HOW-TO: Create Product Packaging & Labeling That Sells

HOW-TO: CREATE PRODUCT PACKAGING &

LABELING THAT SELLSMake or Break Your Product/Service

+Chris Mohritz | chris@mohritz.co

OUR JOURNEY

● Does it really make a difference?● Planning customer experience● Focusing on a target niche● Laws & regulation compliance● Finding design inspiration● Starting with a template● Getting it done

Interupt me anytime for questions & comments

CONTEXT

For the purposes of today’s talk:● “Packaging” = Customer Experience● “Labeling” = Regulation Compliance● “That Sells” = Providing the right

information, to the right person, at the right time

● Mostly products for examples, but packaging is equally important for services

CAN IT MAKE A DIFFERENCE?

Spend a little more time on the front-end, Save a lot of time on the back-end

STAND OUT IN CROWDED MARKET

RE-PACKAGE EXISTING FEATURES

● iPhone● Released 2007

● Windows Mobile● Released 2000

EASILY DIGESTIBLE BUNDLES

● Common product combinations● Complementary services● Membership levels

HIT CUSTOMER’S HOT BUTTONS

thedieline.com/blog/2013/12/4/before-after-joeys.html

● Benefits over features

MANY MORE REASONS...

● Sell more (or at all)● Make it easier to understand● Make it more useful● Add on complementary stuff● Cross promotion (bundle w/partners)

PACKAGING IS ALWAYS MARKETING

thedieline.com/blog/2012/6/4/before-after-kraft-now-anything-dressing.html

CUSTOMER JOURNEYPlanning the end-to-end customer

experience

THINK: “THE WHOLE PACKAGE”

● Don’t sell a product/service, sell a package● Packaging is not just the box● Its not just the product● Its not just the marketing● Its not just the customer support● Packaging is the entire experience (start to

finish), the product, the story, the positioning, the support

CREATE A “FLOWING” EXPERIENCE

Entry Purchase Ongoing

GOALPurchase

WHATWebsite/pageStore frontShelf space

WHYFirst impressionSets tone

GOALNo buyer’s regret

WHATCheckoutFulfillmentUnboxing

WHYQuality impressionSets trust

GOALReferrals

WHATOngoing usageAfter-sale supportReturn/exchange

WHYLasting impressionSets reputation

Most businesses / brands only focus on one step at a time - creating a disjointed experience (inconsistent, confusing, etc.)● You’re creating an integrated experience,

not blocky chunks● Your customers will get happier use of

your products/services● You’ll get more positive word-of-mouth

YOUR UNFAIR ADVANTAGE

NICHE FOCUSUnderstanding what resonates with your

target customer

POP QUIZ

● You’re planning a wedding● Which photographer would you choose?

Jerry’s Professional Photography

The one-stop shop for all your photography needs

Sam’s Wedding Photography

All we do is weddings

NICHE-FOCUSED (MARKETING 101)

● Focus exclusively on targeted niches● If too generalized, you will get lost in noise● Speak prospect’s language (be an insider)● Read related product reviews & comments● What’s important to your target customer

defines your packaging’s:○ colors○ benefit highlights○ wording / language○ construction materials○ etc.

SPEAK THEIR LANGUAGE

thedieline.com/blog/2013/10/30/before-after-f-whitlock-sons.html

CAN SCALE NICHES

Water Bottle Company

TowelCompany

T-ShirtCompany

YogaCompany

TweensCompany

GolfCompany

product (function) brands

niche (sub-worldview) brands

worldview brand

Healthy LivingCompany

NewProduct Ideas

NewProduct Ideas

NewNiche Ideas

UNBOXING

● engadget.com/tag/unboxing● unboxing.gearlive.com● unboxings.com● youtube.com

STAYING LEGALComplying with applicable laws &

regulations

UPC & BARCODES

● Be aware: discount codes are typically tied to another company (but still usable)

● gs1us.org● nationwidebarcode.com● cheap-upc-barcode.com● barcodestalk.com● upcdatabase.com

IF INCLUDING TESTIMONIALS

● Watch FTC rules for endorsements● business.ftc.gov/advertising-and-

marketing/endorsements

LABELING COMPLIANCE

● What laws & regulations govern your product & region?

● ftc.gov/enforcement/rules/rulemaking-regulatory-reform-proceedings/fair-packaging-labeling-act ○ Cosmetics: fda.gov/Cosmetics/Labeling/Claims/default.htm ○ Clothing: business.ftc.gov/documents/bus21-threading-your-

way-through-labeling-requirements-under-textile-and-wool-acts ○ Supplements: fda.

gov/food/guidanceregulation/guidancedocumentsregulatoryinformation/dietarysupplements/ucm2006823.htm

○ etc.

DESIGN REFERENCEFinding inspiration in existing packaging

ENDLESS INSPIRATION

● packagingdesignarchive.org● thedieline.com● packagingoftheworld.com ● packagingserved.com ● lovelypackage.com ● pinterest.com

UNIQUE DESIGNS

● Instant differentiation● Create curiosity● Good for free publicity● Create your own Pinterest board (e.g.

pinterest.com/chrismohritz/packaging-design)

HAVE FUN (ITS GOOD PRESS)

thedieline.com/blog/2013/10/10/a-bigger-harvest.html

DESIGN CONSIDERATIONS

● People do judge a book by its cover● Ensure legible at:

○ 1" high (digital photo), or○ 15' away (store shelf)

● Make an emotional connection○ eco-friendly materials○ colors: visual.ly/color-emotion-guide ○ etc.

DON’T REINVENT THE WHEEL

Starting with an existing template

VENDOR RESOURCES

● Supplier/manufacturer should have container-specific design templates

LABELS

● lightninglabels.com ● advancedlabelsnw.com/digital-labels ● labelchoices.com ● labelimpressions.com ● shortrunlabels.com ● consolidatedlabel.com ● dandrlabels.com ● primeralabel.com ● customlabelshop.com

BOXES, BAGS & BOTTLES

● Need a container?● sks-bottle.com ● arminak-associates.com● yourboxsolution.com ● nashvillewraps.com

GRAPHIC STARTING POINTS

● Search for “label design” (or similar)● shutterstock.com● graphicriver.net● 123rf.com● 3docean.net

GETTING IT DONELeverage commoditized service markets

DIGITAL IS A GOOD THING

thedieline.com/blog/2010/11/19/before-after-sub-zero.html

WORKER MARKETPLACES

● Design work has become a commodity● 99designs.com● studio.envato.com● fiverr.com● elance.com● odesk.com

SUMMARY

● Packaging is the entire experience● Use what resonates with your customers● Comply with relevant laws & regulations● Find inspiration in packaging design blogs● Start with a template● Give template & inspiration to graphic

artist

Packaging is always marketing. Good or bad, it is communicating value.

Feedback?Questions?chris@mohritz.co