| Today's consumer is a moving target. Choosing | | | | up but make several trips a week and get just |
| the right consumer and the right demographic to | | | | what is needed at the moment at the most easily |
| target is an important decision. Monitoring what is | | | | accessible retail outlet. |
| hot and what's not can dramatically influence a | | | | EX: The grab and go cups of snack foods |
| package design's success or failure. Package | | | | convenience stores are now offering. This |
| design is an integral way to connect with your | | | | category did not exist a couple of years ago.6) |
| customer. But do you clearly understand the | | | | Keep pace with "hot button" packaging issues. |
| needs and wants of these elusive | | | | This includes legislation too. People do really care |
| markets?Understand the customer is critical. | | | | about the environment and the amount of excess |
| The problem today is that one package may not | | | | packaging. There is a move afoot to expand the |
| satisfy the needs and requirements of all | | | | number of vegetable-based plastic materials used |
| buyers.There are many niche markets out there | | | | in food packaging. If packaging consumers give |
| and each one requires specialized packaging. So if | | | | these products their endorsement, look for other |
| you are targeting one of those, do your research | | | | new products to surface. Legislation can change |
| first. What works for one target market may not | | | | packaging mandates overnight. There have been |
| work for another. So....1) Find out what package | | | | "bottle bills," surcharges and bans that prohibit the |
| attributes appeal to the customer you are | | | | use of certain packages. EX: Several fast food |
| targeting. If it is a harried homemaker shopping | | | | companies are test marketing corn-based plastic |
| for your product then convenience of use had | | | | packaging materials. Ex: Ban on juice boxes in |
| better be at the top of the list. Those over 50 | | | | Maine and aerosol cans in Chicago.7) Security in |
| are seeking convenience too but issues like the | | | | packaging is becoming increasingly important. This |
| size of print on the package and ease of use top | | | | will continue to come into focus as more people |
| their priority list. Make sure your package employs | | | | become concerned about product integrity. One |
| the characteristics that appeal to your target | | | | major security scare could force everyone to |
| market.2) Understand how the package will be | | | | change their packaging methods immediately. |
| used. Families no longer sit and eat a meal with | | | | Look for new tamper evident and security |
| everyone at the same time. There are special | | | | devices that can be incorporated into your |
| diet requirements or dieting in general in most | | | | packaging. Cost efficiencies are now making many |
| households. It's not uncommon to serve different | | | | of these devices more affordable and will soon |
| meals to different individuals. Package sizes will | | | | become mainstream.8) Competition of various |
| vary accordingly. EX: People who travel a lot buy | | | | packaging materials is increasing. From the imports |
| sample or trial size packages because they are | | | | that are readily available to the merger and |
| small and easy to deal with3) Know your | | | | acquisition mania that is taking place, keep current |
| customers current buying trends. Several years | | | | on your chain of supply globalization. Certain |
| ago, we went through the supersized phase. | | | | products such as plastic bags that used to be the |
| There are still a lot of supersized packages; | | | | mainstay of American manufacturing have now |
| however, buying trends are changing to smaller | | | | gone offshore. Ethic diversity both her and abroad |
| sizes in general. To package smaller does not | | | | is demanding that all packaging be multi-lingual and |
| mean less profit, in many cases it means more. | | | | people really don't care where the product |
| Consumers are willing to pay a premium for | | | | packaging is manufactured.9) External influence of |
| convenience, ease of use and a smaller quantity. | | | | power players. The big box retailers are driving |
| Remember the three premium baking potatoes in | | | | packaging procedures and policies at retail. |
| a package cost almost the price of a 5 lb bag. If | | | | Mandates from these companies such as RFID |
| you live with just one other person, do you really | | | | tracking are in their infancy. This type of |
| need 5 lbs of potatoes?4) Keep abreast of new | | | | requirement could become mandatory overnight. |
| packaging technologies. Creative, new products | | | | If you want to do business with companies such |
| have the advantage in the marketing world even | | | | as Home Depot and Wal-Mart, you will need to |
| if their technology is not new. Several years ago, | | | | include the design and selection of your packaging |
| Metedent took the world by storm with the duel | | | | materials as per their demands and others will |
| aperture dispensing mechanism. Recently hosts of | | | | follow suit.Remember, the customer depends |
| new cleaning products have revived interest in | | | | upon you, the designer, as a resource. They |
| this type of dispensing. Look for innovate ways to | | | | expect you to keep up with packaging trends and |
| combine two products into one package.5) Watch | | | | technologies and provide the latest and greatest |
| where people shop. There is a shift from | | | | innovations the industry has to offer. If you |
| traditional retailers to new and innovative store | | | | cannot connect with the consumer through |
| formats. The convenience store, once considered | | | | package design, do not expect your products to |
| a low-end marketer, has now transitioned into | | | | fly off the shelf.Got packaging problems? I can |
| store that provides premium products at a | | | | help. Packaging problems are solved like magic |
| premium price. This evolved from the hurry up | | | | when you work with the Diva. I teach you how |
| and go mindset demonstrated in today's shopping | | | | to package products consumers will buy. Get |
| habits. Recent studies are showing that | | | | advice from the top expert in consumer |
| consumers no longer make one big trip and stock | | | | packaging. |