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State of Packaging 2010

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

page 7 of 17

Gadomski: Brand owners must focus on which trends will develop into long-term consumer preferences rather than fads that will surely be short-lived. They must carefully consider what trends have lasting potential. Brand owners risk a fleeting brand popularity that won’t stand the test of time by responding too rashly or too severely to any given fad. They also risk creating a very specialized niche for a brand that won’t be able to evolve with changing trends.

Dent: I believe the fad/trend to show that your packaging is sustainable (as in exposed natural fibers, obvious recycled content, awkward reuse of materials) is one that is easily executed in the wrong way. We have moved beyond these obvious signifiers of sustainability to a period when the impact needs to be quantified and does not always need to be obvious from a visual/tactile sense.

Trout: The biggest risk, especially in the midst of a challenging economy, is to ignore total cost of ownership. Supply chain, logistics support, flexibility, time-to-market, consumer confidence and satisfaction—these are difficult to measure but can often impact packaging cost and market success.

Nagel: To help owners avoid wrong-way fads, JSN supports brand owners by providing marketing feedback on what we see as being the most appealing directions. As a domestic manufacturer we also help companies avoid the risk of products being out of stock if off-shore packaging doesn’t perform. Additionally, there can be branding issues if package or label colors don’t match from batch to batch. Our many years of experience help us evaluate the best direction a new design requirement may need to take in all these regards.

Schinazi: I think the worst would be to save on the quality of the packaging. This could have strong consequences on the sell out. Competition is fierce and each brand has to keep its presence in POS. Producing cheap packaging could be dramatic at the end.