Packaging That Delivers—Literally
It has become increasingly difficult to differentiate your product from competitors. One method to encourage consumers to select your brand over others is to use a package that helps deliver the product. Although gimmicks abound (vortex bottles and punch top cans help taste flow right out), there are viable solutions that provide inspiration.
The Fage sidecar yogurt tub is not only an attractive package decorated with high-quality, in-mold labeling, but employs a hinged cup with honey or fruit dispensed by tipping the articulated package to pour the sweet treat into the yogurt. This elegant solution allows simple preparation and a distinct consumer experience not achieved in conventional yogurt packaging.
Sta-Bil's multi-chamber HDPE bottle is another example of packaging that simplifies the use of the product it contains; in this case, precision measurement for dispensing the fuel stabilizer additive. Tilt the bottle before opening to measure the designated amount of liquid into an attached chamber; open this chamber and dispense the exact dose needed. A standard bottle may use the same amount of resin and have the same footprint, but does not provide the convenience and accuracy of this unique structural solution.
Why pop popcorn in a bag and then pour it into a bowl or struggle with the awkward bag when you can pop it right in the bowl?
So, if you are planning a packaging update, consider how the user interacts with the product. Are there opportunities to make the consumer’s life easier? Can my package simplify or improve the product experience? If I am creating a tube for a skin conditioner, would a massaging cap be beneficial? What if my bird seed container can be easily converted into a feeder?
Napoleon said, “If you wish to be a success in the world, promise everything, deliver nothing.” If you wish to be a success in the packaging world, it helps to actually deliver something.
Scott Hosa started his career in the graphic arts at 14 years old as a printer’s helper at a local newspaper, and has been in printing and packaging ever since. He studied graphic design at Youngstown State University, industrial design at The Ohio State University and has worked on all aspects of global branding for clients including Bayer, GSK, Hershey Company, Kraft Foods Inc., PepsiCo., Pfizer, Procter & Gamble, SC Johnson and Unilever. Hosa is currently helping clients build agile brands that thrive in today’s dynamic, disruptive marketplace as associate director of technical graphics at Landor, a global leader in brand consulting and design.