Designers Can Benefit from Learning About New Materials and Machinery

One way to stand out on the shelf is by enhancing package appeal with innovative materials that increase visual appearance and differentiation, offer greater convenience, and protect product quality. Another critical factor in brand success is having the right packaging machinery to ensure package designs can be produced efficiently in the volumes required.

To further explore the relationship between machinery and materials in the package design process, we spoke with Edward Bauer, retired director, global packaging, Bausch & Lomb. Bauer is a member of the Packaging Management Council, an association of senior packaging managers from consumer and industrial goods manufacturing companies, facilitated by the Packaging Machinery Manufacturers Institute (PMMI). PMMI sponsors and produces Pack Expo International 2006, being held October 29th to November 2nd, 2006 at Chicago's McCormick Place.

Walk us through the package design process when developing packaging for a new product or new branding initiative. What steps do you take?

Identifying what the consumer needs or wants is essential. What aren't they getting from the existing packaging? Perhaps the product delivery process can be enhanced or the package is difficult to open. Most often, pharmaceutical manufacturers will be seeking to resolve issues with dosing, compliance, and regimen via packaging improvement. The simpler you can keep things for the consumer, the better.

Today's package designers can gain a leg up on competition by knowing what packages are possible with the newest materials and machinery.

Once you determine a specific need or desire, look at how packaging can help. Do you need to create an entirely new delivery system? Once you determine the scope of the project at hand, it will be easier to establish cost parameters and create a realistic budget. It will also enable you to determine the amount of time required for execution and delivery of the new package.

The most critical part of the design process involves choosing the correct material and format. This is especially true when you're dealing with pharmaceuticals, as product formulations may have negative reactions with different packaging materials. Based on the physical properties of the product to be packaged and the budget available, certain materials may be eliminated right out of the gate, or it may become clear that a hybrid is the best solution. Material choice also points the way to the type of packaging equipment required to produce the new or modified package, which plays an equally important role in its success.

Where does market testing fit into the design process?

Launching a new product or a package redesign is a large undertaking both in terms of effort and expense, so conducting market research is critical. This is particularly important when over-the-counter (OTC) drugs are involved, due the intense competition in the marketplace.

Once design concepts have been refined to the top two or three prototypes, it's the appropriate time to begin market testing, such as with focus groups. Small-scale market tests are often very useful, where the product is actually introduced to carefully selected retail establishments. It's important to recognize that consumers don't always respond well to change, so it's very likely you'll receive some negative feedback no matter how much you improve product packaging.

Are there any other elements to package design that need to be considered early?

Package graphics and artwork are just as important as the structural design of the package. This is especially true when dealing with pharmaceutical products, which operate under strict guidelines. Graphics and instructions supplied with a product are often the primary source of information after the doctor. And with OTC products, it may be the only method of communicating with a consumer.

Today's consumers are very well educated. They make purchasing decisions by comparing label information. It's essential to quickly and clearly communicate with the consumer at point of sale to help steer them towards your brand. If the information you provide is easier to understand or provides more complete answers to their questions, it is likely your brand will be purchased and that you will gain a consumer for life.

What factors need to be considered on the equipment side of the process?

It's extremely important to consider packaging machinery early in the package design process. As soon as you've determined the ideal material and format for the primary package (e.g., glass bottle, plastic container, tube, or pouch), audit your existing packaging machinery and identify any technical hurdles that may arise. If you're switching to a completely new format, be sure to evaluate all ancillary equipment as well.

To deliver any package successfully, brand owners must look beyond the individual elements that make up a production line and instead have an overall system understanding. Thorough knowledge of the capabilities needed to produce a package, including filling, sealing, bundling, and labeling, must all be considered as part of the equipment selection process.

One of the first factors to take into account is the lead-time associated with new packaging machinery. Launching a product that requires an entirely new packaging line will take an average of one to two years, due to the time needed to construct, ship, set up, and validate a system. To speed time to market, try to leverage as much of your existing equipment as possible. Upgrades are an effective alternative when your budget and time is tight.

For more information about PACK EXPO International 2006, visit www.packexpo.com. You can also contact PMMI's Show Department at (703) 243-8555; fax (703) 243-8556; or e-mail expo@pmmi.org.