HOW-TO: Create Product Packaging & Labeling That Sells

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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 Sells

  1. 1. HOW-TO: CREATE PRODUCT PACKAGING & LABELING THAT SELLS Make or Break Your Product/Service +Chris Mohritz | chris@mohritz.co
  2. 2. 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
  3. 3. 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
  4. 4. CAN IT MAKE A DIFFERENCE? Spend a little more time on the front-end, Save a lot of time on the back-end
  5. 5. STAND OUT IN CROWDED MARKET
  6. 6. RE-PACKAGE EXISTING FEATURES ● iPhone ● Released 2007 ● Windows Mobile ● Released 2000
  7. 7. EASILY DIGESTIBLE BUNDLES ● Common product combinations ● Complementary services ● Membership levels
  8. 8. HIT CUSTOMER’S HOT BUTTONS thedieline.com/blog/2013/12/4/before-after-joeys.html ● Benefits over features
  9. 9. 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)
  10. 10. PACKAGING IS ALWAYS MARKETING thedieline.com/blog/2012/6/4/before-after-kraft-now-anything-dressing.html
  11. 11. CUSTOMER JOURNEY Planning the end-to-end customer experience
  12. 12. 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
  13. 13. CREATE A “FLOWING” EXPERIENCE Entry Purchase Ongoing GOAL Purchase WHAT Website/page Store front Shelf space WHY First impression Sets tone GOAL No buyer’s regret WHAT Checkout Fulfillment Unboxing WHY Quality impression Sets trust GOAL Referrals WHAT Ongoing usage After-sale support Return/exchange WHY Lasting impression Sets reputation
  14. 14. 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
  15. 15. NICHE FOCUS Understanding what resonates with your target customer
  16. 16. 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
  17. 17. 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.
  18. 18. SPEAK THEIR LANGUAGE thedieline.com/blog/2013/10/30/before-after-f-whitlock-sons.html
  19. 19. UNBOXING ● engadget.com/tag/unboxing ● unboxing.gearlive.com ● unboxings.com ● youtube.com
  20. 20. STAYING LEGAL Complying with applicable laws & regulations
  21. 21. 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
  22. 22. IF INCLUDING TESTIMONIALS ● Watch FTC rules for endorsements ● business.ftc.gov/advertising-and- marketing/endorsements
  23. 23. 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/guidancedocumentsregulatoryinfor mation/dietarysupplements/ucm2006823.htm ○ etc.
  24. 24. DESIGN REFERENCE Finding inspiration in existing packaging
  25. 25. ENDLESS INSPIRATION ● packagingdesignarchive.org ● thedieline.com ● packagingoftheworld.com ● packagingserved.com ● lovelypackage.com ● pinterest.com
  26. 26. UNIQUE DESIGNS ● Instant differentiation ● Create curiosity ● Good for free publicity ● Create your own Pinterest board (e.g. pinterest.com/chrismohritz/packaging-design)
  27. 27. HAVE FUN (ITS GOOD PRESS) thedieline.com/blog/2013/10/10/a-bigger-harvest.html
  28. 28. 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.
  29. 29. DON’T REINVENT THE WHEEL Starting with an existing template
  30. 30. VENDOR RESOURCES ● Supplier/manufacturer should have container-specific design templates
  31. 31. LABELS ● lightninglabels.com ● advancedlabelsnw.com/digital-labels ● labelchoices.com ● labelimpressions.com ● shortrunlabels.com ● consolidatedlabel.com ● dandrlabels.com ● primeralabel.com ● customlabelshop.com
  32. 32. BOXES, BAGS & BOTTLES ● Need a container? ● sks-bottle.com ● arminak-associates.com ● yourboxsolution.com ● nashvillewraps.com
  33. 33. GRAPHIC STARTING POINTS ● Search for “label design” (or similar) ● shutterstock.com ● graphicriver.net ● 123rf.com ● 3docean.net
  34. 34. GETTING IT DONE Leverage commoditized service markets
  35. 35. DIGITAL IS A GOOD THING thedieline.com/blog/2010/11/19/before-after-sub-zero.html
  36. 36. WORKER MARKETPLACES ● Design work has become a commodity ● 99designs.com ● studio.envato.com ● fiverr.com ● elance.com ● odesk.com
  37. 37. 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.
  38. 38. Feedback? Questions? chris@mohritz.co

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