| Hey branders, marketers, product development | | | | even consider buying it. Use features that will |
| managers and packaging pros. It's time to step up | | | | capture their interest in seconds because that's all |
| to the plate with your product packaging. | | | | the time you are going to get before they move |
| Mainstream advertising is losing ground. No one is | | | | on. |
| paying attention to it any more. That puts | | | | Another "feeling" word that conveys a strong and |
| packaging in line to take its place and capture the | | | | compelling brand is TRUST. You must create a |
| consumer's attention and get up close and | | | | place where people look for information and feel |
| personal. | | | | more secure doing so. It's important to |
| So what are you waiting for? | | | | understand the strength behind the brand and |
| Over the last several months, I have shared with | | | | why people turn to it for a sense of security and |
| you in my articles the reasons that it is | | | | information. So what about your product |
| imperative for packaging to positioned at the right | | | | packaging conveys the experience that |
| place at the right time.o "Retail's First Moment of | | | | consumers can trust your brand? |
| Truth: The Package"o "How To Make Your | | | | Regardless of the reason a consumer may be in |
| Product Packaging Newsworthy"o "It's Easy Being | | | | the store or looking at your product, introduce |
| Green - Packaging Your "Green" Brand"o | | | | them to a "lifestyle" experience . . . trust, security, |
| "Launching a Brand at the Super Bowl With | | | | necessity or even peace of mind. Your package |
| Dreadful Packaging" | | | | presence needs to call out "Buy Me" because I |
| Now, it's your job to make your packaging work | | | | provide the experience of all of the above |
| for your brand and your company. | | | | emotions. |
| So what constitutes compelling packaging brand? | | | | Product branding is a powerful influence on |
| How "connected" are you to your consumer? | | | | everyone. It's important to understand the |
| Here are a few emotion descriptors that your | | | | strength behind the brand and why people turn to |
| package must convey. Does your packaging | | | | it for a sense of happiness, satisfaction, security |
| Engage, Evoke, and Engross the consumer? | | | | and information. The best of all brands cross |
| Let's look first at ENGAGE: to attract and hold by | | | | gender, ethnicity and age demographics. That is to |
| influence or power. Can you say that about your | | | | say that everyone will recognize and identify with |
| product packaging? Or is your product packaging | | | | the brand. In my presentation "Does You |
| just the opposite? Boring! | | | | Packaging Speak Human" I spoke about "Universal |
| Think about what you can do to improve the | | | | Truths" in packaging that cross these boundaries |
| odds that your package will engage a consumer: | | | | also. |
| Colors, features, shapes, value and benefits are all | | | | If you have to pick one, the best single word |
| ways to reach out with your package. | | | | emotional response you can give to the brand is |
| EVOKE: To call forth or call up as in evoking | | | | "ENGAGE." People are connected to the brand at |
| memories. What about your package will make | | | | all levels. That is a great position to be allied with. |
| the consumer recall a successful or enjoyable | | | | So that's what you need to do with your product |
| product experience? How can you make them | | | | packaging. You have the brand statement behind |
| remember that they were satisfied in buying your | | | | you now you need to "ENGAGE" the consumer. |
| product? In case they haven't purchased before, | | | | When you capture the power of the package |
| what is going to "connect" them to your product | | | | people will integrate your product into their |
| on your package? What is so special about your | | | | everyday life. They will not just turn to it as a |
| package that they have to take a closer look? | | | | convenience but as a necessity for comfortable |
| ENGROSS: To engage the whole attention of (and | | | | living. So create your own story through powerful |
| that's the key point). You have to get their | | | | product packaging. |
| attention to pick up our product before they can | | | | |