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April 9, 2008 · Number 33
MARCH FORUM RESULTS:
Frequent Design Changes and Consumer Perceptions
Several factors are increasing the frequency of package redesigns, from printing technologies, brand
security, and consumer engagement. The forum was open for the following questions: Do you think that the
industry is entering a new era of frequent "lateral" or "promotional" design updates? What
are the keys to managing package design updates so brand messages do not become diluted? Do you believe
the PAM brand messages have been diluted on the example here? The most detailed responses are here:
Leslie Tucker, principal, IQ Design Group, New York, NY
PAM Original, I believe, is very simply "all-natural 100% canola oil." The previous PAM (left) and its
flying food feels a little lighter, fresher, healthier, brighter, all-natural. The restaged PAM (right) feels a little stagnant,
heavy, not as fresh. The reason for PAM’s popularity and why it’s in almost every American kitchen
cabinet, I believe, is that it’s a core cooking ingredient for all-natural, fat free, no-stick, healthier cuisine.
The movement in its graphics (left) gave PAM that feeling. The new PAM logo (right) is a nice beginning to
refreshing the line, but unless the brand is on a new trajectory, I think PAM’s unique selling proposition
and “reason for being” could be lost, leaving current consumers underwhelmed. The goal of a
successful restage is to keep the consumers you have, and then attract more.
Jim Stringer, creative director, XO Create!, Atlanta, GA
I feel design updates like any packaging alteration are fine as long as they are warranted. Simply making vanity
changes for nothing more than the sake of being fresh is a dangerous and costly move. The key to making these
frequent changes (when warranted) is maintaining the visual brand elements and managing the information
hierarchy, so the read is quick, efficient and does not alienate the consumer. I feel the PAM example given does
accomplish this very well.
David Lemley, president, Lemley Design, Seattle, WA
Many times packaging updates are handled as knee-jerk reactions to marketplace performance and competition. The
keys to managing frequent updates are to have strict, powerful, authentic (uniquely ownable) brand and packaging
standards in-place prior to needing an update.
I do think the industry is entering a new era of frequent lateral design updates. I am not sure this is good for anyone
except packaging design firms and the brand managers who are looking for a short term needle movement. Often the
design details are trendy which ensures that they will need to be updated again as soon as the style changes.
The PAM update is nice; and yet, it’s also a good example of design eliminating consumer-centric point of sale
relevance in the process of attempting to be optically pleasing. I suppose that PAM has enough brand equity in the
non-stick coating spray category to forego showcasing what it is and how it benefits the consumer, but I would want to
see data to prove this before modernizing anything, particularly the logo. I also see the new design following a trend to
have close-ups of food items on serving utensils (which isn’t bad in and of itself).
If I didn’t know PAM and what it does for me in the kitchen, I might buy Crisco spray because its design follows the
proper rules of engagement for package design:
- Get attention (good color, strong type, etc.)
- Get the consumer to ask: What is this and why should I care?
- Offer a “why-to-buy” message in order to lead them to reassurance statements, imagery, etc.
- Share the details, price, features, guarantees, etc.
In this case I think PAM got the order wrong. “Original” on the package is as important as the logo
(which has been modernized), and the “What-it-is-statement” is so small I cannot read it. If PAM is the
original non-stick cooking spray, why copy others.
Bill Wynkoop, lead creative director, Lazer Design Services, Rochester, NY
The key to a design update is to keep the interest of the customer in mind. If this doesnt happen, then the brand message
can easily be diluted. Such is the case for me with this redesign. ConAgra chose to stress "Original" as part of a
new flavor and function differentiation. However, the consumer value of the productits non-stick benefitis lost. I believe
ConAgra would have been better advised to have considered the positioning on the PAM website: "baking, broiling, or
grilling—PAM's got you covered." Reconsidering how this redesign opportunity could have better related the
product benefit to the consumer.
NEW DESIGN FORUM:
Packaging a Presidential Candidate as a Brand
As the race for the Democratic presidential nominee tightens to a nearly dead heat, could design and
“packaging “tip the balance in the upcoming primaries? On April 2nd, The New York Times published
an interview with Brian Collins, former chief creative officer of Ogilvy & Mather and recent founder of his own
experiential branding firm. Collins claims that Barack Obama campaign’s choice of the Gotham font exemplifies
their effective branding strategy:
“...as a result of their approach to design, the Obama campaign really stands out. From the bold
“change” signs to their engaging Web site to their recognizable lapel pins, they’ve used a
single-minded visual strategy to deliver their campaign’s message with greater consistency and, as a result,
greater collective impact. The use of typography is the linchpin to the program.”
DO YOU AGREE? ADD YOUR FORUM COMMENTS
HERE.
The original article is
here.
(Barack Obama’s “Change” poster courtesy of
www.barackobama.com)
DESIGN: Osram Sylvania Unveils New Consumer-Friendly Packaging
Osram Sylvania will roll out new retail product packaging this year that uses high-quality graphics, printing
and structure designs to clearly communicate product family attributes and to strengthen the Sylvania brand. The
redesign represents the first major graphics change in nearly a decade for the venerable automotive supplier.
According to company officials, there were a number of variables that factored into the new packaging appearance for
Sylvania’s six major product lines. “Each of Sylvania’s product lines offer distinct features and
benefits to the consumer and our goal was to redesign the packaging to reflect these traits,” says Denise
Champagne, marketing manager at Osram Sylvania. “The clean, crisp designs form an identity for each of our
products that will easily alert anyone purchasing a Sylvania light about its outstanding features. These new graphics
will help educate consumers on the fact that they have choices when it comes to automotive lighting products.”
The redesign utilizes a uniform theme, consistent branding, and easy-to-understand icons to communicate product
features. As a result, Osram Sylvania expects the redesigned packages to grab the attention of consumers and clearly
communicate to them what the distinct benefits of each product family are. In order to communicate another level of
premium, Sylvania’s SilverStar Ultra and SilverStar products feature additional embellishments that include glossy
UV coating, embossing and hot stamped foil accents in gold (SilverStar Ultra) and silver (SilverStar) foil.
“Not only do we feel the new packaging is eye-catching, but much easier for consumers to understand which
product is best suited for their needs,” said Carol Pregger, principal packaging engineer for automotive lighting at
Osram Sylvania. “We are now using colorful, value-proposition icons, on the front and back of our packages,
denoting levels of brightness, down-road sight distances and increased peripheral vision. These symbols help distinguish
our products’ best performance attributes.”
Osram Sylvania is also committed to developing
environmentally preferable products and programs through its Global Care initiative. The new changes will reduce the
amount of plastic in the packaging by encasing products in contoured, tighter fitting blisters, instead of bulky, loose-fitting
plastic “windows” made of two pieces of plastic as used previously. The new trapped blister package structure
and form-fitting blisters make for a better theft-resistant package solution, as well as using less plastic and reducing cubic
volume of its premium SilverStar and SilverStar Ultra product packaging by up to 78%.
Lolita Lempicka and Mandalay Create Ornate Mother’s Day Coffrets
Mandalay Design has created lovely jewelry gifts for Pacific Création’s two Mother's Day 2008
fragrance coffrets (or small cases). The promotional gifts were able to meet the brand's financial demands and deliver
a qualitative solution, thus winning the bid over its competitors.
The necklace, bracelet, and rings that are included celebrate the wonders of nature. Mandalay Design created jewelry
made of extremely delicate and refined alloys. A lovely baroque necklace blends ivy leaves, primrose, violets and daisies
which fall in a shower of greenery onto a golden cage (for the first fragrance's Jardin des Merveilles coffret).
In the Trésor de Corail case for L, a bracelet surfaces from the depths of the ocean with ocean flowers, coral and
fish flower in a pompom cage. These jewels come with the Eau de Parfum 50 ml spray. The transparent wedge by TEPOR
both protects and presents the jewels. For the two miniature versions, Mandalay created two rings to complete the offer.
CAUSE MARKETING: Bachman’s ‘Puzzle Pretzel’ Bags Help Find Autism’s Missing Pieces
In a continuing drive to help advance research into the scourge in children that autism has become, The Bachman
Company of Reading, PA, has signed on again to a program with Autism Speaks. This is the international organization
with thousands of staff members, volunteers, and supporters dedicated to one day finding a cure for this chronic
neurobiological disorder.
The Autism Speaks short-term goal of finding the causes and thus developing more effective treatments is symbolized by
its logotype depicting a jigsaw puzzle part suggesting “finding the missing piece.” The response by The
Bachman Company is the development of a new product. It is “the Puzzle Pretzel,” shaped like the jigsaw
puzzle piece. The 12-oz. bag is being sold in grocery stores and online at www.bachmanpretzels.com. Copy on the bag and
shipper display prominently declares a portion of the proceeds will benefit Autism Speaks.
In stores in the Northeast U.S. since mid-March, “the Puzzle Pretzel” bag is expected to boost public awareness
about a disorder that just 14 years ago afflicted 1 child in 10,000, but now strikes 1 in 150. For that and other reasons, the
Autism Speaks logotype is featured prominently on the bag and display, which also read: “It’s time to listen.”
J. Roy Parcels Associates, a New York City design firm, developed the product name and bag and display designs for
“the Puzzle Pretzel” in conjunction with The Bachman Company. This marks the second year Bachman is
lending its support to Autism Speaks, with “the Puzzle Pretzel” being promoted through April, which has been
declared Autism Awareness Month. Last year, the company placed Autism Speaks information stickers on the bags of its most popular pretzels and snacks.
MATERIAL: Clinghesive™ Is a New Alternative to Fugitive Glue and Temporary Closures
“No More Sticky Stuff!” is the tag-line and the promise made by Clinghesive Inc. about their new and
proprietary pressure sensitive material that uses “cling” to hold—instead of chemically
adhere—plastic cards, CDs, and other products in packaging and mailers. Slick to the touch, Clinghesive™ is said to
work “like a flat suction cup.”
Consumers can remove and replace cards and discs onto Clinghesive repeatedly, creating reusable carriers and wallets out
of what used to be considered single-use marketing collateral. Automated label application equipment applies Clinghesive
to virtually any printed material. The crystal clear Clinghesive surface (which can be any size or shape) holds cards, discs, and
even iPods. There’s no stickiness; no gummy stuff to rub away. In various forms of CD packaging, Clinghesive is also
known as DisCling™.
“It’s not often that you find a packaging innovation that creates pass-along value, but that’s exactly
what Clinghesive does,” according to Clinghesive’s inventor and president, Alexandra Gordon. “It has
a real ‘Wow Factor’. People are surprised by Clinghesive and designers love the fact that it allows them to
integrate the design of the card more seamlessly with the design of the printed piece.”
One of Clinghesive’s manufacturers, Tri Media Services, LLC, has conducted over 18 months of testing in binderies
holding CDs and DVDs in magazine inserts, and is looking forward to having DisCling magazine inserts in release later this
year. “It’s been really exciting to see DisCling sail through these trials with unanimous approval and minimal
slow down rates compared to other CD bind-ins,” says Charles Cadmus, President of Tri Media Services.
Clinghesive’s newest licensed manufacturer is RayPress Corporation, known for their quality and innovation in
printing, labels, systems and promotions since 1973. Robert Alden, v.p. of sales and marketing for RayPress explains:
“This is one of those rare opportunities to offer customers a solution that shows ‘out of the
box’ thinking.” For more, visit www.clinghesive.com.
STRUCTURE: Point-of-Sale Promotion Steps into the Sun for Roc Sunscreen
The makers of Roc Sunscreen called on Cosfibel Group to create a point-of-sale promotion for its latest sun care
innovation. Roc has come up with a brand new way to apply sun care without tubes or bottles. Consumers can have
their sunscreen on hand at all times with Roc’s original packaging solution—the bracelet-tube.
A product ideal for athletes and vacationers on the run and those committed to safe sun exposure, the bracelet-tube
contains a high-protection IP 50+ lotion. Given the seasonal appeal, sun care items must have a successful launch and
stand out on store shelves and counters. The point-of-sale promotion also has to offer assets such as tight and controlled
lead times, optimized costs, and minimal space requirements.
In just six weeks, with the support of its European subsidiaries, Cosfibel group created a highly compact display that
gives the product high visibility. The display features sun care color codes and has three parts:
- an impactful cardboard display providing information on the risks of sun exposure
- a thermoformed base
- a tube on which the bracelet-tubes are stacked.
The display is simple to restock, visible, and is easily accessible to consumers.
SWERVE INNOVATION BOX: Making Detergent Packaging and Refilling a Fulfilling Experience
As we all strive to use less materials in our packaging, many marketers and brand managers find themselves
worried about the lack of shelf impact a minimal package may possess. Doing away with traditional, ownable forms is a
difficult leap to make, but packaging strategies for the future should not be considered in isolation.
Laundry detergents, liquid softeners, and fabric conditioners have—for what seems like an eternity—relied
on large, bold forms in primary colors. With consumers demanding more responsibility from their brands, the refill
package has crept back onto the shelves. However, refill packages have a number of practical trade-offs that can affect
brand loyalty regardless of good intentions.
Refilling a detergent bottle is a messy and awkward activity, so it is no surprise that many consumers revert back to
disposable packaging. Instead of adding a refill package to the brand line-up, let’s consider a different approach. The
design shown here is a minimal pouch with a hang hole built into the top seam. The consumer removes the cap and screws
on a dispensing cap, piercing an inner seal. The package is then hung and the consumer simply presses the side action valve
to dispense the product.
The dispensing cap can be reused, and all that is discarded is the pouch, which is the most minimal of refill scenarios. Add
options such as a preset dosing mechanism or a tube attachment for easier dispensing, and the whole laundry experience
has been changed way beyond wrestling with a refillable bottle.
Consumers should not be expected to make functional concessions for minimal packaging. Functional improvements and
added convenience are often sighted as the most looked for packaging attributes by consumers. Brands can use these factors
to gain differentiation at retail, to reconsider material needs, and to build loyalty far beyond the moment of purchase. For
more innovative ideas, visit www.swerveinc.com.
ANNOUNCEMENTS: CBX Announces Student Design ‘CBXtra Credit’ Contest for Paid Internship
Graphic design students from around the U.S. are invited to participate in CBXtra Credit, a design contest sponsored by
CBX, one of the largest independent branding and design consultancies in the country. The contest invites students to design
a line of fictional packaged goods products from a supplied design brief. Students will be judged on how well the design
reflects the brief, the creativity of the design concepts, and how well the line holds together by a panel of CBX principals
and designers.
Up to 10 finalists will be invited to present their work to the judges. Their presentations and the thought processes behind
their designs will determine the Grand Prize Winner. The winner will receive a paid summer internship at CBX and a posting
of their winning submission on the CBX website, www.cbx.com. The
contest commences March 27th, 2008, when full details and materials of the contest will be available at
www.cbx.com/studentcontest. The deadline is
midnight on April 24.
Gravure Golden Cylinder Awards Deadline Extended
Entry deadlines for the Gravure Association of America’s 2008 Golden Cylinder Awards have been extended. For
the Technical Innovations Category the new deadline is April 10th. The new deadline for all other categories is April
30th. Judging for the Technical Innovations Category will take place at the Pressroom Technology Conference April 22
to 24 in Cincinnati, OH. Judging for all other categories will be held in May in Rochester, NY. Visit
www.gaa.org/awards/index.html.
HBA Spring Conference Focuses On Wellness
Trends and Technologies in Personal Care
The latest technical innovations in well-being and prestige marketing and branding trends in personal care
packaging were key discussion points at the HBA Spring Conference that took place March 4 and 5 at the Javits
Convention Center in New York. “Achieving Well-Being: The New Paradigm” and “International
Prestige Package & Design” were attended by a collective audience of more than 375
registered delegates.
Keynote speakers Laurent Gilbert, Global Director of Raw Materials and Advanced Research at L’Oreal, spoke
about how vital it is to continually renew and transform one’s business in “Fostering Innovation in a
Global Context;” and Marc Gobé, president, Emotional Branding, talked about how a brand’s
success tied into emotional and cultural impacts in “Brandjam: Humanizing Brands Through Emotional
Design.”
Also presented on Wednesday was an exclusive survey, “Well-Being: Redefining a Mega Trend,” by
market research firm RealityCheck. "The massification of the well-being trend signals that it is no longer a luxury
exclusive to wealthy and well off," said Roben Allong, market strategist and consultant at RealityCheck Consulting
Network.
In addition, sessions on “Packaging the Way Nature Intended,” “Technology Transfer in Packaging
Innovation,” “Luxury Packaging: Sustainable Solutions,” and “Make your Package a Super
Model that Gets in Every Magazine” were well-received by attendees looking for the latest packaging, marketing
and brand building trends.
The next HBA events will be the 16th Annual HBA Global Expo and Educational Conference taking place September 9, 10,
and 11 at the Jacob K. Javits Convention Center in New York. It is the largest product development event and new product
launch pad for the cosmetics, fragrance, personal care, and well-being industries. In addition, the HBA Industry Awards
Dinner honoring the industry’s top marketing, product development and packaging professionals along with the
presentation of the International Package Design Awards will take September 9 at the Marriott Marquis Hotel in New
York. For more, visit www.hbaexpo.com or
call 1-212-600-3117.
Crown Holdings Names Jerry Gifford President of North America Division
Crown Holdings Inc. announced that Gerard (Jerry) Gifford has been promoted to president, Crown Beverage
Packaging North America. He previously served as senior v.p. of Beverage Packaging Operations, North America, and
has been chosen to succeed Robert Truitt, who is retiring from Crown after 35 years with the company.
In his new role, Gifford will drive the expansion of Crown’s products into new markets and with new customers. He
will also be responsible for overseeing 16 beverage manufacturing facilities in North America. Gifford will report to
Raymond L. McGowan, president of Crown Americas.
“Jerry’s well rounded background in plant management, operations and customer service coupled with
his extensive knowledge of the beverage packaging business makes him an ideal candidate for this position,”
says McGowan. “We are confident that under Jerry’s guidance, our position in the marketplace will be
strengthened and Crown will continue to lead in developing new products to assist consumer product companies keep
pace with changing consumer demands.”
Gifford began his career with Crown as a facility engineer 25
years ago. Since then he has held a number of positions of increasingly responsibility, including plant manager and area
manager. He holds a degree in mechanical and industrial engineering from Clarkson University and is a graduate of the
Advanced Management Program at the Harvard Business School.
TOOLBOX: Designer’s Toolbox Sponsor of the Week Is Big3D.com
Lenticular leader Big3D.com makes uniquely designed, 100% recyclable lenticular cups and containers. Made
entirely from lenticular lens material, these cups and containers feature 3D depth and image vibrancy usually seen in
larger format lenticular graphics—a big improvement over old-style, non-recyclable lenticular cups. By forming
the container completely out of lenticular lens, Big3D is able to achieve the greater depth and more impressive
3D effects.
Big3D.com: Lenticular Cups
1419 M Street, Fresno, CA 93721
Bradley Fitzhenry, Marketing Director
Phone: 559-233-3380
Email: Bradley@Big3D.com
Web: www.big3d.com.
SOFTWARE: GMG ColorProof 4.5 Incorporates
Adobe PDF Print Engine Technology
GMG, supplier of high-end color management and proofing solutions, announced that its ColorProof version 4.5.2
will incorporate new RIP interpreter technology based on the latest Adobe PDF Print Engine technology.
PDF has been accepted as the de facto standard for dependable and more secure electronic information exchange in
the graphic arts industry. Adobe Acrobat is the leading software for streamlining creative workflows and managing PDF
files. Implementation of the Adobe PDF Print Engine technology in GMG ColorProof now guarantees 100% compatibility
with Adobe Acrobat software and Adobe Creative Suite versions 2 and 3. For GMG users, this means that GMG ColorProof
produces precisely the same results as displayed in Adobe Acrobat.
Additional benefits include enhanced font handling with fewer errors, optimized transparency handling and qualitatively
better support of PDF and PDX files. Further, new PDF specifications can be implemented much faster than in previous
versions.
In addition to integrating Adobe PDF Print Engine technology, GMG ColorProof 4.5.2 also features other new functions,
such as: Halftone proof support of the HP Z 6100; The high-quality mode of the Epson 4880, 7880 and 9880 with smoother
appearance; High-speed printing for form proofs, likewise for the Epson 4880, 7880 and 9880; and 16-bit support for
data import.
Version 4.5.2 is available free of charge to users of GMG ColorProof 4.5 and customers with a service agreement. Owners of
an older version can purchase the update from authorized GMG dealers.
Nik Software and Vertus Team Up to Offer
Color Efex Pro and Fluid Mask Savings
Nik Software Inc. and Vertus announced a new software bundle which offers photographers and creative
professionals superior solutions for image extractions and creative enhancements. By combining the features and
capabilities of Color Efex Pro 3.0 Complete Edition from Nik Software and Vertus’s Fluid Mask 3, the leading tools
in their respective categories, photographers, graphic designers, and image editors receive increased creative flexibility
at a significant cost savings.
Color Efex Pro 3.0 from Nik Software are the leading photographic filters for digital photography, widely used by many of
today's professional photographers around the world to save time and get professional level results. The award-winning
Fluid Mask 3 offers the most powerful and accurate image extraction on the market. The product offers a “Smart
Blending” capability unique to the software, an effective edge detection system, and intuitive workflow
resources.
Available on both companies’ websites as electronic download files, the products are being offered together
at $429.95, representing a savings of $110, or 20%. The bundle offer is good through June 1, 2008. In addition, current
Color Efex Pro 3.0 owners can get Fluid Mask 3 directly from Nik Software at a 15% discount. For download and
discount information please visit
www.niksoftware.com/vertus or
www.vertustech.com/bundles/nik.htm.
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