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FLEXO Magazine : July 2010
To learn more, call 704.588.3371 or Toll Free 800.438.3111 When you purchase your anilox rolls from Harper, you not only receive the most advanced anilox roll on the market, you gain access to the leading innovators and technical experts in the field of flexographic printing and converting. Technical support is a commitment we take so seriously, we devote an entire division to helping our customers achieve unprecedented levels of quality, consistency and profitability. Call 800-438-3111 and learn to work smarter. GRAPHICSOLUTIONS DIVISION HARPERIMAGE.COM Americas • Europe • Asia ©2010 We’re talking smart. Many companies evaluate fit with equity as only a cursory evaluation. By asking if this packaging fits with the brand, they believe they are adequately determining whether or not this introduc- tion is going to be seen by consumers as a natural extension of the brand. Howev- er, successful new product introductions require a more detailed understanding of what is being communicated by the packaging. Every new product starts out as an "equity borrower," in that it borrows the equity of the parent brand to provide a reason to believe in the extension. However, the packaging communication (and product performance) must ensure that the product communicates all the key equity benefits the parent brand stands for. Only then will the extension become an "equity builder," helping to grow the brand equity long term. BEING INSIGHTFUL Insight-based new product develop- ment is gaining in stature. Starting development efforts by understanding a key consumer insight greatly increases the likelihood of success---as long as the consumer recognizes her/his insight when the product is introduced. It is im- perative that packaging highlights both the insight and the benefits derived from it. And while many of these benefits are rational, some are emotional as well. And, it is largely this emotional "sell" that leads to bonding with consumers and brand building over time. Addition- ally, consumer interest in the concept is driven by reasons-to-believe the benefits will be delivered, as well as features, varieties and value. Clear communication of these is a must if the product is to be success- ful. The fifth point is equally as critical. In addition to all its other objectives, packaging is an advertising medium, and it is the only key advertising many brands employ. But, even if TV advertis- ing is pursued, more people will see your packaging than will ever see your ads. One element of evaluating your packaging is to ask yourself, "What if I could show an ad to everyone who walks into a store? What would I want to communicate?" Similar to TV advertis- ing, packaging should communicate not only rationally, but emotionally as well. It is important to understand both the de- gree of positive and negative emotions generated by the packaging, and the strength of the individual emotions felt. Brand building is accomplished by emotional bonding between a brand and its consumers over time. While the product's performance is obviously important to this process, advertising and packaging are the pillars that set up brand expectations by highlighting the Insight, communicating the concept, and building product awareness. And, as previously mentioned, packaging is, for many brands, the main or sole advertising medium. PROPER ATTENTION So, what's the lesson from all this? Packaging, both from a structural standpoint and through its graphics/de- sign approach, must be given as much detailed attention as the other elements in the new product development cycle. It must be vigorously checked for con- sumer acceptance across all its myriad of objectives. And, of course, it must highlight the Insight, communicate the idea, and support the product and the brand. Without a well-designed pack- age, the odds of a new product "stand- ing up" to gain consumer attention and interest are remote. What should a CPC do? First, include packaging profes- sionals within the company in any new products team to make sure they are involved early in the process and that they both understand and buy into the Insight behind what is being pursued. Make sure agencies understand the total role of packaging, and have a his- tory of successfully communicating all of these objectives to consumers. And, ensure the chosen packaging option that will completely support introduc- tion---because nobody reads a concept before buying. ABOUT THE AUTHOR: Jack R. Gordon is the president of AcuPOLL Research, Inc. a leading new product and packag- ing research company. AcuPOLL offers "Packaging Optimizer," a product used to determine the value and the holistic appeal of packaging (rational, commu- nication and emotional performance). AcuPOLL helps clients find Insights and understand the emotional appeal of advertising, branding and packaging, in addition to helping them understand both rational appeal and communi- cations issues. AcuPOLL also offers workshops on New Product Insights, Concept Development and Package Development www.flexography.org JULY 2010 FLEXO 15
Sustainable Summer 2010