| You invest so much time and money in product | | | | make sense for my product? |
| development, why not invest a little more and | | | | Am I going green legitimately or just jumping on |
| protect yourself from making a bad packaging | | | | the "green" bandwagon to make a buck? Will I be |
| mistake? It is easy to make a packaging error | | | | mandated to use "green" packaging materials by |
| that comes back to haunt you after you have | | | | retailers? What other options can I consider that |
| packaged the product and sent it on its way to | | | | aren't "green?" You really need to take some |
| the retailer's shelf. | | | | time to analyze these and other questions before |
| We think about bad packaging when they hit the | | | | you advance your packaging development in the |
| news. For example "Ecoli Outbreak Attributed to | | | | wrong direction. |
| Packaging." Packaging that on the surface seems | | | | My packaging is working now should I change it to |
| like a good idea but then backfires due to some | | | | new and improved or give it a packaging |
| unforeseen circumstance that takes place. Why | | | | makeover? Remember my negative packaging |
| wait until it becomes an issue? | | | | trend for 07. Don't fix it, if it ain't broken. |
| Wolfgang Puck found out about "bad" packaging | | | | Consumers hate change. When they go to look |
| the hard way when his new self heating latte | | | | for their trusted brand on the retailer's shelf, you |
| cans hit the retailer shelf and started exploding. | | | | want to ensure they recognize your product |
| Was it his fault? Probably not, but the words | | | | easily. If they don't, they may be forced to buy |
| "Product Recall" were shouted from the isles. | | | | from the competition. Keep packaging consistency |
| "Fabuloso" experienced a similar problem when it | | | | and continuity to make it easy for consumers to |
| designed the packaging for its cleaning products to | | | | buy from you. |
| look like soda or beverage bottles. Children | | | | Who regulates what needs to be on my product |
| confused the "fabulous" colors with the real thing. | | | | packaging? The answer is just about everyone. |
| A few poisonings later they realized they had | | | | Outside of the various regulatory agencies that |
| made a huge mistake. | | | | tell you what can and must be placed on your |
| All packaging problems certainly don't rise to the | | | | product packaging you could be mandated by a |
| level of these two examples. A problem can be | | | | plethora out outside influences. Here are a few |
| something of minor significance. Nonetheless, it is | | | | examples. |
| a problem and in many cases can be avoided or | | | | Going Green? Better listen to what Wal-Mart has |
| at the very least modified or anticipated. You | | | | to say with their "Packaging Scorecard." |
| would be surprised at how many people contact | | | | Trading in the organic space? Better understand |
| me knowing in advance that their packaging may | | | | what the work organic means to your product |
| have a problem yet they never do anything | | | | and who is watching out looking for a mislabeled |
| about it. Perhaps they will be the next big news | | | | package or a claim that can't be validated. |
| story. | | | | Making weight loss claims or dietary claims on |
| In any case, there are ways to foresee | | | | your product packaging? Just about every one will |
| potentially "bad" packaging situations. A little | | | | be on your case. These claims are heavily |
| forward thinking may alleviate impending problems. | | | | scrutinized, not just by regulatory agencies but by |
| Here are some common questions that could | | | | consumers too. They are taking charge of their |
| pave the way to avoiding potential packaging | | | | own well being. They "can" and will read them. |
| problems: | | | | Pay attention to these common packaging |
| Should I put my product in a plastic clamshell? The | | | | questions to which many companies don't find |
| number one contested "packaging" issue revolves | | | | adequate answers before they embark on their |
| around the plastic clamshell and how difficult it is | | | | product packaging. By doing so, you may |
| to open or penetrate without causing bodily harm. | | | | anticipate potential packaging problems that could |
| Can you anticipate this problem? You bet. Weigh | | | | result in packaging problems. Do your homework. |
| your options when considering this type of | | | | Use a little common sense and think about |
| packaging. Even with your best effort to make | | | | packaging issues relative to your product. Consider |
| the clamshell easy to open, you may end up as | | | | what you can do to avoid potential pitfalls before |
| an "Oyster Award" candidate and be labeled as | | | | it's too late. |
| one of the most difficult packages to open. | | | | Be sure and read my weekly e-zine "Packaging |
| What is "green" packaging and how can I | | | | News You can Use." |
| incorporate it into my packaging design? Whether | | | | Each week I discuss a packaging trend or issue |
| to use green packaging or not should not be the | | | | that you should know about. If you are not on |
| question. What you should be asking is does | | | | top of these issues you might find out too late |
| utilizing environmentally friendly packaging materials | | | | that you have made a costly packaging mistake. |