COUNTDOWN TO PACK EXPO

Pack Expo Las Vegas Can Help Optimize
Package Design for Effective Branding

Ben Miyares

According to the Mintel Global New Products Database, nearly 182,000 new products were introduced globally in 2006. The record-breaking figure represents a 17% gain from 2005 and doubles the growth in new consumer packaged goods launches from 2004 to 2005. With this barrage of new product introductions, it's no wonder brand owners are increasingly leveraging the power of packaging to help influence consumer buying decisions.

To learn more about the prominence of package design in brand communication and challenges associated with the development process, we spoke to Ben Miyares, V.P. of industry relations for the Packaging Machinery Manufacturers Institute, sponsor and producer Pack Expo Las Vegas 2007, being held October 15-17 at the Las Vegas Convention Center.

Q: What are the main challenges facing package designers today?

A: The first challenge involves developing a graphic and structural design that distinguishes the brand on the retail shelf and satisfies consumer demand for convenience. However, creating an eye-catching package is not enough. It must be cost-effective to produce millions, if not billions, of times and fit within a brand owner's capabilities and technology parameters.

For example, a plastic tube containing a carbonated soft drink would certainly stand out next to the more traditional bottles and cans. However, if the brand owner doesn't already have the ability to fill, label, cap and case pack the tubes—or is unable or unwilling to invest in contract packaging services or new packaging machinery—the design would be impractical. Simply put, the ultimate challenge designers face is creating attractive, convenient packaging that actually enhances production efficiency and meets bottom line economic demands.

Q: What role does machinery play in the package design process?

A: Packaging machinery is a critical part of the design equation. It establishes the parameters within which a design will have to operate and is a deciding factor in determining what the next generation of packaging could be. We often point out that without machinery to automate the process, packaging is simply origami.

It's essential to consider packaging machinery early in the design process. As different materials and formats for the primary package are considered, consult your packaging machinery suppliers for assistance in identifying any technical hurdles that may arise. Also, be sure to look beyond the individual elements that make up the production line. All of the capabilities needed to produce a package, including filling and sealing, bundling and labeling, must be taken into account during the evaluation process.

Q: What consumer desires are strong catalysts for packaging innovation today?

A: There are several consumer demands currently driving packaging innovation, including an increasingly mobile society, a growing number of smaller households, and a rising interest in healthier, portion-controlled options that are easy to prepare.

To address today's on-the-go lifestyle, packaging features adding convenience or enhancing portability are in high demand. To address this need, Bumble Bee Seafoods recently introduced Bumble Bee Easy Peel Sensations™ Seasoned Tuna Medley in portable, recyclable aluminum bowls with tabbed, full-panel easy-open foil lids from Impress.

Convenience features can also improve how a product is used. TricorBraun helped Bostik, a Paris-based global adhesives manufacturer, improve the commercial and ergonomic characteristics of the packaging for its Durabond carpet adhesive by adding a curvy, comfortable "handle" to its one-gallon high-density polyethylene (HDPE) container.

Q: What are the most common mistakes made by brand owners when developing new packaging?

A: The most common error is not engaging all key stakeholders early in the process. Brand owners often think of package design as a graphic exercise, which it certainly is, but there's more to it than that. Typically, machinery manufacturers or members of the internal operations staff are brought in to discuss the project at the eleventh hour and there is a presumption that the design is going to work. But that isn't always the case.

This is one way Pack Expo Las Vegas can help. The show covers the spectrum of global packaging innovations, allowing attendees to examine how advanced materials and machinery can work in concert together. This approach has a strong impact on the bottom line and enables brands to stay competitive.

Better planning reduces mistakes and delays. As soon as new packaging begins to be discussed, engage all potential stakeholders. Consider who touches the package from the moment of conception to consumption. Improving communication between marketing and manufacturing personnel can also enhance speed to market. Brand owners should also be up front about needs, requirements and goals with material and machinery suppliers early in the process. Marketing and production must work together from the start to produce a package that works for the brand manager, operations, warehousing, retail, and the consumer.

To register for Pack Expo Las Vegas 2007 or obtain more information, visit www.packexpo.com. You can also contact PMMI's Show Department at 703-243-8555; fax at 703-243-8556; or e-mail expo@pmmi.org.