Packaging Top 10 Tips

In order to help you develop your packaging more productively, we have generated a series of  FREE short 1-2 minute videos detailing our Tip Ten Tips for getting it right. We will be posting 1 x video per day on this blog site over a 10 day period – so keep a look out for them – they could save you a £££$$$ fortune in the long run!

DAY 2 – Tip No2: What you want is packaging that is ‘fit for purpose’ don’t you? That performs all of the roles that it needs to, whilst conveying your brand values.  So where do you start? Click on the link below to go to the video to find out.

Happy Packaging. Cheers Chris

Today’s Video:

Packaging Tip No2 – Keeping it simple & fit for purpose – by Chris Penfold – Design Cognition

Look out Monday for Tip No 3 – market positioning & branding…..

The following initiative by Proctor & Gamble sounds like a great means to “drive scale, improve R&D productivity and accelerate the delivery of new products to market”. Integrating the virtual and digital design capabilities and virtual test capabilities of future packaging and artwork projects in an integrated manner makes sense, should elevate P&G from ‘best-in-class’ for ’stand alone’ systems to ‘world-class’ global integrated solution – but easier said than done.

A range of P&G FMCG products

Implementing enterprise-wide product life-cycle management processes on this scale is a mammoth task. However, by taking a stepwise approach, planned properly as part of an e-Business strategy (dovetailed within an overall corporate strategy) P&Gs chance of success will be much greater. Identification of any barriers (cultural or otherwise) and development / implementation of a ‘game plan’ to deal with these will raise the chances of success even higher. Chris Penfold

P&G Incorporates Global Packaging and Artwork initiatives

Procter & Gamble (Cincinnati, Ohio) is extending the scope of its V6 PLM implementation to incorporate global packaging and artwork initiatives with the help of Dassault Systemes (France). This builds on the previously announced strategic selection of DS solutions for an enterprise-wide product life-cycle management process. Together, Dassault Systemes and P&G are developing a highly integrated suite of products to help make the packaging process more efficient, improve speed to market, increase shelf impact, and ultimately create a better experience for consumers. Streamlining these services is another example of how DS is supporting P&G’s focus on “Simplify, Scale & Execute” which is one of the company’s key growth strategies.

“As P&G continues to serve more consumers, in more parts of the world, more completely, it is essential we have the right tools in place to drive greater efficiency,” says Michael Telljohann, PLM director, P&G. “To address these opportunities as they arise, it’s imperative that mission critical business processes like artwork and packaging move from a series of best-in-class point solutions to enterprise-wide integrated solutions. Dassault Systèmes’ suite of V6 PLM products will help P&G drive scale, improve R&D productivity and accelerate the delivery of new products to market.”

Via http://PMPNews.com 17th Feb 2010.

You can read the full article by clicking: P&G PLM implementation article

Design Cognition are offering a limited number of FREE product and packaging advisory sessions.  Are you worried about the non-compliance of any of your products?  Do you know what regulations your products need to comply to? – Why not book yourself one of these limited sessions and come for a chat?

 If you are attending easyFairs Packaging Innovations show at the NEC (UK 24-25 Feb) then why not take advantage of this fantastic FREE offer?  To book one of the limited 15 minute sessions simply email packagingsurgery@designcognition.com

 Places are limited though, so if you aren’t quick enough to book one, why not visit us on STAND 582 – right by the main entrance – to leave us your details and arrange a follow-up chat after the show.

If you’ve not already registered for the show why not do it now by following this link and becoming a Design Cognition visitor.

This appears to be coming as a surprise but the French government seem very keen on bringing environmental labelling on packaging into force by January 2011, that’s only 11 months away now, so not much time to implement any changes to existing product packaging. 

Whilst I understand the motives behind the French move and admire them for trying to make a difference I’m not sure this is the best way to encourage manufacturers to lower their environmental impact, I’d be interested to hear your opinions. (Jane Bear)

Interesting article  – within the Grenelle Law for the environment, the French government would like to make the labelling of a number of environmental indicators on certain products a legal requirement from January 2011.  For the full article visit cosmeticsdesign-europe

Sterling Anthony has given some detailed technical advice we may all wish to consider for the palletisation of our products.  Annie Dallison

 It’s not an appealing topic, but it has grabbed recent headlines.

The Tylenol national recall—ongoing at the time of this article’s publication—is a reminder that wood pallets can be the source of packaging/product contamination. Such a capability is reason for brand owners to have in place a Pallet Purity Program (PPP).

Written by Sterling Anthony, CPP.  Published in Packworld.com 20th January 2010 to read the full article to follow this link http://bit.ly/5uLMHF

Well, the anti-aging colour foundations have already proved very popular, as have the anti-aging lipsticks, so I suppose it’s only natural that the eyes should be the next target. (Jane)

The cosmetic-skincare hybrid category is, according to Nica Lewis, director of beauty innovation at market researcher Mintel, a new class of products in the prestige beauty sector that combine color cosmetics with skincare functions.

via Innovation leads to anti-aging color cosmetics for eyes.

That is a large fall in profits and although it was based against a very good 2008 so a fall was expected it still doesn’t do anything to build confidence in the business.  It will be interesting to see what they do now, will they cancel any innovations they have in the pipeline to save money or will they go all out on innovation to try and push profits back up?(Jane)

Profits fell by one third for global beauty provider Beiersdorf as European consumers cut back on their beauty spend during 2009. In the face of the tough economic conditions, the company reported provisional figures showing that net income fell from €567m in 2008 to €379m, a fall of 33 per cent.

via Beiersdorf 2009 profit hit by sales downturn.

The normal packaging development  process would involve firstly developing a pack to fit the product in an optimum manner. Then any legally required text would be positioned (including any required symbols, such as recycling logos). Finally the marketing requirements would be implemented, in terms of claims, branding etc. More often than not, there is then a need to go back to product marketers to get them to reduce their marketing copy on the packs, because it simply won’t fit……..and the situation is getting worse!

Other options that can help tackle this problem are:

A, reducing the font size – but this can have implications on readability, print process constraints and there is often a legal minimum size which needs to be adhered to.

B, Using paginated label leaflet formats – where, on occasions, we have developed up to a 10-page concertina style leaflets. However, these multi-layered add-ons can add a huge on-cost onto the price of a pack – for which marketers don’t always want to pay.

C, Printing on the inside of pack (e.g. cartons) – but not visible until a pack is opened. So one can’t do this with certain text which needs to be visible at time of purchase

D, Finally, if all else fails, considering increasing the overall size of the packaging.

An example of a multi-page label solution

This latter route is sometimes unavoidable, especially with pharmaceutical packs, where the packs are very small, and even after taking measures such as reducing the bar codes from 13 digit to 8 digit, there is simply not enough room to display the mandatory legal minimum required text (let alone any marketing text).

Furthermore, it is now the law for any new medicines to incorporate Braille on the packaging (it will be a requirement for all existing medicines by October 2010). This will have to detail the product name, the strength [of the medication] and the dose form – yet another constraint to bear in mind. New products also have to conform with the readability guidelines which are in place to ensure that the packs can be read clearly and understood by the patient/consumer).

It’s worth remembering that it’s not just the basic information that one has to put on the pack. Very this has to be repeated it in a number of  different languages. It’s not unusual for a European product to have a need for 12 languages. And then there might be a need to repeat ‘country of origin’ for every language, and could require five countries needing to be listed (for a range of ingredients). The result could be a situation where  all one has room to display is a list of ingredients  & addresses, and any wish for aesthetic beauty just ‘goes out of the window’.

At Design Cognition, we review the whole space to find an ideal design that looks most aesthetically appealing and hopefully doesn’t look too cluttered – but it’s not always easy!

Incorporating logos of different colours, or trying to mix varying colours of text with backgrounds, can add its own issues and problems. Sometimes ‘house colours’ do not lend themselves to readability, White text on a pastel or black background for instance, can be even harder to read, so we may need to redesign [the pack graphics], using the principles and processes detailed above.

Overall our job is to develop a pack that is fit for purpose and not over-packaged. Things are becoming increasingly challenging but, so far our use of creativity and lateral thinking has provided a suitable solution.

Moving forwards technology could aid some of the issues raised above. Nowadays, certain consumer/marketing information can be shown ‘on-line’, cutting down the need to put it all on-pack – maybe just a web address for further information. There have also been great leaps forward in microchip technology which will enable ‘talking packs’, ‘moving pictures’ and a whole new interactive consumer experience – taking packaging to a new level. These are all areas in which Design Cognition has a strong interest and is working with a number of suppliers to develop cost-effective solutions.

If you’d like more information on these areas, sign up for further information HERE

Chris Penfold

Interesting article and data  on the importance of continued investment into innovative packaging and graphics (Annie)

Year long survey consistently finds that structure might best communicate innovation, especially with supportive graphics. Materials and production also are good barometers. In any economic environment, innovation is key to growth. But, during a recession, many companies are tempted to reduce spending on innovation to save money. Luckily, this is not an absolute rule. Daring brands still pushed the boundaries of packaging innovation in 2009.Earlier this year, Shelf Impact! and international brand consultancy Dragon Rouge formed a partnership to ask branding and packaging professionals to evaluate recent product and packaging innovations. Each quarter, we asked a sample of hundreds of Shelf Impact! readers, from brand managers to designers to materials suppliers, to rate a selection of packages on matters of innovation. View an image and brief description of each of the 10 packages reviewed this quarter.

via Shelf Impact: “Achieving attention-getting innovation” Filed In:.

Sounds like there will be a lot of artworks that will need changing – I hope the smaller businesses out there fully understand the regulations (Jane)

Canadian manufacturers of antiperspirant products have until the end of 2011 to alter product claims and labeling under new regulation. Following new guidance on the classification of products on the cosmetics drug interface, aluminium containing antiperspirants are now classified as cosmetics in Canada.

via Antiperspirant labels and claims change in Canada.