The 4 Way Intersection: Where Brand & Consumer Values Meet

Good package design refers to the brand and its values. Great package design goes one better, connecting brand values to an evolving consumer culture in a meaningful way. It ensures branded products stand out and stand alone. Isn’t that what all marketers dream of? When it comes to culture, there are four values that have emerged in importance in our culture and they’re likely here to stay.

Consumers have made significant changes in their purchasing habits in recent years. Their trust has been repeatedly violated by both service providers and product companies and this has had a deleterious effect on brand loyalty. While they continue to spend, consumers are far more selective about the “who, what and why” of it all. They’re not parting with their hard-earned cash as liberally as they used to. They’re looking now for a “reason to believe”.

Brand packaging must leverage four key assets to align with the customer’s values. Caveat: in order to be relevant and build trust, these must be authentic to the brand. If they aren’t, they should not be leveraged until the brand house is put in order.

• Simplicity... rooted in truth and honesty.
• Transparency... nothing is hidden; company and brand are an open book.
• Partnering... helping consumers solve problems; making their lives easier.
• Social conscience... business is ethically done; companies spell out what they stand for and live up to it; community outreach.

What sounds simple in theory is anything but in practice. In order to be successful, obviously companies must rethink more than their packaging. They must make certain their entire businesses embody these values from top to bottom; that they are fully ingrained and aligned throughout the company, from the inside out. Then good things will happen.

Consumer hunger.

Simplicity and transparency must be the rule for every business. If practiced, packaging can bring these values to the consumer. Package communication like this is very powerful: “This product makes your life easier by solving problems. It helps simplify your life in the midst of a complex world. It helps you to live your best life. We pledge the very best quality and service at all times. It is our goal to earn and keep your trust.” These statements are meaningful to consumers who hunger for these very values as human beings. 

Ready to take the challenge and commit to delivering?

• Why not package wholesome products in clear packaging?
• Why not take the most complex of products and distill package communication down to their very essence? Why not work harder to simplify brand and product messaging?
• Why not address the consumer simply, directly, honestly?
• Why not wrap innovative products in equally innovative packaging? Especially for products breaking ground in socially conscious ways?

When global eye care giant Bausch + Lomb repackaged the company’s renu® fresh™ brand, the company went to healthcare-approved PET bottles. These are blow-molded and clear polyolefin pressure labels are applied. Besides delivering a clean, clear bottle Bausch + Lomb needed to ensure consumers would find the new packaging comfortable to use. Optimal wall thickness enhances squeezing capability. Translation: it delivers a better customer experience.

Procter & Gamble packaged its Dawn Plus Bleach Alternative using a similar approach. The product is showcased in a clear PETE bottle with a co-extruded clear film label.  The descriptor “alternative”, alerts consumers this product cleans as though it contained bleach – but doesn’t – is a huge selling point. A powerful enzyme delivers the tough cleaning power of bleach minus the odor, skin irritation or the risk of creating respiratory problems. Smart product, smart package.

A company that innovates and revolutionizes product packaging is Method. In 2004, Method took a lot of water out of laundry detergent to create ultra concentrates, starting a revolution in the category. More recently, Method Laundry Detergent with Smartclean Technology™ debuted in packaging as unique as its new formula. 8x more concentrated than conventional detergents and 95% plant-based; one sleek 20 oz package will do 50 loads of laundry. The pump-top package is so light it can be dispensed with one hand! Package communication: 50 loads Powered by plant-based Smartclean technology™.

The packaging requires less energy to produce and creates less waste. The “new bottle uses over 36% less plastic compared to traditional 2x detergents and 50% of that comes from recycled plastics”, states the web site. “This is the world's first Cradle to Cradle^CM certified laundry detergent, thanks to its comprehensive green design”.

It’s time for consumer companies to realign their brand values to be where the consumer is. Simplicity, transparency, partnering and social conscience matter. It’s time to rethink consumer brands and products. Then it’s logical to use package design as the means of optimally sharing those values with the consumer.

 

About the Author

Ted Mininni is President and Creative Director of Design Force, Inc., the leading package and licensing program design consultancy to the consumer product and entertainment industries. Ted's articles have been published in many noteworthy trade and marketing publications, in print and online, such as such as Brandweek, Adweek, Playthings Magazine, Brand Packaging Magazine, Package Design Magazine, Packaging Digest, brandchannel.com, TheDieline.com, MarketingProfs.com, License Magazine and Shelf Impact!, among others. Ted’s articles have also been picked up by international business blogs in Asia, Europe, Africa and the U.S. He is also an ongoing contributor to MarketingProfs.com’s “Daily Fix” blog, POP Online and Beverage World Magazine.

To contact Ted, please call 856.810.2277 x10, or send an email to tmininni@designforceinc.com.