13 spook-tacular candy packages for Halloween

Clever graphics on stand-up pouches—along with traditional characters and color schemes—are helping to sell Halloween candy to a most-receptive audience. Americans are expected to spend a whopping $2.6 billion (with a B!) on candy for this year’s holiday, according to the National Confectioners Assn.

A recent visit to a local Walmart superstore unearthed a bevy of bags and boxes—adorned with witches, zombies and monsters, oh my!—that are a real treat for the gremlins ringing doorbells on Saturday.

Among the notable Halloween candy packaging trends I see:

• The majority of secondary packages are flexible bags or pouches—with more stand-up pouches than I ever remember seeing before (gotta love that vertical display!). There were only a couple cartons and other rigid packages in an entire aisle of offerings. (As you may know, flexible packaging can be difficult to photograph sometimes. My apologies if the images aren’t the best.)

• A lot of clear windows show the inner beauty of the primary packs, many of which have matching or complementary graphics.

• Faces looking at you make you look at them. Eyes, in particular, draw consumers’ attention to many of these products.

• Traditional orange and black colors are prevalent—making these packages fade a bit in a sea of sameness.

• A handful of products created “fall” graphics rather than Halloween-specific images, perhaps to help extend the selling period past Oct. 31.

• All of the Halloween candy in the aisle at this Walmart store was shipped in retail-ready displays (see below). This makes the shelves easy to stock and presents an organized look, but the edges and bottoms of the cases hid a bit too much of the bags, pouches and cartons—taking away from their shelf impact. Also, removing the package wasn’t always easy.

Take a look…if you dare…

First up…

 

Mouths to feed

Betty Crocker fruit snacks (see image above) use a traditional jack-o-lantern smile to show the special Spooky Shapes of the candies. The paperboard carton screams “Halloween” (literally, through the main text, as well as with the images). Do we really need the tag line “Great for Trick-or-Treating and Halloween parties!”? Graphics are designed for horizontal or vertical display in stores (see below).

 

Are you like me and like to buy variety packs for Halloween? The open mouths of these monsters show what delicious candy is inside from The Hershey Co., along with the brand logos plastered on the top of the pouch. From ghosts to witches and (not shown) mummies, the fun characters engage well on these flat-bottom stand-up pouches. It’s hard to tell from these examples, but it looks like the color scheme of the outer pouch reflects some of the colors of the inner snack packs.

 

NEXT: Variety show

Source Article from http://www.packagingdigest.com/packaging-design/13-spook-tacular-candy-packages-halloween

Flexible packaging kit combats childhood diarrhea in developing countries

Amcor Flexibles and ColaLife, a charity in the United Kingdom, have partnered to create the Kit Yamoyo that’s designed to counter childhood diarrhea in developing countries.

 

Flexible packaging provides a life-saving opportunity when it’s packed with all the necessary ingredients to treat diarrhea. The Zambian Ministry of Health has ordered approximately 452,000 kits to distribute to some of the most remote, high-risk areas of the country, according to ColaLife. Currently, the first 30,000 kits are being distributed and are being manufactured locally in Zambia. A distribution agreement was signed between ColaLife’s partners Keeper Zambia Foundation (KZF) and Medical Stores Ltd.

The Kit Yamoyo is recommended to treat diarrhea with oral rehydration salts (ORS) and zinc, according to ColaLife. The lightweight flexpack offers a measure for the water required to make up each of the four, 200ml sachets of ORS packed within, which is essential in rural African households since many rarely have measuring tools.

“Working closely with our packaging partner Amcor Flexibles, we came up with a way to keep the important functionality and attractiveness of our original trial package while ensuring that the kit comes at a cost that won’t require subsidy,” says Simon Berry, co-founder of ColaLife. “Then Amcor offered the first 870,000 Flexi-packs as a donation – a saving we’ve passed on to our local manufacturer and ultimately the customer.”

Key packaging aspects include that the see-through pack reveals the printed leaflet inside and that the pack lays flat, improving supply chain efficiency—and makes it easier for retailers to transport by bike.

 

Read the full article at Pharmaceutical & Medical Packaging News.

 ___________________________________________________________________________________

Passionate about packaging? Learn about the latest developments in packaging innovation at SouthPack 2015, Nov. 18-19, in Orlando, FL.

 ___________________________________________________________________________________

 

Source Article from http://www.packagingdigest.com/flexible-packaging/flexible-pkg-kit-combats-childhood-diarrhea-developing-countries-1510

A clearer path to food safety compliance

A range of industry factors have led to the point that independent food safety audits are now a normal and necessary component within the food supply chain. Food safety packaging expert Gary Kestenbaum provides guidance.

 

Regardless of risk level or food contact status, businesses that provide non-comestible goods and services in support of the food industry including  packaging, equipment, utensils, storage,  transportation and related services  are likely to be required by customers to participate in food safety program awareness and prevention evaluation. Manufacturers and suppliers are best positioned to respond appropriately and calmly when food safety-related objectives are understood and anticipated in advance of partner requests for proof of action and compliance.   

Overview

Increasingly, businesses involved in every facet of the food industry are being required to provide proof of food safety, understanding, compliance and “suitability.”  Clients are likely to define adequate proof or evidence as compliance with thresholds and expectations that they have implemented as standards for their business or industry. Clients use various strategies and processes to develop and set supply chain partner food safety program  standards  and expectations. Recipients of such requirements should presume that the client  has invested significant money and resources (internal and external) into  development and implementation of its food safety program  prior to onboarding and implementation.

The term “suitability” may be objectively and subjectively defined by the client.  Clients are keenly interested in supply-chain partner product suitability, use suitability as per government and industry guidelines and regulations, manufacturing facility suitability, procurement process suitability and so forth. Presume that “suitability” relates to broad, important criteria defined by the client, the client’s advisors or an entity within the client’s supply chain.

A range of factors including the impacts of the Food Safety Modernization Act (FSMA), enhancement of FDA involvement, consumer awareness and related initiatives by the Global Food Safety Initiative (GFSI) or organizations with similar intent contribute to a global understanding that independent food safety audits and compliance verification are now a normal and necessary component within the food supply chain. This applies to comestibles and non-comestibles alike.

Depending upon many circumstances including risk level, business decisions, practicality and other relevant criteria, the client mandate for proof or evidence of program compliance and product/service suitability may or may not be negotiable. Regardless, understand the general client objective. The client is applying self-determined, focused criteria to assess the food safety and suitability risks and related control program status of its supply-chain partners.  Processes for performing assessments vary, but objectives align. Clients begin the supply chain integrity protection process by obtaining a functional overview and summary of supplier/vendor/service provider understanding, preparedness, practices, risk potential and related food safety control.

Balanced and cordial relationships between supply chain partners on the subject of food safety are best maintained via consistent in-person communication with key food safety or quality department stakeholders and champions from each organization. Those conversations will help all involved parties to more fully understand how and why client-defined compliance criteria were chosen.  In any event, everyone servicing the food industry should anticipate being targeted on some level for a qualitative food safety preparedness evaluation

Readers will be best equipped to respond to and prepare for food safety-related analyses when they understand the purpose, objectives and benefits of industry-standard evaluation methodologies.

Typical techniques for assessing food safety and suitability status  

Expect clients, supply-chain partners or their representatives to communicate with you as they attempt to initiate their version of a food safety facility,  process and component assessment. The assessment may be performed directly by the client, or in many cases, delegated to an independent representative, firm or consultant.  Initial or otherwise, communications are intended to:

  • Inform the recipient of the client food safety target objectives;
  • Inform the recipient of client process, procedures and requirements;
  • Request specific information, activity and conformance by the recipient; and
  • Require the recipient to perform, schedule or submit to specified action or interaction.

The commonality of the above actions and objectives is that  it functions as a method to assemble, disclose and disseminate information specific to the targeted partner and, likely, one or more of its processes, personnel and facilities.

Technique 1:  Food safety assessment

Often times, the client or partner will initiate this process by asking for a food safety assessment. The initiator of this request may suggest that the recipient self-assess its  process, product and facility, or alternately, may ask that an assessment be prepared or provided by a specified person or entity.

One might compare a food safety assessment to the lengthy and comprehensive questionnaire a patient is required to complete in advance of an initial physician office visit and prior to a physical examination.

Consider that the client, partner or requestor is providing the recipient with a statement of objective, which, generally, is the necessity to control the safety, suitability and consistency of food –related materials, products and services.  In order to accomplish that objective, the recipient is asked to complete a self-assessment questionnaire and disclosure document.  Part of the process often includes a request to provide related first, second or third party disclosure documents and certifications intended to function as evidence of food safety understating, risk control and preparedness.

Most questionnaires will address type of certifications available and the certifying authorities, the extent of the food safety program and level in effect, the age of the facility and whether or not it has recently undergone a food safety audit, the extent to which the facility can verify the purity and suitability of its raw materials and many other relevant data, all of which will indicate just how prepared the facility is to meet client expectations. Be assured that if the questionnaire is not fully or adequately completed, or if requested ancillary documents are not provided, it acts as evidence that the supplier is not prepared or willing to meet client food safety expectations or requirements due to gaps in control and verification.

In Part 2 next week, we will explore and describe food and packaging safety audits and evaluations. 

Gary Kestenbaum has 40 years’ experience in the food and packaging industries, six as a supplier with National Starch, 18 as a product developer with General/Kraft Foods and 15 as a packaging engineer and developer with Kraft. As senior food packaging safety consultant with EHA Consulting Group, Kestenbaum provides guidance on packaging safety and suitability-related projects for raw material manufacturers, converters and associated supporting professionals. He can be reached at gkestenbaum@ehagroup.com or 410-484-9133. The website is www.ehagroup.com.

 

 ___________________________________________________________________________________

Passionate about packaging? Learn about the latest developments in packaging innovation at SouthPack 2015, Nov. 18-19, in Orlando, FL.

 ___________________________________________________________________________________

Source Article from http://www.packagingdigest.com/food-safety/clearer-path-anticipating-food-safety-action-compliance-1

Smart label secures Fresh & Easy seafood safety

Retailer chain Fresh & Easy’s branded seafood packaging carries a Fresh Meter time-temperature-indicator (TTI) label that, activated inline during packaging, provides assurance of high-quality, safe foods from store to home.

 

In recognizing October as National Seafood Month, it’s appropriate to celebrate it Packaging Digest style by highlighting a smart packaging-driven development that also encompasses the crucial topic of food safety.

Fresh & Easy, based in Torrance, CA, is a retail grocery chain in the western U.S. that operates 97 stores in the Los Angeles, Las Vegas and Phoenix areas. It has recently boosted the food safety of its packaged seafood in a consumer-friendly way: All of its stores sell seafood labeled with a “Fresh Meter” time-temperature indicator from Bizerba USA to ensure the delivery of safe products on shelf and into consumers’ homes.

“Fresh and Easy has always carried a great assortment of fresh and previously frozen, responsibly sourced seafood from the best fishmongers,” says Matthew Lovell, brand development, Fresh & Easy. “Our seafood vendors worked hand in hand with us to develop the Fresh Meter as they also see it as a great way to communicate freshness and quality to our customers.  The application of the Fresh Meter has been automated as well (vs. the old TTI) saving time in production.”

Two processors, Santa Monica Seafood and Pacific American Fish Co. (PAFCO), provide the retail chain with the packaged Fresh Meter-labeled fish. PAFCO’s website even includes this web page that explains the use of modified-atmosphere packaging and the Fresh Meter indicator.

The Fresh Meter is only as accurate as that of the research on the product side to determine the quality shelf life of the different species and products in the program. Fresh & Easy’s research was conducted by its own food safety scientists and at Bizerba’s laboratory in Germany that together was coordinated with the two seafood vendors.

“They worked through extensive validation to ensure the Fresh Meter met the FDA Seafood HACCP regulations for modified atmosphere packaged fish and customer acceptance of the label design,” says Lovell. “This partnership led to a new, novel printing process for the label and opened the possibilities of new fresh foods utilizing the Fresh Meter.”

The 4-foot-wide seafood display at a Fresh & Easy store that features the Fresh Meter-labeled products.

 

How it works: Activated inline

 

Fresh Meter is a branded application of Bizerba’s “OnVu” technology that uses “intelligent” temperature-sensitive ink to print the dynamic indicator. The specialty ink comprises the bulls-eye on the Fresh Meter label that’s surrounded by an outer ring printed in regular ink that serves as the standard. The preprinted labels are provided to the processing and packaging plant and are activated inline after tray sealing. That’s done by a specialized, microwave-oven sized activator/labeler near the end of the processor’s packaging line that activates the Smart Meter using ultraviolet light. When activated, the Fresh Meter indicator’s dynamic inner circle turns bright blue and immediately begins sensing the temperature of the products over time. Consumers can compare that dynamic center circle to the surrounding static-color ring; the latter is printed blue to gray to know when the seafood is fresh (blue) and when it is not (gray).

Bizerba reports that the custom system can apply the Fresh Meter at rates to 120 labels per minute. The implementation of the automatic inline activation and application of the Fresh Meter label was made in June.

The entire process begins with the quality of the fresh seafood.

“Our vendors select sustainably sourced, excellent quality seafood,” says Lovell. “The seafood makes it from their highly skilled fish cutters tables to our stores in about 48 hours.  This is faster and fresher than you will find at any grocery fish counter.  We use modified atmosphere packaging, which keeps the fish fresher, longer.  Our quality and value for seafood is excellent.”

Education also plays a key role in the program’s success.

 

Next: More details including education

Source Article from http://www.packagingdigest.com/smart-packaging/smart-label-secures-fresh-easy-seafood-safety-1510

Neurodesign: The new frontier of packaging and product design

What are the most important insights from cognitive neurosciences that a packaging designer should take into consideration to create more effective packages? Here are three tips.

 

By Alberto Gallace

What does make a package really stand out from the crowd? What materials should be used to elicit certain behaviors, perceptions and emotions in the consumer? How can a container affect our evaluation of its contents? How can a package contribute to brand loyalty?

The newborn field of “neurodesign” now tries to provide answers to these and more questions, exploiting our knowledge on the functioning of the human brain for the design of more effective products and packaging.

In the last few decades, cognitive neuroscience has made big progresses in the study of the human mind and of the principles that concur to determine our behavior. Not surprisingly, this knowledge has rapidly spread towards many other study fields, from economics to engineering and marketing, leading to new brand disciplines, such as neuroeconomics and neuromarketing.

The main idea in support of this trend is that, whenever there is a human user who interacts with a product, service or object, it is vital to understand how his/her brain responds to such situation. This helps us create better and more intuitive interactions and experiences.

Neuroscience now shows something that some intuitive designers, product engineers and marketers have sensed a long time ago. That is, asking the user/consumer about his/her opinions or ideas regarding a product is often misleading.

By contrast, as put by Forbes a few years ago: “Brain waves don’t lie.” Classic knowledge acquisition processes—through focus groups and questionnaires alone—often miss the target of providing important information about what is vital for a given design, with potentially deleterious consequences for the human and financial investments involved. People, being designers or not, often do not know why they like a given object and, even when they seem to know, their knowledge is not necessarily relevant for the design of a product.

When consumers say something like: “I believe that this aspect is fundamental for my decision to buy this product” or “I think that this design feature is the one that determines the most my opinion on this product/packaging,” one can be sure that that is necessarily not what really drives their final behavior.

Every neuroscientist can tell that our brain knows more than we do. That is, most of the time, our conscious reports do not correspond to the criteria used by our brain to make decisions. Note in fact that, out of the mass of information that hit our senses, only a small part enters our consciousness, but a relevant part of the rest is still processed and stored!

For long, it has seemed that design remained immune from this “neuro” wave. After all, isn’t design mainly about intuition, creativity and craftsman skills?

Using scientific data to drive the design process might sound to many experts as somehow incompatible with these aspects. However, the fast development and big competition in this field, cries for new solutions to be considered. Pairing brilliant intuitions with scientific data on human behavior can certainly offer some help in that direction. After all, every good designer knows well that design is about objects and about people. Why then should one not work more on the second element of the equation, given that we have the proper technology and knowledge to do so effectively?

Neurodesign is addressed at identifying design aspects of physical or virtual objects/environments that our brains naturally find more appealing. It can be considered part of the “neuroesthetics,” the discipline that studies the neural mechanisms of our aesthetic evaluations.

Research in this field has unveiled for the first time what are the brain areas responsible for the perception of pleasure and beauty. In particular, the activation of brain centers, such as the orbitofrontal cortex, indicates the engagement of the human reward system, the neural system that motivates us to take action to achieve goals or get reinforcements.

Interestingly, the more this system is active, the more we are willing to pay a higher price to buy a product.

Translated into a design language, this means that a successful product or package is likely the one that activates the most such brain network. It is relevant to note here, that packaging should be considered as an important part of the whole product experience, given that content and container are rarely processed independently by the brain. Indeed, cognitive neuroscience clearly shows that our perception is always determined by the whole context where the stimuli occur. Not surprisingly then, packaging design is now getting more attention than ever before.

Successful products are now packaged into containers that have their own beauty (also thanks to the use of new technologies, such as tactile inks); a trend that reached a point where people tend to keep the package instead of dispose of it! 

Looking for the activation of pleasure centers in the brain cannot be the sole goal for successful design, though. The aims of a package are many; sometime a packager simply needs to create a good “grip,”, or an “easy-to-stock” shape. In other cases, the design of a package should also provide information about its contents (especially when access to the contents prior to purchase is not allowed). But how do we elicit the perception of luxury, of solidity, of reliability, of robustness, of trustworthiness, throughout a package?

That is certainly not just about pleasure and/or the activation of the orbitofrontal cortex. However, all of these mentioned aspects are just perceptions and, as such, they are determined by the functioning of certain brain mechanisms.

In this scenario, neurosciences can provide the techniques and knowledge that can help to find the most suitable targets (the features that concur to determine specific behaviors or reactions in the user) for design. This can be achieved, without even the need to ask people about their opinions or beliefs (although a serious approach should also consider these aspects). By knowing the mechanisms involved in human behavior, we can anticipate the consumer reactions and create a successful package or product.

What are then the most important insights from cognitive neurosciences that a packaging designer should take into consideration? Of course, it would be impossible to summarize years of applied neuroscientific research in a few lines, but some key principles may become useful.     

 

Click “Next” to read the three tips, starting with #1. Perception is always multisensory

Source Article from http://www.packagingdigest.com/packaging-design/neurodesign-the-new-frontier-of-packaging-and-product-design1510

Are seniors top of mind when you design your packages?

When it comes to packaging that addresses their specific needs, especially around readability, seniors have friends and foes. Considering that people over the age of 60 will be the fastest-growing consumer group for the rest of this century, according to A.T. Kearney’s Global Maturing Consumer study, it’s surprising that pleasing this powerful buying group isn’t on every packaging designer’s To Do list.

In an online poll in September 2015, Packaging Digest asked packaging professionals “In general, do you consider the needs of seniors when designing your packages?” While the overall numbers seemed to be in line with what you might expect—39% of respondents Always or Usually consider seniors’ needs, 24% Sometimes do, 28% Seldom or Never do and only 9% said they Don’t Know—the results were interesting when broken down by markets segments.

On the up side, two thirds of respondents in the Personal Care/Cosmetics markets indicate they Always or Usually consider seniors’ needs, and the remaining third say they Sometimes do. All respondents from this market segment are aware and try to accommodate the packaging needs of the elderly—A+ for them!—because, as one Personal Care/Cosmetics person states, “If a senior can’t read a label, they generally won’t buy the item.”

Respondents in the prescription and over-the-counter Pharmaceutical market are also almost two-thirds positive, with 63% answering Always or Usually. Sometimes and Never/Don’t Know is equally split at 18% each.

Pharmaceutical respondents are well aware of the benefits of catering to the older population, as well as the risks. “They make up the majority of our customers,” says one participant. Another one writes, “They are a large part of the population with great buying power.”

In a more neutral position, our Food/Beverage industry respondents sit mostly in the Sometimes spot, with 58% choosing this option. The positive end of the spectrum is a weightier than the negative end, with 29% selecting Always or Usually and just 18% picking Seldom or Never.

But sometimes a designer’s options are limited by available packaging technology, as this participant explains: “Many times our designs incorporate graphic features for the elderly by default. That is, larger type fonts are used because the flexographic print process has some size restrictions. Those sizes are being reduced though because of the better presses.”

Other times, even if seniors regularly buy the product, designers are told to go in a different direction. “Really is a spec from marketing and the new wave is to attract millennials,” says a Beverage packaging professional. And this Food respondent says, “Most of the packaging we design for is targeting a younger demographic.”

On the down side, 50% of respondents in three markets—Medical Devices/Supplies, Household Products and Electronics—Seldom or Never consider the needs of the elderly when designing their packages.

Why not? The reasons range from lame to legitimate.

“Never thought of it before,” says one poll participant in the Medical segment. Another Medical participant writes that a “large font can take away from aesthetically pleasing packaging design.” A third Medical-related poll taker admits, “Regulatory requirements can take priority and conflict with considerations for elderly consumers ease-of-use needs.”

A respondent in Household Products explains that there is “not enough space for larger print,” a point Packaging Digest explored in the article “Small packs that talk big come to the aid of seniors,” which focused specifically on the readability of packages, since this is a major point of contention with this age group.

Our exclusive poll explored the readability issue, too.

Unfortunately, older consumers will need to keep their bifocals or magnifying glass handy because the top pick, at 38%, is “Not addressing this issue.”

Say what?!

Again, a closer look market by market is revealing. Of our respondents, 75% of those in Household Products say they are not addressing this issue. Next down on the list, at 67%, are those in the Medical Devices/Supplies market, followed by participants in the Beverage business at 50%.

The only market where zero respondents said they were not addressing this issue is Electronics, which is somewhat surprising since the majority of buyers of laptops, smartphones and other tech devices are probably well shy of being eligible for an AARP membership. But the percentage of respondents saying they work in Electronics was pretty low at 9% (see “Respondents” chart at the end of the article).

For this question, people could select more than one choice, so the total exceeds 100%. The next highest option, at 34% is “Using less text, but larger.” As this Food respondent says, “Most graphic artists are young and have great eyesight. While they can read a 6-point font, most older people cannot. This could be anyone in their 30s, 40s or 50s.” This same participant points out that readability isn’t just about size. ”While the font size is an issue, there is also the issue of contrast—having too similar colors as a font and background that is just not readable.”

It’s a good point to make, that people over 60 aren’t the only ones straining to read text on a package. “We have some over 45s on our staff and they always say ‘I can’t see it!’” says this Pharmaceutical packaging professional. This respondent in the Electronics field agrees, “There are many individuals who have visual impairments and I would like to think that we strive to serve everyone to the best of our ability.”

The good news is that solutions abound, including two more that were on our list of choices.

About a fifth (18%) selected “Using multi-ply labels for additional surfaces” and just 8% chose “Using a package that is larger than needed for the product.” That is just what this Electronics respondent admits: “Many times we package the product in a box or plastic container to provide more space for valuable information to be printed on.”

Making packages easier to read can be accomplished many ways, including a combination of solutions. This Pharmaceutical participant describes that they are “using a multi-panel label with multiple pages and large text.” Another Pharmaceutical survey taker writes in an option—often used now in this age of ubiquitous smartphones and internet access—that wasn’t in our list: “Product inserts and references to website directions as well.”

As many package developers know, packages that are easy for older consumers to handle and read often appeal just as well to other demographics. What’s good for them is good for others.

So, why should you keep seniors top of mind when creating your packaging? “Because we want everyone to be able to use our products,” says this Electronics packaging professional.

 

____________________________________________________________________________________

Passionate about packaging design? Learn about the latest developments in packaging innovation at SouthPack 2015, Nov. 18-19, in Orlando, FL.

____________________________________________________________________________________

Source Article from http://www.packagingdigest.com/packaging-design/are-seniors-top-of-mind-when-you-design-your-packages1510

Quick-change case taper also creates easy-open feature

With the new Folded-Edge Technology, this tape sealer automatically creates an easy-open feature so cases can be opened without a knife or other potentially dangerous cutting tool. As seen in the video above, which was shot at Pack Expo Las Vegas 2015, both horizontal edges of the tape are folded over to create mini flaps on both sides of the tape along the length of the case. Users can pull up on either of the flaps to rip off the tape and gain access to the inside without any damage to the contents. No special tape is needed and the seal remains secure throughout distribution.

Additionally, with the two-part PrimeLoc tape applicator—which can be retrofit onto existing case sealers—users can quickly and easily swap out tape heads on ShurSeal case sealers when the roll runs down and needs to be replaced. Changeover can be done in 10 seconds or less by simply replacing the tape head on the machine with a second one that has been pre-threaded with a new roll.

In the second part of the 1-minute video, Shurtape’s packaging market manager Bill DeWitt demonstrates how easy it is to swap out the tape heads.

Source Article from http://www.packagingdigest.com/sealers/quick-change-case-taper-also-creates-easy-open-feature1510

3 ways to connect with consumers using socially and emotionally engaging brand packaging

By Lisa Baer

How can you create packaging that engages consumers emotionally, especially through social media? S.W.I.M. (Savvy Women in Marketing) founder Ann Hoeger and I hosted an Influencer Salon in early October with some of Chicago’s top executives in branding and packaging to discuss their ideas on engaging consumers through virtual touch and sight. During this curated discussion we covered innovative ideas and emerging trends, along with sharing and learning from a peer group of experienced and talented senior industry executives.

Here are three takeaways from the “Brand Packaging that is Socially and Emotionally Engaging” Influencer Salon:

 

1. Cause marketing with customized product and digital packaging

The first example we discussed was the Doritos campaign entitled #BOLDANDBETTER. This recent campaign was a partnership in support of the non-profit It Gets Better Project. The organization’s mission is to communicate to lesbian, gay, bisexual and transgender (LGBT) youth around the world that acceptance in the world gets better, and to create and inspire the changes needed to make it better for them.

The integrated campaign was an innovative example of cause marketing that resonated across social media and demonstrated that social good is important to consumers. The campaign also highlighted a few trends:

Ecommerce: The campaign, which launched on social media and shipped bags direct to consumers after they made a donation, was a clever way for Doritos to test ecommerce waters. This unique, limited-time offering for a $10 donation did not disrupt the company’s in-store business. The Doritos chips were in a custom color mix of purple, blue, green, original Doritos color yellow and red, and were packaged in a custom white bag with a bold rainbow (see photo above).

Digital Printing: The differentiating design of the packaging was discussed as a potentially high performer on the retail shelf, too, (if offered in stores) as the striking white and bold rainbow graphics could potentially make an impact on shelf. This packaging was also a powerful example of the advancements and new marketing opportunities that digital printing provides consumer product marketers.

Cause Marketing: This integrated campaign was an impressive example of cause marketing that resonated across social media and ultimately drove brand sales by selling out in about two days.

 

NEXT: Packaging that impacts subscription services

Source Article from http://www.packagingdigest.com/packaging-design/3-ways-connect-consumers-using-socially-and-emotionally-engaging-brand-packaging

Beer packaging celebrates Octoberfest with colorful diversity

Besides cool weather, playoff baseball, football and colorful leaves, fall also brings a full-on display of seasonal packaging to beer aisles.

 

Fall is my favorite season, with cooler weather, football and those oh-so-amazing tree colors. It’s also a time for Octoberfest and a related slew of seasonal offerings from brewers large and small. With that in mind, we paid a visit to two chains, one a local outlet of Binny’s Beverage Depot, a chain of 30 superstores in the Chicago area that boasts a wide selection of beverages of all types, and the other a Hy-Vee Store in eastern Iowa. Our tour of the beer aisles uncovered these notable packages among the visual highlights that say “fall is here” using appropriate colors, copy and packaging design cues like yellow leaves and orange pumpkins.

 

First and center of target in this seasonal market is Octoberfest itself, an annual celebration that originated in Germany. The 16-day festival that starts in mid or late September and runs through the first weekend in October. A large number of packaged brews played on that theme, starting with this brew from Oktoberfest’s home turf, Warsteiner. The classy, atypical color scheme uses a gold and blue diamond pattern on bottle, carton and case packaging design that stands out among the brews we sampled visually.

 

Fall assortment packs are, of course, all the rage. For example, Samuel Adams provides a more conventional approach in a multiflavor Fall Variety Pack printed in autumnal oranges and yellows along with a Sam Adams blue. The 2015 pack includes a new style, Hoppy Red, alongside Samuel Adams stalwarts such as Boston Lager, Harvest Pumpkin Ale and, of course, OctoberFest.

 

Another sampler pack is represented by Traveler Beer Co.’s Burlington, VT, Fall Expedition bottled 12-pack of flavored shandies that uses strong fall colors to cue the trio of varieties in graphic representation, only one of which is actually autumnal: A lemon, a pumpkin and an orange. Another distinction is that the pack uses an unusual asymmetric product count in a bow to the season: 6 of the pumpkin and three each of the others.

If we can add a bit of a seasonal throwback: The Huffington Post recently named Curious Traveler Lemon Shandy as the best summer shandy.

 

 

Speaking of shandies: Harvest Patch from Leinie’s offers a whole new angle on multipacks…

Source Article from http://www.packagingdigest.com/beverage-packaging/beer-packaging-celebrates-octoberfest-colorful-diversity1510

3D-printing expert shares packaging insights

A 3D-printing expert discusses the packaging-specific uses and benefits of using the technology in this Packaging Digest exclusive.

 

Paul Pavolich is vice president of Printing 3D Parts, Inc., a  three-year-old company based in Youngstown, OH. He is also a retired engineering manager from the automotive industry who has been involved in 3D printing since the mid-1980s. Pavolich shares his expertise and advice about 3D printing particularly for packaging applications in this Q&A.

 

Describe your company’s involvement in 3D printing.

Palovich: Printing 3D Parts, Inc. got its start more than three years ago when we began investigating the use of 3D printing technology in the packaging industry. As owner of Meridian Arts & Graphics, Ted Webb, co-owner of Printing 3D Parts, Inc., has been in the prepress and plate making business for more than 25 years.

Other industries, especially automotive, have been using 3D technology for rapid prototypes for more than 30 years. We realized the advantages of 3D printing for rapid container prototypes are not being utilized in the packaging industry.

It is paramount, however, that the 3D printed rapid prototype be an accurate representation of the container that will finally be in high volume production. We felt the textured parts printed with the tabletop 3D printers are more like trinkets than accurate prototypes. It took us more than a year to find the 3D printer that would meet our stringent requirements of part quality.

Finally, for complete concept visualization of a production container, Printing 3D Parts, Inc. applies a label with full color graphics and text.

 

What can you say about the 3D printers and polymers that your company uses?

Palovich: I am able to identify the technologies used, but not the specific names and models of our equipment. We have a robotic arm 3D scanner, a Fused Deposition Modeling (FDM) 3D printer and a Multi Jet Printer (MJP) 3D printer, a label printer and a label application device. All equipment was installed more than a year ago.

Printed part quality was the major driver in the selection of the equipment purchased…namely the smoothness of the surface, dimensional accuracy and precision. Once labeled, most customers don’t realize our prototypes aren’t production containers until they hold them.

The 3D printed prototypes are made from an ABS [acrylonitrile butadiene styrene]-like plastic that can be painted, dyed or chrome plated. We chose this material for its rigid, stable and thermal-resistant properties.

 A 3D printed and labeled cookie tin.

 

How has your company leveraged the technology?

Palovich: 3D printing is one of three technologies we have integrated to provide a rapid prototyping service to our customers. Printing 3D Parts, Inc. has the 3D scanning and 3D-printing technologies to create a rapid prototype of a concept container in weeks instead of months, with full color graphics and text…and without any tooling cost. A CAD file of the concept container/package is all that is needed.

However, if a CAD file does not exist, a 3D scan of an existing container can be made and modified to the customer’s specifications.

For complete concept visualization of an actual printed container/package, a full color shrink-wrapped label of our customer’s artwork can be applied to the 3D-printed prototype.

Any necessary design revisions can be made and incorporated in the next 3D-printed prototype. 

 

How would you characterize the interest in 3D printing relative to packaging?

Palovich: The packaging industry hasn’t embraced the full benefits of 3D printing technologies as much as other industries have. We believe more education is needed so decision makers can understand the added value.

 

Next: Value, misconceptions and advice…

Source Article from http://www.packagingdigest.com/digital-printing/3d-printing-expert-shares-packaging-insights