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State of Packaging 2010

By: Jeff Falk
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

page 13 of 17

Nagel: Yes and no. There are new ways to make a brand stand out, but at the same time it is always quality materials and printing that makes the difference.

Schinazi: Consumers are more demanding, and they know when they buy a product that they can have more for their money. Therefore, yes, they want to be amazed. That is not to say, of course, that they will not pay more for this.

Dwyer: Creating something truly different or unique can have a very big effect when executed well. There are always new entrepreneurs identifying gaps in the marketplace that they fill. The bigger the gap, the better the opportunity and the key to success is creating something very unique and simple that has universal appeal. In computers it’s Apple’s iPad, in cars it’s the Toyota Prius and in makeup it is Ellis Faas.

Holland: No, there are many examples where consumers will buy into innovative products and packaging that work together. It could be as simple as taking a traditional product and utilizing non-traditional packaging. Or vice versa—a unique product line can be represented well in fairly standard packaging. I think it comes down to maintaining the brand integrity and offering a package and product that are complementary. Of course this only works if you can maintain a price point that meets the consumer’s expectations.

DiPietro: Absolutely not—products and packaging can always be eye-catching and get noticed. And the fastest way to achieve this is through color. At DayGlo, we believe that “wowing” consumers is always about choosing the right color, not necessarily the brightest.