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State of Packaging 2010

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

page 15 of 17

Schinazi: Beautiful packaging that’s reusable. Boxes that we will keep.

Dwyer: Our focus is always innovation, thereby hoping to supply a product that is new and unique, and therefore creating new sales for the brands we sell to.

Holland: We concentrate on providing the total package. For example, if a personal care company wants to launch a new product line with 15 SKUs that includes 10 or 12 different packaging components with different colors and decorating processes, then we are the answer. We have a pretty good history of helping marketers launch new product lines. It’s more efficient to work with one source who can do it all than 10 different sources that may never work with one another. To be able to have control of all the logistics ensures a positive end result. We have done this for years and are always looking for new options for our customers—but it is based on meeting their needs and requests. They dictate the specifics of the package and our job is to provide exactly what they want. A package that works and is delivered on time and at a cost they can be happy with. As far as purchasing behavior, that hasn’t changed through the years and will continue to be where we excel.

DiPietro: Color has been, is and always will be a major influence in purchasing behavior. It evokes emotion, shapes perception of quality, and builds brand identity. In fact, according to a University of Loyola, Maryland study, color actually increased brand recognition by up to 80%.

To understand how DayGlo’s classic fluorescents influence behavior, we conducted our own study with an independent research firm. The study revealed fluorescent products are seen 75% sooner than conventional colors; viewing time is 116% longer than conventional colors; and it generates 59% more re-examination than conventional colors. Those are powerful statistics that cannot be ignored.