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Within the Lines

By: Jeff Falk
Posted: March 9, 2007

page 6 of 8

“Of course, packaging with its shapes and colors is a fashion and, therefore, a cultural thing,” said Pfaff. “What (works) in Germany is probably out in (the the United States). Just we Germans wear leather pants.”

PolyOne works with its international associates when considering a global brand. “We will ask for their input, because culture plays a role in sales,” said Prusak. “I worked on a global brand seven years ago that contained a color that would be deemed the ‘color of death’ in a specific culture. Needless to say, we changed the package.”

According to Pearlman, the differentiator of a color cosmetic product in developing markets is usually through graphics and not function. Colors and graphics also seem to be the package differentiators for non-traditional distribution channels.

“Most outlets such as Gap, Victoria’s Secret, Body Shop use fairly simple packaging (usually stock, differentiated—once again—by graphics),” said Pearlman. “Once again, you generally do not see revolutionary packaging at this channel of distribution because quantities are relatively small, which prevents high level of investments.”

Even with the seemingly simple and small adjustments, there are considerations to be made—considerations that will affect the packaging cost.