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Product packaging & labeling can make or break a product. It must be appealing in order to attract and hold the customers' attention, but also compliant with relevant laws and regulations. Join us for a discussion on strategies for creating packaging that sells your products for you.
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HOW-TO: CREATE PRODUCT PACKAGING &
LABELING THAT SELLSMake or Break Your Product/Service
+Chris Mohritz | [email protected]
OUR JOURNEY
● Does it really make a difference?● Planning customer experience● Focusing on a target niche● Laws & regulation compliance● Finding design inspiration● Starting with a template● Getting it done
Interupt me anytime for questions & comments
CONTEXT
For the purposes of today’s talk:● “Packaging” = Customer Experience● “Labeling” = Regulation Compliance● “That Sells” = Providing the right
information, to the right person, at the right time
● Mostly products for examples, but packaging is equally important for services
CAN IT MAKE A DIFFERENCE?
Spend a little more time on the front-end, Save a lot of time on the back-end
RE-PACKAGE EXISTING FEATURES
● iPhone● Released 2007
● Windows Mobile● Released 2000
EASILY DIGESTIBLE BUNDLES
● Common product combinations● Complementary services● Membership levels
HIT CUSTOMER’S HOT BUTTONS
thedieline.com/blog/2013/12/4/before-after-joeys.html
● Benefits over features
MANY MORE REASONS...
● Sell more (or at all)● Make it easier to understand● Make it more useful● Add on complementary stuff● Cross promotion (bundle w/partners)
PACKAGING IS ALWAYS MARKETING
thedieline.com/blog/2012/6/4/before-after-kraft-now-anything-dressing.html
CUSTOMER JOURNEYPlanning the end-to-end customer
experience
THINK: “THE WHOLE PACKAGE”
● Don’t sell a product/service, sell a package● Packaging is not just the box● Its not just the product● Its not just the marketing● Its not just the customer support● Packaging is the entire experience (start to
finish), the product, the story, the positioning, the support
CREATE A “FLOWING” EXPERIENCE
Entry Purchase Ongoing
GOALPurchase
WHATWebsite/pageStore frontShelf space
WHYFirst impressionSets tone
GOALNo buyer’s regret
WHATCheckoutFulfillmentUnboxing
WHYQuality impressionSets trust
GOALReferrals
WHATOngoing usageAfter-sale supportReturn/exchange
WHYLasting impressionSets reputation
Most businesses / brands only focus on one step at a time - creating a disjointed experience (inconsistent, confusing, etc.)● You’re creating an integrated experience,
not blocky chunks● Your customers will get happier use of
your products/services● You’ll get more positive word-of-mouth
YOUR UNFAIR ADVANTAGE
NICHE FOCUSUnderstanding what resonates with your
target customer
POP QUIZ
● You’re planning a wedding● Which photographer would you choose?
Jerry’s Professional Photography
The one-stop shop for all your photography needs
Sam’s Wedding Photography
All we do is weddings
NICHE-FOCUSED (MARKETING 101)
● Focus exclusively on targeted niches● If too generalized, you will get lost in noise● Speak prospect’s language (be an insider)● Read related product reviews & comments● What’s important to your target customer
defines your packaging’s:○ colors○ benefit highlights○ wording / language○ construction materials○ etc.
SPEAK THEIR LANGUAGE
thedieline.com/blog/2013/10/30/before-after-f-whitlock-sons.html
CAN SCALE NICHES
Water Bottle Company
TowelCompany
T-ShirtCompany
YogaCompany
TweensCompany
GolfCompany
product (function) brands
niche (sub-worldview) brands
worldview brand
Healthy LivingCompany
NewProduct Ideas
NewProduct Ideas
NewNiche Ideas
UNBOXING
● engadget.com/tag/unboxing● unboxing.gearlive.com● unboxings.com● youtube.com
STAYING LEGALComplying with applicable laws &
regulations
UPC & BARCODES
● Be aware: discount codes are typically tied to another company (but still usable)
● gs1us.org● nationwidebarcode.com● cheap-upc-barcode.com● barcodestalk.com● upcdatabase.com
IF INCLUDING TESTIMONIALS
● Watch FTC rules for endorsements● business.ftc.gov/advertising-and-
marketing/endorsements
LABELING COMPLIANCE
● What laws & regulations govern your product & region?
● ftc.gov/enforcement/rules/rulemaking-regulatory-reform-proceedings/fair-packaging-labeling-act ○ Cosmetics: fda.gov/Cosmetics/Labeling/Claims/default.htm ○ Clothing: business.ftc.gov/documents/bus21-threading-your-
way-through-labeling-requirements-under-textile-and-wool-acts ○ Supplements: fda.
gov/food/guidanceregulation/guidancedocumentsregulatoryinformation/dietarysupplements/ucm2006823.htm
○ etc.
DESIGN REFERENCEFinding inspiration in existing packaging
ENDLESS INSPIRATION
● packagingdesignarchive.org● thedieline.com● packagingoftheworld.com ● packagingserved.com ● lovelypackage.com ● pinterest.com
UNIQUE DESIGNS
● Instant differentiation● Create curiosity● Good for free publicity● Create your own Pinterest board (e.g.
pinterest.com/chrismohritz/packaging-design)
HAVE FUN (ITS GOOD PRESS)
thedieline.com/blog/2013/10/10/a-bigger-harvest.html
DESIGN CONSIDERATIONS
● People do judge a book by its cover● Ensure legible at:
○ 1" high (digital photo), or○ 15' away (store shelf)
● Make an emotional connection○ eco-friendly materials○ colors: visual.ly/color-emotion-guide ○ etc.
DON’T REINVENT THE WHEEL
Starting with an existing template
VENDOR RESOURCES
● Supplier/manufacturer should have container-specific design templates
LABELS
● lightninglabels.com ● advancedlabelsnw.com/digital-labels ● labelchoices.com ● labelimpressions.com ● shortrunlabels.com ● consolidatedlabel.com ● dandrlabels.com ● primeralabel.com ● customlabelshop.com
BOXES, BAGS & BOTTLES
● Need a container?● sks-bottle.com ● arminak-associates.com● yourboxsolution.com ● nashvillewraps.com
GRAPHIC STARTING POINTS
● Search for “label design” (or similar)● shutterstock.com● graphicriver.net● 123rf.com● 3docean.net
GETTING IT DONELeverage commoditized service markets
DIGITAL IS A GOOD THING
thedieline.com/blog/2010/11/19/before-after-sub-zero.html
WORKER MARKETPLACES
● Design work has become a commodity● 99designs.com● studio.envato.com● fiverr.com● elance.com● odesk.com
SUMMARY
● Packaging is the entire experience● Use what resonates with your customers● Comply with relevant laws & regulations● Find inspiration in packaging design blogs● Start with a template● Give template & inspiration to graphic
artist
Packaging is always marketing. Good or bad, it is communicating value.
