Ted Mininni: Defy Conventions to Create Winning Packaging

Design Force, Inc. proudly announces that Package Design Magazine has featured its President, Ted Mininni’s latest article on packaging that successfully breaks the mold in its October 2011 issue. In an opinion piece titled: ”Defy Conventions to Create Winning Packaging”, Mr. Mininni discusses examples of products that break the rules when it comes to packaging in order to add more perceptible value for consumers at the shelf.

In a recent interview, Mr. Mininni asked a rhetorical question: “What constitutes elevated value in one product over a competitor’s in consumers’ eyes when the products themselves seem similar? Added convenience in packaging? More user friendly? Easy to repurpose? New features to help serve or store food, for example? A touch of seasonal whimsy? All of these play a role in elevating the value quotient. The key here is to manage the risk when breaking new ground with packaging. The goal always has to be to create category leaders.”

As the article progresses Mr. Mininni shares examples of recent package innovations that add substantive value for their brands. Innovative features that create positive buzz, higher levels of consumer engagement and stronger sales. He states: “It’s no secret that unique package structure helps avoid the dreaded commoditization trap within consumer product categories”.

Mr. Mininni muses on the potential packaging has when fully realized: “Clever, functional, value-added packaging can elevate one brand above the rest in product categories that are rapidly filling up with commodities. Marketers love products that are game changers, but it’s tough to achieve that, especially with consistency. So why not focus on packaging as game changer instead?”

To read the entire article, visit: packagedesignmag.com.