| What is a package any way? We all know it | | | | become increasingly important. |
| conveys a product from point A to point B. | | | | It's trends like this that dramatically influence |
| Besides the obvious of getting it there | | | | product packaging and who will be the primary |
| undamaged or not broken, what's a box supposed | | | | shopper. Yes, there are many other important |
| to do? That job has changed dramatically in the | | | | demographics out there but women and 50+ gen. |
| last decade. The package has become the "first | | | | account for a tremendous and lucrative segment |
| moment of truth" at retail. And now, especially it's | | | | of the population. One you cannot overlook in any |
| going to decide whether someone will by your | | | | product packaging. |
| product, or not. So you better pay attention to | | | | So it is imperative to understand what today's |
| not only what goes inside but what's on the | | | | consumer expects and demands from their |
| outside of the box. | | | | product packaging. When a consumer shops, 70 |
| Just because you have a great product doesn't | | | | % of the time they make the purchasing decision |
| mean its going to sell. Or even if you have it in | | | | in the retail environment. That means at the |
| the right retail environment that it's going to fly | | | | store, not before and also means your product is |
| off the shelf. Packaging a product the right way | | | | competing with dozens of like or similar products |
| entails much more than just creating a box to put | | | | for their attention. The clutter and proliferation of |
| your product in. Sure, you are going to get it | | | | competitive products is almost mind boggling. |
| there in one piece, we hope but gone are the | | | | So even if you have established brand awareness, |
| days of the box acting as only a protective | | | | is it enough to make your product stand out on |
| shipping container. The box today is the "retail" | | | | the shelf? A quick note here on branding for |
| salesperson. The box or package is expected to | | | | seniors: The over 50 population is not brand loyal |
| provide the necessary information to make an | | | | contrary to what you might think. They will switch |
| informed shoppers' decision plus no salesperson is | | | | brands if you provide a superior experience |
| available to answer a question either. So the | | | | especially at a lower or competitive price. |
| package must be the silent salesperson to tell all | | | | What makes this problem even more difficult is |
| there is needed to know. | | | | that on average a consumer is going to take |
| More importantly conveying the information about | | | | approximately 2.6 second to make up their mind |
| what is inside and how it's going to help the | | | | whether to pick your product off the shelf. That's |
| consumer solve a problem. That's an important | | | | a few seconds of retail sensory overload that |
| factor to remember. When someone looks at | | | | going to determine whether or not your product |
| your product in their minds they are saying "What | | | | will sell. So your package better have the right |
| is this product going to do for me?" Do think | | | | message geared towards the right audience. |
| about your package from a consumer's | | | | There are so many factors that can influence a |
| perspective, not a package designers or | | | | buyer to pick up your product. But there are |
| engineers. Don't get caught up in the notion about | | | | several things which I call "universal truths" that |
| what has to be "ON" the box rather what needs | | | | influence virtually any consumer. |
| to be on the package to pique or satisfy the | | | | 1st: Time is not on your side. |
| consumer's interest. Keep engineering driven | | | | Consumers are in a hurry. They are not going to |
| statements to a minimum, rather explain what | | | | take a lot of time making up their minds which |
| value and benefits they will derive vs. technically | | | | item to buy. Make your product easy for them to |
| oriented information. | | | | access where and when they are shopping and |
| Think about the people who shop. Today's | | | | have your product make the buying decision for |
| consumer is a moving target. You have market | | | | them. |
| trends, demographics and market niches that are | | | | 2nd: Convenience is mandatory. |
| continually evolving at any point in time. If you are | | | | Look at the success of Wal-Mart or Best Buy |
| not staying on top of these trends then your | | | | where you can access a myriad of products |
| product isn't "connecting" to them with the right | | | | under one roof. Today's consumer is looking for |
| message. That core "message" is one of the | | | | one stop shopping where they can the majority |
| most important attributes of your product | | | | of what they need in one place. Other growth |
| packaging. | | | | areas include convenience stores which are |
| An intrinsic message can be conveyed in a | | | | upgrading and expanding their quality and quantity |
| number of ways. You can make your product | | | | of products. |
| more appealing though a variety of package | | | | 3rd: KISS. Keep it simple stupid. |
| applications. Here are a few ideas to consider, | | | | The more complicated the decision making |
| compelling graphics, a complete family of | | | | process the more likely you will loose their |
| interrelated products, engaging lifestyle | | | | interest. It needs to be quick, simple and |
| photographs, clear and concise and short | | | | uncomplicated. |
| instructions and benefits driven statements. All of | | | | Last but not least-----give them a reason to buy. |
| which have a subtle "feel good" message for the | | | | What is this product going to do for them? In |
| consumer. It tells them what they need to know | | | | many cases They will even pay more if it solves |
| or provides information that "connects" them with | | | | a problem. |
| other satisfied buyers. | | | | Other "social" issues that can influence your |
| Were you aware that women either influence or | | | | package in include: |
| make the purchasing decision 85 percent of the | | | | Environmentally accountability or sustainability: |
| time? In some market sectors its more and in | | | | Green issues revolving around disposability, |
| some less, but over all its women that make the | | | | recyclability, and the latest hot button issue |
| primary purchasing decision. What is going to get | | | | bio-plastics or bio-resins. The environmental |
| her to buy your product? The answer is not what | | | | aspects of packaging are heating up. Every week |
| you might think. | | | | there are dozens of article pertaining to packaging |
| But consumer's goods companies are finally | | | | and the waste stream. |
| waking up to that fact. Unfortunately, its not as | | | | Packaging Innovation: |
| simple as just taking the man off the box and | | | | One major shift in consumer acceptance can |
| replacing it with a woman. Nor is it to use pink | | | | cause a landslide of new product innovations. |
| packaging or other feminine colors. . Did you know | | | | Companies are building entire brands around |
| that the number one color for packaging chosen | | | | environmentally friendly packaging and consumers |
| by women is blue followed closely by red? | | | | are waking up to the "garbage" problem. |
| So first, understand you need to connect with her | | | | Product security: |
| on an intrinsic level. Do you understand why she is | | | | Much of this packaging has come about for |
| making the purchase? Alternatively, you need to | | | | specific reasons: security, tamper evident, |
| know where she will be shopping. One thing is for | | | | counterfeiting and so on. If you cannot prove |
| sure, she will be in a hurry. Today's women are | | | | that, your product is secure and hasn't been |
| over worked, time crunched, and busy | | | | tampered with, look out. Consumers are getting |
| multitasking. How are you going to help her make | | | | more and more wary of where products come |
| an informed purchasing decision? Make it easy for | | | | from and how secure they remain though the |
| her to buy and easy to use and understand and | | | | manufacturing process. Look for many innovations |
| you will have a winner. | | | | that prevent counterfeiting, tampering, |
| Are you aware that the 50 + generation is the | | | | contaminating or any product degradation. |
| fastest and most affluent purchasing | | | | Under this category comes RFID applications and |
| demographic? | | | | tracking your products from the manufacturer to |
| Did you know that: | | | | the consumer. Believe it or not the media is |
| · Americans age 50-plus control $7 trillion, | | | | driving this. Too much packaging that's too hard |
| or 70% of all US wealth. | | | | to open. Consumer Reports just ran a spread in |
| · The 50-plus group brings in $2 trillion in | | | | March about the 5 most difficult to open |
| annual income that they want to and are willing to | | | | packages. (The Oyster Awards) And at |
| spend. | | | | Christmas time there are always scores of |
| · One baby boomer turns 50 every 8 | | | | articles about "wrap rage". So make sure the |
| seconds of every day. Do a little calculating here | | | | consumer can get in to the box and more |
| about this market size. Think of all the boomers | | | | importantly that it's not a negative experience in |
| that you know besides me. | | | | doing so. |
| · The most common phrase that seems | | | | So if you want to package products consumers |
| to satisfy everyone is "active adults." | | | | will buy keep theabove in mind and: |
| Do you know what they want in their product | | | | Look outside your industry for innovative |
| packaging? | | | | packaging ideas. |
| Whether you use the word, "boomer," "senior | | | | Don't become so "industry" focused that you |
| over 50," or "aging," this age group doesn't want | | | | overlook opportunities in other markets. |
| to be referred to as old. No "over the hill" context. | | | | Get grounded in hot consumer trends and |
| Use words that are not considered negative. In a | | | | understand what drives people to buy. |
| recent survey I conducted, the words "golden," | | | | Don't just package hype, package experiences. |
| "aging" and "elder" were disliked. | | | | Deliver value in the form of benefits consumers |
| Sell the 50 + generation the experience and the | | | | will derive from buying your product. |
| benefits that come in using your product or | | | | Keep current on who is buying what and where |
| service. Lifestyle issues are important. Boomers | | | | and don't rely on what worked in the past. |
| expect to live well and longer so conveying this in | | | | Lastly look at the package from the consumer's |
| your product will create relevance. | | | | perspective not the manufacturers. |
| And don't forget their eye sight issues too. Bigger | | | | Remember the package should be your first |
| type will satisfy them. As our population matures | | | | thought not your last. |
| manual dexterity in opening the product will also | | | | |