Ten Personalities of a Package

As I mentioned recently in one of my Views, I was surprised to see an AMA Report on new trends in marketing citing packaging as a new vehicle in the communication of a brand's attributes. I was under the impression that most major companies were already utilizing the package as a major component of the brand.

On a number of occasions I have mentioned the concept of the ten personalities of a package as a way of introducing a value added concept to a product or creating a tie-breaker attribute through packaging. In view of the AMA Report, I thought it might be of interest to publish my thoughts on the various utilities of a package that can be used to gain a competitive advantage. The following are the "Ten personalities" of a package as I see them.

Container/Transporter

This is the thing that holds the product. (This is the Webster focus.) It can be a box, bottle, bag, can, etc.

Protector

It is the protector of the product, public and the environment.

Protects the product from damage, leakage or loss of integrity such as odor, flavor, color or freshness. This can be durable packaging or packaging elements.
Protects the public through the use of tamper-proof seals, child-proof caps and reclosable features.
Protects the environment with biodegradable materials, reduced material composition and recycled materials.

Facilitator

It brings ease of use benefits to the product through packaging. Ease of use benefits can come about through transporting, opening, re-closing, dispensing and measuring attributes. Features could include handles, measuring caps, push-pull caps, screw caps, zip tapes, microwavable containers, ergonomically designed containers, tear tapes, etc.

Attention Getter

Your package should be attractive and intrusive. Your package should reach out and grab the customer's attention. This can be achieved through the use of colors, graphics and copy. Remember, your package is your "Billboard at the Point of Purchase." Or as Jim Peters of Brand Packaging says, "Your package in the store is your last chance to complete a sale."

Communicator

Containers should not only describe who it is, but what it is and its reason for being. (Its brand differentiation, competitive advantage and why the customer should purchase it rather than any other brand in the category.)

Image Builder

The package should enhance the positioning of the brand through the use of visual and verbal presentation. The design of the container can project an image as well as words. Some classical words used to build image are: yellow + green = blue, good to the last drop, ADA Approved, approved by Good Housekeeping, mountain grown, etc.

Instructor

The package should convey necessary information to insure proper use such as how to use the product, when and where to use, what to do if . . . , etc.

Educator

The package can be used to communicate information about the brand such as the ingredients, calories, the manufacturer, if the package is made from recycled materials, where it was made, etc.

Reminder

The package can be used to signal when a new purchase should be made.

Secondary Life

Packages may have another life other than recycling. They may be used for arts and crafts, as storage containers of other items, etc.