The lure of really good packaging – research vs. impulse.
How many times have you bought products through the lure of the packaging? Have you found yourself tempted and actually purchased something that way? Many times I’ve seen products that I never thought of buying but found desirable once I saw the packaging. After thinking about it, I had to let the logical side of my brain take over. Depending on price, my knowledge of the product and the competition (plus an actual need), I am able to come to a decision. These days the research is plentiful (Internet) and easy to access. Considering the simplicity of online shopping it is easier than ever to fall prey to clicking the “Buy” button. So when you see “the shiny and attractive package” do you buy on an impulse or do some research? Let me know what you think.
By the way, the above image is packaging for Bluetooth speakers.
When you shop for items and find them to be in a bottle, do you feel you should buy the one that is packaged inside a box? Is there a perceived “higher” value or do you see it as a waste of material. It is understandable that some products that are packaged in a bottle probably require to be inside a box for protection but do all need such? Obviously there is an opportunity to attract consumers with additional real estate on a box and then use the label on the bottle for more direct and necessary legal information. At times we make purchases depending solely on price and other times brand reputation is the deciding factor.
So in this case I am looking for feedback from you. How do you see the bottle in a box situation? Is is necessary or not? Would you make that purchase for your favorite perfume or beauty item if the outer box was gone? What product do you feel necessitates the double packaging? Does the information (or lack of) on a box make you desire the bottle inside it? What are your expectations?
Recently I came upon this article showing handmade paper greeting cards that you plant in the soil as they grow into wildflowers. The cards are embedded with seeds where they first send one a greeting and second act on an interactive level. The cards have whimsical illustrations with the ability to send wonderful messages.
Although I have seen this where one saves the package from a particular product which when planted, grows into a flower, this one is new to my radar. It takes a straightforward route turning a card into a form of nature. In this age of the online social world and instant (and last minute) messaging, my thought here is that someone was really thinking and took the concept of a greeting card and brought it back to a tactile form with dual purposes.
So I wonder if anyone has seen this or other forms that complete such actions. These cards actually makes the transformation that reclaim a life back to print (which has experienced a rapidly growing death). Let me know what you’ve seen and link to examples if you have any.
AT CTI, we seek to deliver creative solutions in all of our projects. If you are interested in seeing more, contact us at 847-968-4855 or visit our new website at www.ctipack.com
I saw an article this morning about a husband and wife doctor team working on making a safer warning label for pharmaceuticals that alert users when their drugs expire and graphically inform not to take them at that time.
Here are a few points of interest with such a project. First, I applaud their effort in addressing this issue. Second is their ability to make this actually work (upon expiration, X’s in circles appear on the medication package acting as a warning). Third, is the fact that the design may never see fruition due to bureaucratic red tape and increased costs for pharmaceutical companies.
With these points considered, should we pursue having something of this nature explored and developed for food products and possibly other retail items? I realize that there are “Sell By This Date” or “Use By This Date” indicators out there, but do they really do the best job possible? I don’t always look for the dates on all my food items and when I do, I have to decide when the date runs close to the date in question (like today or yesterday! This milk smells ok!!)
Do we put such a responsibility on manufacturers and retailers or should we go with the “Consumer Beware” motto? Remember, warning labels are exactly that – warning labels. Do you want them to take on a larger role or do you trust that everyone can handle this? Consider your elderly parents or grandparents looking for the expiration date. I understand that we deal with accountability every day and this may be a slippery slope. Let me know what you think? Would you recommend a stronger solution to your client if the situation came up?
At CTI, we work hard to best packaging solutions for all involved.
Recently someone in our office purchased a home cordless phone system which came in the box shown here. It appears simple enough as it has pictures showing the product, the features and all the information a consumer would want to know prior to purchasing. It contains 5 handsets and a base station – the normal complete setup you would expect in today’s marketplace.
Now if you look at the second image you will see something interesting. We placed the inner package that contained everything you would get in this purchase in front of the overall package. There is a noticeable difference in size.
About 40% difference is what we gauged when we measured the two boxes. Spacers were placed to keep the inner box from rattling but we weren’t sure why there was such a big size difference. Then we thought and came to the conclusion that for this item to sell successfully the manufacturer decided that a bigger box would be best as it leads the consumer to believe there is more in this package which justifies the purchase.
Somehow the consideration for any concerns in regards to sustainability got left behind as a considerable amount of material is wasted on this package. We were curious if any consumers noticed this after their purchase and if it made any impression on them about the manufacturer for now or in the future. My guess is that there really wasn’t an impression made at all. We are so used to opening packages that when the task is simple, we are pleased and move on. When it gets difficult, we get annoyed. Taking action… well that’s another story all together.
At CTI, we work hard to rewrite the story to make a more positive impression down the road for all involved.
Last week we exhibited at the Sustainable Brands Conference in San Diego. There were at least 50 exhibitors displaying their products and services varying from paddle boards made from sustainable materials that are used for yoga to a company that produces books discussing sustainability for business and personal use. We met non-profits discussing global issues regarding deforestation, a newly launched group that utilized the Internet to draw in companies to share their campaigns on sustainable efforts in order to help others do so with their causes and a number of people who attended simply to learn more about the issues of sustainability and what it could do for them.
During our stay there, we were asked time and time again, “What do you do and why are you here?” Whether we were exhibiting at our booth, meeting others during a networking function or simply walking to grab a beverage or a snack the same question came up. It never occurred to us that packaging wasn’t on the top of all the attendees minds last week. It seemed so obvious to us that what we do and why we were there would be the biggest no-brainer at the conference. Even though we had a sign stating what we do, people still asked. What was really interesting was the reactions we got after explaining our work. Most people attending, who stopped to “look us over” stated that they didn’t have anything for us in regards to packaging. When we finished presenting our story and showing examples of our sustainable packaging, many of these same people exchanged business cards with us and realized that they did have some possible opportunities to work with us. We quickly realized that most people do not understand the many facets of sustainability and what role it plays in packaging.
And the best experience we had was hearing what so many other companies do and why they were there. It was truly an education for us as we saw and learned quite a bit from a vast and global group. The experience was a success and it helped us immensely get a better understanding of our role in the sustainability world.
Next week we will be exhibiting at the Sustainable Brands Conference in San Diego, California. The Sustainable Brands Conference is ground zero for sustainability, brand and innovation professionals who come together from around the world to be inspired, engaged and equipped to succeed by building the better brands of tomorrow, while building a network of like-minded colleagues who can help.
Although we didn’t make it on the speakers list, CTI was asked to come and exhibit to show such a community how sustainable packaging can be created and the role it plays in the retail community of brands. We’ve packed up a load of examples and look forward to meeting with brand leaders to discuss sustainable packaging for their products. During the time we spend there, I hope to add some postings here about the experience to share with others. There will be a number of seminars in session during the week along with a variety of exhibitors and hopefully I can sort through all the information to make some cohesive and meaningful posts.
So I look forward to attending and sending out what I learn as the week goes by.