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 .