Friday, August 22, 2008

Please Don't Hate Me Because I Love Packaging

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Issue #1305 - August 22, 2008


Tired of searching the web for packaging information? Me too! That's why I pulled all my packaging resources and packaging expertise together in one place.

It took me thousands of hours to compile just the information you need to get started packaging your product. In the case of you packaging pros this is a great refresher course.

Simply put The Do It Yourself Packaging Workbook is a packaging guide you can't be without.
So all you entrepreneurs, inventors, small businesses, WHAM's and packaging professionals take a peek at
or you may ask for a copy of the Table Of Contents.

If you are still not sure think about what you will in your time and effort all for a nominal price.
It's at least worth a look.


Hello JoAnn, I'm not sure if you have mentioned about this CA assembly bill AB 2505 in your previous emails, but what this bill does is it prohibits CA from selling or using PVC material in clamshells and blisters for consumer goods. There are exceptions to the use like in medical devices and petroleum products. This bill has already passed the house Assembly and is now at the house Senate to be voted on. If this passes the Senate, it will go to Gov. Schwarzenegger to sign into law, allow it to go into law, or he can veto it. If it becomes law, then CA can not use PVC material for blisters, clamshells, trays, etc. beginning Jan. 1, 2010. Civil penalties would be up to $2,500 per day per violation. This would have a huge impact for a lot of companies.
Anyway, just some information I thought you might like to know.
John Hwang
Packaging Engineer


Please Don't Hate Me Because I Love Packaging by JoAnn Hines Packaging Diva

Seriously, people packaging makes the world go round. It's something that you take for granted every time you brush your teeth, drink a beer or take a pill. All those products are delivered to you for your consumption because of the packaging. Packaging that does its multifaceted assignments of getting the product to you ready to use or consume in pristine, sanitary and hopefully un-tampered condition.

So let's have a little reality check:
Who screams the loudest when products are damaged or broken when you get them home?
Who avoids that damaged or dented container like the plague?
Who used their microwave this week?
Who stopped for fast food?
Who ate an egg or some potato chips?
Who got a prescription filled?
Who bought an appliance or an electronic gadget?
Who had an operation?

I could go on forever about how packaging impacts your everyday life but the plain and simple truth is you wouldn't be able to do any of those things without the packaging.

If you just spend a few minutes looking around you to see what products you have in your home or your work. How do you think they got there? Product manufacturing and distribution is a complicated process. One that goes on behind the scenes that you never even think about.

My favorite analogy is to compare packaging to the #2 lead pencil.
One company extrudes the leads, one makes the wooden casing, one makes the eraser, one makes the metal banding and guess what someone assembles all the components. That's packaging!

There are lots of fingers in every process much of which goes on behind the scenes. Stuff that you never consider.
The seal that you have to pull to open or twist keeps your product sanitary and uncontaminated;
The hologram that you see when you purchase something authentic keeps it from being counterfeited;
The zipper that you zip that makes it reclosable;
The little tray that you place it on that makes it microwaveable;
Those little carrots that are ready to eat or go in a lunch;
Packaging makes it all possible.

Other packaging facts you may not know that are important.
Packaging is the third largest industry in the US;
Packaging employs over a million people;
There are over 10,000 packaging manufacturers in the US;
Packaging contributes trillions to our economy;
70% of all packaging is food related;
Packaging for the most part is recession proof.

Currently there is a lot of packaging bashing going on. Less packaging, green packaging, packing that works and of course hard to open packaging (Wrap Rage packaging). All of these issues have an element of truth. But packaging professionals did not set out to frustrate and anger the consumer. All these so called negative packaging elements are there for a reason.

Let's go back to the primary tenets behind the role of product packaging: protect, convey, sell, inform and educate the consumer. Packaging does all of that and more. Those hard to open packages are that way for a reason and its better to err on the side of too much packaging rather than too little. Companies are feverishly trying to rework packaging to remove the excess but when products are damaged and returned it's the consumer who ultimately pays the price.

So before you get on your soapbox decrying the bane of packaging try to understand what your packaging complaint is really all about. We will try really hard to fix it.

Yes, packaging goes make the world go round. So please don't hate me because I love it and can't live without it.

Keeping updated on the latest packaging issues and trends is easy. That's what I do keep abreast of packaging trends technology and innovation so you don't have too. Its all in my weekly newsletter Packaging News You Can Use. You may get a complimentary subscription to Packaging News You Can Use at

Connect with me On LinkedIn
Or follow me on TWITTER at PackagingDiva

Happy Packaging!

JoAnn Hines
Packaging Diva
All Packaging All Of The Time
I package people, products and services. Get started in the right direction by visiting any one of my web sites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request, subscribe to my complimentary newsletter Packaging News You Can Use or just visit my web site to ask me your packaging question. I *will* find your perfect packaging solution!
Packaging Help:
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Friday, August 08, 2008

How To Brand Your Product With The Right Packaging

Packaging News You Can Use

by JoAnn Hines Packaging Diva

Tip Of The Week

Issue #1304 - August 8, 2008


I just became a guest blogger for In Women We Trust - Women marketing to each other. Read my first post: Is there such a thing as Green Packaging?


How To Brand Your Product With The Right Packagingby JoAnn Hines Packaging Diva Think about iconic packaging brands: Coke, Legg's, Tiffany are a few that come to mind. What about these brands caused them to remain in your memory book? The packaging of course.

We remember these brands because of their superlative packaging. So good in fact it has become a cultural icon.

How did these brands differentiate themselves? Was it the packaging color, shape or design?

What captured your interest in the product that made it so compelling

That's what you need to figure out with your product packaging. Half the battle is to get them to pick it up for a closer look. It's your job to make your packaging work for your brand and your company.

So what constitutes compelling packaging brand? How "connected" are you to your consumer? Here are a few emotion descriptors that your package must convey. Does your packaging Engage, Evoke, and Engross the consumer?

Let’s look first at ENGAGE: to attract and hold by influence or power. Can you say that about your product packaging? Or is your product packaging just the opposite? Boring!

Think about what you can do to improve the odds that your package will engage a consumer: Colors, features, shapes, value/benefits or social conscious are all ways to "reach out" with your package.

EVOKE: To call forth or call up as in evoking memories. What about your package will make the consumer recall a successful or enjoyable product experience? How can you make them remember that they were satisfied in buying your product? In case they haven't purchased before, what is going to "connect" them to your product on your package? What is so special about your package that they have to take a closer look?

ENGROSS: To engage the whole attention of (and that's the key point). You have to get their attention to pick up our product before they can even consider buying it. Use features that will capture their interest in seconds because that's all the time you are going to get before they move on.

Another "feeling" word that conveys a strong and compelling brand is TRUST. You must create a place where people look for information and feel more secure doing so. It's important to understand the strength behind the brand and why people turn to it for a sense of security and information. So what about your product packaging conveys the experience that consumers can trust your brand?

Regardless of the reason a consumer may be in the store or looking at your product, introduce them to a "lifestyle" experience . . . trust, security, necessity or even peace of mind. Your package presence needs to call out "Buy Me" because I provide the experience of all of the above emotions.

Product branding is a powerful influence on everyone. It’s important to understand the strength behind the brand and why people turn to it for a sense of happiness, satisfaction, security and information. The best of all brands cross gender, ethnicity and age demographics. "Universal Truths" in packaging that cross these boundaries.

If you have to pick one, the best single word emotional response you can give to the brand is "ENGAGE." People are connected to the brand at all levels. That is a great position to be allied with. So that's what you need to do with your product packaging. You have the brand statement behind you now you need to "ENGAGE" the consumer.

When you capture the power of the package people will integrate your product into their everyday life. They will not just turn to it as a convenience but as a necessity for comfortable living. So create your own story through powerful product packaging. Whatever your category, you should strive to engage, evoke, and engross the consumer to revitalize your brand through product packaging.

I provide lots of complimentary packaging resources and information tomake your packaging journey successful. And one on one consultationwhen necessary.

Or give me a buzz at 678-594-6872. I'm tapped in to the latestpackaging news. I can help you assess why or not you shouldconsider changing your product packaging. At the very least I cantell you what your competition is doing.If you are just chumming the "packaging" waters then be sureand visit and one of my web sites for lots of information andadvice. It pays to do your homework first.


Finding appropriate packaging is not the only challenge to launching a product line. If you're a cosmetics company these days, you must be aware of a draft law now pending in the House Energy & Commerce Committee. The FDA Globalization Act of 2008 would change the way cosmetics are regulated in the US. If the draft law is enacted in its current form, it would literally kill of small and woman-owned cosmetics businesses.

Among the provisions in the draft legislation are:

o annual registration fees of up to $12,000 for all cosmetics companies, even if all you manufacture is a single bar of soap and even if you are a very small company

o stringent and burdensome reporting requirements that would make it impossible to run a small business

o requirements for compliance with one-size-fits-all manufacturing guidelines that small businesses cannot possibly comply with.

The provisions represent onerous barriers to entry, will stomp out competition and minimize consumers choices when it comes to their personal care products. It will also decimate businesses that women have started and run successfully because the playing field, at least up to now, has been a level one. This legislation would change all of that.

The Indie Beauty Network (IBN) is leading the charge to oppose the draft law. In meetings earlier this week at the Food and Drug Administration and on Capitol Hill, IBN's president and several members put the small business position forward in the hopes of convincing legislators to amend the draft law to make sure that small businesses are not decimated by the law. IBN's blog post with video and Petition to oppose the law is here, and you can sign the Petition by leaving your comment, city, state and zip at the blog:

Our July 24, 2008, IBN sent a letter to the Congress persons on the House Energy & Commerce Committee: At a time when small businesses are most vulnerable, especially those run by women and families who are fighting to stay off unemployment lines, IBN and many others believe that this legislation is the wrong policy and the wrong law at the wrong time.