Stand out from the Rest CONTENTS

Structural Packaging Designs that Stand Out from the Rest CONTENTS

Introduction...... 3

Why Good Packaging Sells...... 4

What Makes Packaging Work...... 7

Entertainment Packaging...... 9

Unusual Shapes...... 10

Collector’s Editions ...... 12

Point-of-Sale Displays, Folding Cartons, & Value-Added Packaging...... 13

Unique Shapes...... 14

Folding Cartons...... 15

Element of Surprise...... 16

Promotional Packaging...... 17

Sample Kits...... 19

Electronic Packaging Design...... 21

Clear Windowing for Packaging ...... 22

Simple & Sleek ...... 23

Conclusion...... 24 INTRODUCTION

While packaging is only a small component of marketing a product, it’s a crucial aspect of communicating and connecting with consumers . Stores have hundreds of products lining their shelves—most of which are similar in appearance .

High-quality packaging with unique shapes, sizes, textures and features can be an excellent way to differentiate an individual product from the competition .

Customers are more likely to buy a product they deem worthy of their money if it has attractive, creative packaging surrounding it . While it may take more effort and thought to develop effective packaging, the ROI is well worth it .

3 Why Good Packaging Sells Why Good Packaging Sells

arketing teams that spend more time considering M interesting packaging concepts tend to sell products more efficiently. As a new frontier in marketing, packaging innovation has become the go-to marketing strategy to help product sellers boost profitability.

MeadWestvaco Corporation recently published the results of its research1, taking into account the opinions of consumers in the United States, Brazil, Germany, Russia, South Africa, Turkey, China, Japan, India and the United Kingdom .

According to the survey, a significant 41 percent of survey respondents believe packaging is an important component of overall product satisfaction . Additionally, high-quality packaging actively contributes to consumer behavior, especially among brands trying to differentiate themselves from similar, homogenized products .

Further research from MeadWestvaco Corporation has shown:

• 64 percent of respondents bought a new brand or product because the packaging caught their eye on the shelf .

• 41 percent of respondents have bought a product a second time or more because of its packaging .

• 36 percent of respondents switched favorite brands due to negative experiences with new or changed packaging .

1 http://newsroom .mwv .com/press-release/corporate/mwv-packaging-matters-research-reveals- global-differences-role-packaging

5 Why Good Packaging Sells

Across the world, packaging satisfaction is low . Only 11 percent of consumers worldwide find themselves satisfied with today’s packaging—leaving almost 90 percent desiring more from their packaging experiences .

6 What Makes Packaging Work What Makes Packaging Work

here is a wide variety of packaging types available today, T and some attributes are considered more important than others. For example, the functional components of packaging are considered the most important. This attribute protects the product from spilling or escaping its packaging, while also making the product easy to remove and use. Currently, consumers find such attributes to be underperforming.

Research from MeadWestvaco Corporation ultimately shows packaging needs to be attractive and easy to find on a shelf, while also being easy to store, use, dispose of, and transport from place to place . Each of these factors contribute greatly to a consumer’s desire to buy the product a second time .

Of the countries surveyed, the United States was among the least satisfied, with only 18 percent of respondents feeling happy with packaging options available . Overall, packaging is more significant than most marketers accredit .

With this research as ammunition, marketers should take aim at developing better packaging solutions to capitalize on consumer desire for compelling physical designs . Here is a look at how and why packaging matters in some of the most competitive industries in the American marketplace .

8 Entertainment Packaging Entertainment Packaging

he endless variety of entertainment types means each T packaging option should be unique, catering specifically to those interested in the product. Depending on whether it’s a DVD/Blu-ray Disc, CD, or video game, different mediums call for unique packaging—packaging that should be creative and functional enough to “wow” consumers.

Unusual Shapes

While the classic square case is an option for CDs, it does little to differentiate from the sea of other products on the shelves . On the other hand, unusual shapes draw the consumer’s eye to a particular album . Take, for example, the packaging for VH1’s 50 Greatest Hip Hop Artists CD2 from a few years back .

This CD packaging houses 10 CDs and other promotional items . It’s made out of very simple cardboard and black ink, but makes use of unique shapes to attract interest . The outside display of the package imitates the shape of a boom box with matching graphics to coincide . Once folded open, the package gradually transforms into a breakdancing mat for end-user entertainment .

For DVD/Blu-ray Discs, a creative choice is to relate the packaging shape to some scene, character, or imagery within the film . This provides a chance to visually and emotionally connect with consumers before they even open the product .

One example is the “Power Rangers Legacy: The First 20 Seasons” . This package design presents the popular children’s series in an attractive, compact design . The package is shaped exactly like the easily identifiable Power Rangers helmets

2 http://www .packagingoftheworld .com/2008/11/vh1-cd-packaging html.

10 Entertainment Packaging

seen in the classic show . The helmet structure includes intricate grooves and details to make the design more realistic for consumers, creating an almost exact replica of the helmets used on set .

The back of the package features a series of slots embedded in the helmet, which hold one DVD from each season . The helmet itself attaches to a base with the Power Rangers 20 logo . The base also features an additional opening, inside of which is an informational booklet about the series .

This packaging works for a number of reasons . The unique structure of the helmet is unexpected and draws the consumers’ eye . Most consumers are accustomed to seeing traditional rectangular box-shaped DVD/Blu-ray Disc case packaging that houses a collection or series .

The “Power Rangers Legacy: The First 20 Seasons” package is complex in design . In addition to mimicking the helmets featured in the popular show, the design also replicates the head of action figures, which are a popular component of the Power Rangers franchise . Not only does this design show specific dedication to the consumer’s aesthetic appeal, it also shows the designer’s commitment to the brand .

Similarly, the design of the “Dexter: The Complete Series” package offers an unusual but practical design for storing each disc . The packaging incorporates the popular show’s iconic imagery that would appeal to collectors and die-hard fans .

This crime drama’s packaging represents an anonymous Dexter kill that brings this complete collection to life . The faceless head provides interactive access to red discs that contain individual DVDs from the series . This is just one of many examples that show the use of unique entertainment packaging design in today’s marketplace . Whether it’s a crime show like Dexter, or a newly released

11 Entertainment Packaging

collection of Mozart’s grandest concertos, entertainment packaging is most effective when experimenting with shape of the package .

Collector’s Editions

Collector’s editions of DVD/Blu-ray Discs and albums are particularly popular in the entertainment marketplace . Since these editions usually contain a non- standard amount of physical products inside, the packaging is forced to stray from the industry-norm . This provides for a creative marketing leverage and an opportunity to produce a customized shape and look .

Collector’s editions are unique in a way that they contain anywhere from two or more DVDs or CDs, as well as bonus promotional items on occasion . This could mean a t-shirt, poster, or piece of memorabilia . The limited edition Friday the 13th limited box set is a perfect example of how collector’s editions can be a valuable marketing element .

At a glance, “Friday the 13th – The Ultimate Collection” appears to be nothing more than a simple folding carton collector’s package . Upon further investigation, this limited-edition packaging design is much more complex . It contains eight films, 3D glasses, and a collector’s edition remake of the film’s iconic mask . These simple additions make the release of older iconic films appear fresh, new and desirable .

12 Point-of-Sale Displays, Folding Cartons, and Value- Added Packaging Point-of-Sale Displays, Folding Cartons, and Value-Added Packaging

hen dealing with wine and spirits promotional and W folding carton packaging, it’s critical to consider the types of emotions you want your product to evoke throughout your presentation.

UNIQUE SHAPES

The “Red Stag Barrel” created for Jim Beam’s Red Stag bourbon line offers a unique example for creative in-store promotional displays . The design structure is customized in the shape of a barrel, with four sections on the bottom to hold samples . The barrel point-of-purchase display is an interesting design that attracts and engages customers though a playful structure that is hard to ignore .

The barrel shape of this package alludes to the means of producing bourbon throughout the centuries, while the sections at the bottom are for holding the product offer . In this specific instance, the barrel is meant to promote the delivery of this beverage from barrel to consumer without any tampering of the product in-between .

The “Red Stag Barrel” for this bourbon line reflects the current means of production, as well . This brand of bourbon produces its product in a wooden barrel, exactly as it did hundreds of years ago . As such, the “Red Stag Barrel” gives consumers a sense of this brand’s commitment to tradition and quality .

In addition, its unusual shape presents this alcoholic beverage in a customized standout design to attract attention .

14 Point-of-Sale Displays, Folding Cartons, and Value-Added Packaging

Folding Cartons

Often, a simple folding carton remains the best option for packaging . It’s a classic look that conveys sophistication and quality . But even in the standard folding carton category, there are plenty of ways to visually differentiate a product .

The “Maker’s 46 Bourbon” packaging features minimal text, focusing on the image of the bottle . The text reads, “KENTUCKY BOURBON WHISKEY BARREL FINISHED WITH OAK STAVES ”. The sparse use of text offers a simple but effective product description . This is something that many companies have found effective in their product packaging design and development . In some cases, simplicity is often the best remedy .

This folding carton packaging design for this Maker’s Mark product is also finished in matte, with UV gloss coating and embossing elements . Matte finishes are a fashionable trend in packaging, used to indicate a luxury product . The “Maker’s 46 Bourbon” bottle combines neutral matte black with bold, shiny colors .

Using a folding carton for alcoholic beverages requires careful planning and implementation . Since most liquor bottles do not come in a box, the packaging must make up for the visual difference by making a statement . In the case of the “Maker’s 46 Bourbon” package, it is designed to grab the interest of the consumer, plucking attention away from other bottles by creating an attractive alternative to showcase high-quality bourbon .

15 Point-of-Sale Displays, Folding Cartons, and Value-Added Packaging

Element of Surprise

The problem with most beverage packaging is that it’s too predictable and standardized in today’s marketplace . For marketers, this is good news . By adding a simple element of surprise, you can make a lasting impression .

Take the peelable Smirnoff Caipiroska Bottle as an example . To enjoy the product, a customer must peel away the “rind” surrounding the bottle, which mimics the fruit that each beverage is flavored towards . With tropical flavors like Passion Fruit and Lime, peeling away the bottle’s enclosure is simple and satisfying, building suspense for the ultimate reveal .

This element of surprise is exciting to the consumer . It gives the effect of unwrapping an exclusive gift, while reminding them of their favorite beverage flavor . To top it off, these bottles come packaged together in wooden crates, further mimicking real fresh fruit’s packaging as it’s transported across the country .

16 Promotional Packaging Promotional Packaging

romotional packaging designs are ideal for consumers P who feel they receive a better value when they get a promotional item along with the main product they are purchasing.

An example of promotional packaging can be found in the “TIGI Hair Reborn Kit” . This design, like the “Maker’s 46 Bourbon” package design, features a matte black coating with a raised logo and silver foil finish .

The matte black finish of the “TIGI Hair Reborn’ promotional kit” is accented with a modern bright purple belly-band, bringing the idea of a high-caliber, exclusive product to mind . Offering an enticing package without too much flashiness shows customers the product is valuable . Many brands have found simple kit packaging to be an excellent way to highlight a luxurious product without going overboard .

18 Sample Kits Sample Kits

ike promotional packaging, a sample kit should be L structurally appealing. It needs to showcase the product sample and be easily accessible for the consumer to pick- up and open. With samplers, the idea is to introduce a new product line, new brand, or line extension with an intriguing design and structure that makes the sample worth sampling.

An example of a well-executed sample is the Clear Scalp Sampler Kit . This box is decorated with a soft-touch, matte black finish with spot gloss UV coating effects . Its structure is designed to showcase the product inside by creating a score in the package that gives unique product reveal . The Clear product offers a high-quality, damage-and-color-repair solution for the hair and scalp, while its packaging shows high-quality photography highlighted by surrounding gold typography .

This sample kit is just one example of sample product packaging that successfully finds a medium between sleek attraction and practical interaction .

When it comes to beauty products, it’s critical to highlight the benefits of the product right away . Using high-quality pictures and photos with great print and finishing techniques can be an effective way to accomplish this . The Clear sampler package shows a woman with shiny, thick, healthy hair . This photo, as with other hair product images, allows consumers to draw connections between self-betterment and the use of the Clear product . Ultimately, the goal of any sampler kit is to entice consumers to buy the product itself .

20 Electronic Packaging Design Electronic Packaging Design

howcasing your electronic product means using an S attractive, sleek package. Consider, for example, the simplicity of Apple’s packaging, where the company displays an image of the product inside and a simple image logo for branding on the sides of the package. Another way to create an attractive package for an electronic product is to use a clear window to feature the item.

Clear Windowing for Packaging

Clear windowing package designs are an excellent way to showcase an electronic product, allowing the product to become the main visual focus point of the package . A windowing design can be used on the front of the package, or it can be hidden within the package, creating an element of interaction between the consumer and the product . The longer a consumer spends with the product in their hands, the better the chance they will consider it in their purchase decision .

The “Filip” is a GPS device for young children . Packaged in a sleek white folding carton box, the viewer can open the box’s front flap to see a clear window showcasing the product . This is just one example of windowing at work .

In addition, many buyers of electronic devices choose to do extensive online research prior to the purchase . However, they often want to see the product before making a transaction . This is why the Filip’s packaging design’s clear view of the product is so effective . Consumers find themselves reassured about the quality of the product in which they are about to invest in .

22 Electronic Packaging Design

Simple & Sleek

In the world of packaging design, more is not always best . Simplicity—while it may sound counterintuitive—is often a great way to differentiate . While other products are fighting for the most highly decorative shelf-appearance, a product with a simple and sleek design may steal the show . Depending on the industry or product, it’s important to understand the look you want your package to achieve and how you want to achieve it .

The white used for the majority of the Filip’s packaging is one example of this . The folding carton is accented with a photo of the product with minimal but colorful text . There is no outside noise or overwhelming number of images, which could detract from the experience of the packaging .

Using white is also a great industry choice for modern technology, which is why brands like Apple, Motorola, Virgin Mobile, Skull Candy and other tech-focused brands choose to use white to show off their products .

23 CONCLUSION

Take your brand to a new level with the right packaging provider . High-quality packaging is not only accessible, but it also adds value to a product . From folding cartons, to unusually shaped specialty packaging designs, a package featuring impeccable attention to detail is the answer . High-quality packaging is sturdy and attractive . Highlights, such as real-life grooves in the Power Rangers DVD package, or foil lettering in the Clear Scalp Sampler Kit, are important components of eye-catching and attention-grabbing packaging designs . Keep the consumers in mind when considering packaging—what’s important to them? How can you make them feel valued? Why should they purchase your product over the next? If you don’t have a vision yet for the kind of packaging you need to make your product pop, it’s beneficial to collaborate with a company like JohnsByrne . We can help you come up with a packaging solution and implement it effectively . Don’t wait to start transforming your products—and, in turn, your brand!