Friday, February 15, 2008

Bad Things Happen To Good Packaging

Last week, I got a phone call from Japanese Islands News coverage here in the US. They wanted to cognize what was happening regarding the usage of the words "China Free" on merchandise packaging and labeling. The programs were for a large expose of "contaminated" merchandises coming out of China. I'm sure you have got seen the news and are concerned about possible contaminates. But what about the consumers' perspective? A negative land crestless wave of public sentiment could dramatically act upon your merchandise gross sales if it's coming out of China.

That's a bad thing and it could go on to your product.

Consumers are taking an involvement in merchandise packaging, how much, how to dispose of it where it's coming from and how much strain is it putting on the environment? It's hard to expect the voice and powerfulness of the consumers. Once an issue goes mainstream in the mass media it could be damaging to your sales. The fact is that most consumers haven't a hint as to the function packaging have to play in getting a merchandise to the stores. All they cognize is the negative deductions of "bad, bad" packaging.

Think about the vacations and all the spin over "wrap rage." Reporters are still writing about it on a weekly basis. What if they pick your packaged merchandise to ramp about? Volition you be prepared to confront the onslaught?

Many modern times these packaging issues come up out of the blue. Remember the aseptic prohibition on Juice Box packaging in Maine? It have since been repealed, but it came out of nowhere and was the consequence of consumer misinformation. Or what about the aerosol can ban in Chicago? I retrieve that one well as I had a client that manufactured spray paint at the time.

Bans can go on nightlong pickings the merchandise makers unaware with a serious impact on their business. Look at what is happening to plastic bags and the prohibitions in assorted communities and the substitution of the T-shirt bag with reusable alternatives. I retrieve when the t-shirt bag was invented and the up-to-the-minute fury in the supermarkets, now its well on its manner to becoming obsolete. Commiseration the plastic bag manufacturer.

Similar fortune could go on to your merchandise and its packaging. Another hotly contested issue is the usage of plastic H2O bottles (by the manner bottle H2O gross sales have outstripped that of soda.). This conflict is far from over. In fact, I will be addressing some of the packaging options in my approaching presentation Sustainable Packaging "From Green to Great" before the Wal-Mart crowd in two weeks.

The point is that sometimes you can't ascertain what issue will stir the consumer into a craze about your packaging. You can, however, understand the issues that consumers are concerned about. In recent cases, it is mainly the environment. It's hot and getting hotter. So, it's imperative that you give some idea to your merchandise and how it's currently packaged. Are it likely to be an issue of contention? For example, if you are providing a natural or organic merchandise is your packaging "natural" too? Sometimes there are no alternatives.

"Green" merchandise packaging is in its babyhood and there are some illustrations that aren't really "green." The underside line is that it's going to be all about the consumer perceptual experience and how well your "green" merchandise packaging integrates with your brand. I have got got already learned of some illustrations where CPG companies thought they were solving the environmental issue only to be perceived by consumers as spouting "packaging greenwash." You may believe your packaging is "good" only to have it bashed by the consumer. It's all in the eyes of the beholder. So in reality, bad things can go on to good packaging despite your best efforts.

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At February 19, 2008 at 12:24 PM, Blogger Packaging Diva said...

If you use my article please cite me as the source.

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 websites 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 website to ask me your packaging question. I *will* find your perfect packaging solution!

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