Vegas and EXPO PACK México. Learn more about PMMI at pmmi.org.

 PACK EXPO Las Vegas will be held October 5-7, 2009, at the Las Vegas Convention Center in Las Vegas, Nevada. The show will be co-located with Converting & Package Printing EXPO and PROCESS EXPO. PMMI also produces EXPO PACK México, the premier packaging show in Latin America. The next edition of EXPO PACK México will be held June 22-25, 2010, at Centro Banamex, Mexico City, Mexico. PACK EXPO International 2010 will be held Oct. 31–Nov. 3, 2010, at McCormick Place in Chicago. Visit www.packexpo.com for more information.

Q: A package can often become so recognizable that it becomes an intricate part of a brand’s marketing efforts.  What have you found to be some of the common difficulties packaging engineers face, especially on a global basis, when trying to create a powerful visual mnemonic?
A: The challenge is always to recognize the differences between markets. After thoroughly considering the marketplace, packaging engineers can discover the most efficient process for producing, filling, and packaging and decide whether to make conventional or radical alterations. If a brand wishes to adopt a radical package, it is important to justify going in that direction.  The research must indicate that consumers will accept the new design and that people are unhappy with the current category standard package. 

Many problems can develop if packaging engineers are not engaged in the product development or package re-designs. For example, if the material of the primary packaging is reduced in a way that makes it less protective, the packaging engineer must make the appropriate accommodations or the manufacturer may see an increase in product waste.  

Q: What new packaging materials are in high-demand as brands aim to differentiate themselves?
A: In general, we have seen lightweight, flexible packaging replacing heavy rigid packaging.  An across-the-board observation is that there will be more plastic and flexible packaging in the future than glass and metal containers. Market statistics indicate that plastic bottles and containers outstripped glass containers about 10 years ago.

We are also seeing a growing interest in bio-polymers, such as PLA.  These plastics are produced from renewable feed stocks like corn. Research is underway on the production of bio-polymers from celluloses. Cornell University & Novomer are working to develop plastics derived from carbon dioxide, green house gases. These plastics are not on the market yet, but they fuel the on-going interest in eco- or bio-polymer materials, which is only likely to grow.

This year’s PACK EXPO will feature The Brand Zone, a special pavilion designed to help brands leverage innovative containers and materials to meet consumer demands for convenience, portability, recyclability and portion control, among others. Exhibit space in the area is completely sold out, with 160 companies occupying more than 45,000 net square feet of space. A large portion of the materials that will be exhibited by the suppliers will be conventional geo polymers that reflect the needs of the market. We hope it will help packaging professionals begin to answer questions about barrier protection, product freshness and a host of other issues.

At PACK EXPO International 2008, executives from Frito Lay presented the company’s process in converting bags for its Sun Chips brand from geo-polymers to bio-polymers, with the goal of completing the transition by 2011. This is a great example of how one company is putting science to work in an effort to market and protect goods. It also demonstrates that PACK EXPO stays in tune with industry trends and is a forum for sharing successes.

Q: What role does machinery play in the package design process?  
A: Machinery transforms two-dimensional concepts to three-dimensional reality in the marketplace. If a package design is not machineable, it is only a concept.

With its focus on the full spectrum of solutions for the entire packaging supply chain, PACK EXPO is an ideal resource for designers, CPGs and private label manufacturers to consider options and alternatives to get their package to the marketplace economically and efficiently. It’s not unusual for attendees to come to the show with specific dilemmas or ideas. Some even come with package samples so they can determine if different systems can handle or produce the particular item.

Q: How important do you think the structural packaging is to the overall brand image and do you think its importance has increased with the advent of digital marketing? Do you think that the physical structure is overlooked or less important than graphic messaging on a package?
A: Both elements are essential to a strong package. The actual structure is what adds interest and functionality while graphics are what capture the consumer’s attention and serves as the primary form of communication about the product. Each plays a role in selling the product to the consumer and the success of both can also depend on the product itself. For example, the Paperboard Packaging Council has an annual competition with a section where judges evaluate blank paperboard cartons.  The idea is to get the judges to concentrate on the intrinsic structural advantage and value of the given structural design.  That is always a challenging part of the competition because it is virtually impossible to say with certainty that it is a good or bad box structure without seeing the product in it or its complete form with the graphics.

PACK EXPO attendees can see how brands from around the world have balanced the structural and graphic elements of their packaging to best convey brand messages in the Showcase of Packaging Innovations®, sponsored by The Dow Chemical Company. Housed in The Brand Zone, the display features about 300 innovative, award-winning packages from international industry groups and associations. Attendees can also gain inspiration may from the finalists of the PACK EXPO Selects competition, also on display in The Brand Zone.

Q: Public pressure with regard to environmental concerns influences the types of products that are marketed and how they are made and packaged. More and more companies are opting for packaging and labels with nontoxic, soy-based inks; nonpolluting solvents; recycled and recyclable materials; redeemable glass, aluminum, and plastic containers; less material waste; and so on. Are there specific challenges associated with taking this approach?
A: Several challenges are associated with the transition to more eco-friendly packaging, especially when the format changes drastically. For example, one brand of chili was repackaged from a can into a revolutionary paperboard carton. The carton looked very much like a drink box, and they were able to form, fill and seal the box in a plant. The package had no foil component, was retortable and represented a significant technology advancement. However, the product ultimately failed because consumers did not immediately associate the package with the product type and overlooked it on the retail shelf.

As consumers, we do not know enough about the science of food processing and preservation so if we see something in a box, we assume it is a mix and we have to add something.  Or there’s an assumption by consumers that because it is in this lightweight carton it is pumped with preservatives. The challenge comes in converting a product to a new packaging format and still retaining the consumer relationship. A brand must retain the faith and build on the relationship established with customers.

Q: Customers are better informed and more powerful than ever because of the unprecedented transparency created by the Internet. In what ways are packages being altered to deliver the brand experience and results the product promises? What trends and technologies do you see emerging as brands aim to live up to these promises?
A: Before the Internet, consumers relied largely on TV and radio ads for information about new products. Today, it’s entirely possible that consumers will hear – and debate the merits – of a product before it’s even launched, often resulting in an unclear brand image and message.

These factors have led to packaging assuming a primary role in communicating key brand attributes. Product packaging has more exposure to consumers than any other advertising medium a brand marketer can purchase. Packaging is particularly influential on store shelves, where the vast majority of purchase decisions are made. If I see the ad on TV that shows a ketchup brand, I may be entertained by it, but at that moment I am not making a purchasing decision. When I buy groceries, I may or may not remember the ad, but I will remember the bottle and graphics and would expect it to be the same on shelf. The actual package on the shelf and its relationship to the consumer is what makes it successful, not the media.

About PMMI
PMMI is a trade association with more than 550 member companies that manufacture packaging and packaging-related converting machinery, processing equipment, commercially-available packaging machinery components, containers and materials in the United States and Canada. PMMI’s vision is to be the leading global resource for packaging, and its mission is to improve and promote members’ abilities to succeed in a global marketplace.  

PACK EXPO will be held October 5-7, 2009 at the Las Vegas Convention Center. To register for the show or obtain more information, visit www.packexpo.com or contact PMMI’s Show Department at 703.243.8555 or expo@pmmi.org.  

The Dow Chemical Company also makes a monopolymer polyethylene and copolymer of polyethylene, used for milk bottles and laundry detergent respectively, from sugar that chemically functions as an equivalent to traditional petrochemical derived polyethylene. So they break down sugar to its chemical component and from there build a polyethylene that is chemical and functional equivalent of petrochemically derived polyethylene, virtually the same. From there we would potentially have a source of renewable plastic, which is really exciting.

I recently saw a thermoformable structure that looks like plastic but is made of “stone” where they take geologically derived components and press them in a form that is usable for packaging. Additionally, Cornell University has started a company called NOVOMER that is introducing eco-plastics or eco-polymers, as opposed to biopolymers. These plastics are not derived from plants, but instead from carbon monoxide and carbon dioxide. While still in early development, this approach could help address the greenhouse gas problem and create a source of feedstock for these polymers.

In the metal area, what is “new” are ever-lighter structures and shaped cans for added shelf appeal. For example, compared with 20 years ago, aluminum beverage cans are 28% lighter, steel food cans are 33% lighter and tinplate aerosols are up to 18% lighter – without sacrificing performance. In addition, new printing technologies result in photographic quality graphics or engage the senses, such as thermo-chromic inks that change color based on temperature, or feel soft to the touch.

In glass, the typical bottle is produced by a “blow and blow” blow technology that results in an irregular wall thickness, the thinnest part being the weakest. When breakage occurs, it breaks at its thinnest part, whereas a newer technology called “press and blow” does what it suggests: presses the mold so that there is a more even wall thickness and the result is a thinner yet stronger glass bottle.

Q. Do you think consumers have been over-hyped with the sustainability message by marketers?
A: Absolutely. To date we have seen a rash of certifications, brands and logos put on packages that are pretty meaningless to consumers. Some early studies indicate that the consumer has very little understanding of sustainability. The average consumer equates sustainability to recyclability. Further, they still prefer packages that are “recyclable” to those that are recycled.

There are probably 30 or 40 “green” or “sustainable” certification brands in the marketplace today. Most are pretty meaningless to the consumer due to lack of knowledge. They pick up a package and see chasing arrows with a number in it and they say “this is recyclable.” Unfortunately the industry has not done a good enough job clarifying for consumers that the numbers “1–7” are not recyclable codes, but rather resin identifiers.


About PMMI
PMMI is a trade association with more than 550 member companies that manufacture packaging and packaging-related converting machinery, commercially-available packaging machinery components, containers and materials in the United States and Canada. PMMI’s vision is to be the leading global resource for packaging, and its mission is to improve and promote members’ abilities to succeed in a global marketplace.

PACK EXPO will be held October 5-7, 2009 at the Las Vegas Convention Center. To register for the show or obtain more information, visit www.packexpo.com or contact PMMI’s Show Department at 703.243.8555 or expo@pmmi.org.