arccess2011
Dołączył: 12 Lis 2010
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 Wysłany: Czw 10:33, 06 Sty 2011 Temat postu: 9 Packaging Problems That Lose Sales |
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If you want a good laugh be sure and read my upcoming article in the June issue of Packaging Design Magazine: "Packaging Design for Overworked, Time-Crunched and Over-The-Edge Consumers."
Packaging and Design Summit
[link widoczny dla zalogowanych]
Is it trying to be all things to all people and as a result, it doesn't appeal to anyone. Have you ever been totally confused when looking at a product package? What am I supposed to do with it? Or what's the purpose? This is a total turn off.
Keep in mind, simple is better. Products that get too complicated only appeal to a certain market segment, and it's not boomers,[link widoczny dla zalogowanych], the largest share of the purchasing market. The electronics industry seems to have lost track of this fact. Make sure it doesn't apply to your product.
6) People are confused by the packaging.
2) The packaging is too big or too small.
There are so many new markets and retail outlets out there. Don't forget Internet marketing too. The question is can one package service them all? The answer is no. There are features that work to your benefit in all types of packaging, but in general attributes that appeal to one audience won't appeal to another.
Every Christmas and holiday time we read ranting and raving over packages that simply cannot be opened easily or require the aid of scissors. Much of this packaging has come about for specific reasons: security, tamper evident,[link widoczny dla zalogowanych], counterfeiting and so on. But think about it the next time you try to open a product. Was all that packaging necessary?
Look for the Packaging Diva @ Prestige Products for the Personal Care Industry - June 22-23, 2005 [link widoczny dla zalogowanych]cago,[link widoczny dla zalogowanych], IL - [link widoczny dla zalogowanych]
index.php?page=agenda&eventsfolder=PrestigeProd05&menuTitle=Prestige Products
"Don't think like a package designer. Think like a consumer"
What to do:
There are a lot of old brands that are repackaging their image. Old brands have been revitalized with new and updated packaging. Old brands can lose favor with the consumer simply because they look old.
What to do:
What to do:
Ensure you have the appropriate package size for the retail outlet. Go to a store and see how people shop. It could affect the product's success.
5) The package doesn't fit with today's life styles.
Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Large quantities and amounts do have a special market but generally people are buying in smaller size units. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China ready to use was the only type packaging available. Single servings were huge there and now they are becoming hot here.
Keep size in mind when designing your product packaging. Who is actually going to use this product and how? Is there a shelf life or consume by date that can impact the usage factor?
Keep on top of important trends. Remember when the Pillsbury Dough Boy went on a diet? Just kidding,[link widoczny dla zalogowanych], but he did get slimmer and trimmer in his image. The same is happening to Ronald MacDonald. He is getting a makeover too. Even long-standing icons have to keep up with the times.
What to do:
9) The package is too gimmicky or doesn't work.
3) The package is too hard to open:
1) You don't understand your market.
More product iterations mean more confusion at retail. Yes, I know brand managers are constantly creating new and improved versions, but get real! How many new and improved products are really different from their predecessor?
Try testing with a focus group outside the world of packaging. Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can't. I did a segment for NBC TV as their packaging guru. They ended the story with people ripping and tearing open the packaging that I had so carefully explained. Boy,[link widoczny dla zalogowanych], was that an eye opener. Look for my upcoming article in the June issue of Global Cosmetics Industry.
 The package isn't contemporary.
Refine your niche attributes. Is your product broad based? Does it appeal to a special target audience? Do you understand what this group is looking for in product packaging? I have several research studies that focus on packaging that appeals to niches: Women and Boomers (to order these special reports return the word "research" via email).
7) The package doesn't fit the retail outlet. There are myriad of cross marketing opportunities available. What works in a club store certainly won't work at a convenience outlet. Consider where your package will be merchandised.
What to do:
4) The package is too generic:
Tell people up front what's inside, how to use it and what the benefits are. Simpler is better -- especially when we are in a hurry.
What to do:
You have a great product, but it's not flying off the shelf. Is one of these packaging problems turning sales away?
Whatever the problem is,[link widoczny dla zalogowanych], it can be corrected by understanding your target audience. Learn what they want and need. Make some adjustments and watch packages fly off the shelf.
In my recent research for the Packaging and Design Summit, I uncovered an interesting fact. Products that work well for children, especially kid proof packaging, simply doesn't fit the requirements of the over 50 market.
Tidbit:
Women said: keep it easy to carry and easy to store.
Boomers said: keep it simple and easy to open.
Got packaging problems? I can help. I teach people how to package products consumers will buy. I make it easy to answer your problems with email and voice consultation. Get advice from the top expert in consumer packaging. Email the Packaging Diva @ [link widoczny dla zalogowanych]
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