Because if you’re not moving forward, you’re falling behind

Contributed by Hannah Beasley

Simply stated, innovation drives progress. Even if the innovations aren’t your own.

Take a look at these top innovations and trends in packaging that we’ve spotted lately for an instant rejuvenation of your own imagination and your weekly dose of in-the-know.

Innovation: Products Reinvented

1 – Mario Olives has taken a classic garnish and reinvented it as a snack food, brilliantly marketed as snack size – “Packed loose without the juice!” [Packaging World]

2 – Picture a product with packaging so compelling that consumers buy it simply for the packaging. Canned Air, available for sale on Etsy.com for just $4.99 is exactly that. [The Dieline]

The Look: Clean & Simple Package Design

3 – Good Co. simply states the idea of Good Coffee & Good Company with a simple and elegant look. [Lovely Package]

4 – Vale Ale sets itself apart by entering the marketplace as a chic and contemporary Australian beer. [The Dieline]

Lead Innovator: PepsiCo

5 – Pepsi’s new 100% plant based bottle is breaking new grounds in the world of sustainable packaging, proving that a label and the package wearing it can both go green. [Greener Package]

6 – QR codes are sweeping the nation, and it’s no surprise that PepsiCo is a thought-leader by implementing QR codes to promote their loyalty programs and drive consumers toward more brand engagement.

Labels, packages, and the world of consumer packaged goods is constantly evolving. So which packaging innovations are shaking the way you do business?

Let’s take a closer look at QR codes and how you can use them effectively on your labels. QR codes are designed to bridge the gap from print to the web, allowing companies to measure and increase consumer engagement. Not sure exactly what this means for you? Here’s our best rundown:

When QR codes are scanned, they take consumers to links on the web – this means you can direct your consumers to additional content that won’t fit directly on the package, or you can send them to a page where they can take an action such as participating in a rewards program. You could also direct them to your social media presence, display a promotional page, or point to a contest entry form. The possibilities are really endless, but the most important thing is to make sure that the landing page is mobile friendly. Since you already know that the page is being visited on a mobile phone, pointing a consumer to your standard desktop-friendly-only webpage is bound to cause frustration and will be highly ineffective.

Still not sure how you can make QR codes work for your label? Find a partner who can help you get started, and use these ideas to begin thinking forward!

• Add a QR code to your paint label that directs consumers to online videos with tips and tricks for painting
• Include a QR code on your distilled spirits bottle and let ambassadors earn rewards for brand loyalty
• Use a QR code on canned goods labels to direct grocery shoppers to online recipes and cooking tips

Be inspired. Be innovative.

Contributed by Hannah Beasley

Demand More

Contributed by Dayna Neumann

When it comes to disruptive behavior in the consumer packaged goods market Method is taking on the laundry soap category like the super spin cycle on your Whirlpool.  Method has unabashedly taken on the Goliath of Proctor and Gamble with eye-catching packages that demand your attention and practically beg to be left on the counter and admired.  Despite the woefully un-hip nature of the cleaning products category, Method has challenged the notion that form and function cannot have equal roles in packaging.  Method demands more from their package design.  Method demands to be noticed.  What is holding other companies back from trying new designs?  One factor is the inherent complexity in changing a label or package.

In the not-so-distant past the limitations of package design were dictated by the production capabilities of the output devices.  A conventional litho press or foil stamping operation were typically cost and time prohibitive for adequate testing of a new package or label designs.  If the cost and time to convert to a new label or package is prohibitive, innovation is stifled.  Companies stayed with the tried and true designs making annual tweaks or cautious adjustments.  Over time, this approach begins to dictate your presence in the marketplace.  Why do we allow an output device to determine our market presence?

In the digital era these limitations were improved but other limitations took their place, like size constraints and poor color.  Unfortunately, the speed of innovation in digital print has not matched the market demand for change until recently.  With larger format sizes, remarkable color quality and enhanced coatings techniques, consumer packaged goods companies have a new found freedom in the latest digital press technology.

Even the most staid products, like laundry soap, will enjoy new growth opportunities with digital print.  Companies who learn to harness the power of digital print for packaging stand to gain ground on their competitors by testing new package and label designs in a cost effective way.  Beyond testing, CPG companies can localize their labeling to the store level and create a totally unique customer experience.  Imagine seeing your local landmark or event displayed on labels in your nearby Home Depot.  With advances in press technology, digital has begun to disrupt the packaging world and given not-so-hip products the freedom to shake things up a bit.

Are you demanding more from your packaging?