Studies have repeatedly shown that every perceptible detail of a product has an impact on how consumers interact with it. From size and shape to colour and font, every little element makes a difference.

In this blog, we will go over some of the psychological triggers that help consumers in identifying a product and associating with it.

1. SHAPE

The primary reason behind considering the shape of the packaging is to ensure ease of carrying and ease of opening. Easy storage is also an important factor to consider while designing primary and secondary packaging. For packages and products that need to be used multiple times on different occasions, “recloseability’ of the package makes all the difference.

Studies have shown that sturdy, angular packaging is associated with masculine attributes, and curvy, rounded shapes with soft finish can be more appealing to female (or feminine) consumers (Pang, Jun & Ding, Ying, 2021). These psychological associations are used to both define and appeal to the target audience.

2. SIZE

Compact yet detailed boxes are perceived to represent luxury and exclusivity as compared to standard, larger boxes for everyday commodities. Larger packages can also indicate value for money.

3. COLOUR

Colours are known to have emotional resonance; green is usually symbolic of nature and sustainability; red can symbolize love and warmth (softer connotation) as well as heat and passion (bolder connotation). Products backed by strong brand identity and image can also easily be recognized by the signature colours of either the logo or the entire package itself.

4. PACKAGING MATERIAL

High-end products will most likely not be packaged in plain corrugated cardboard. This is because cardboard can appear to ordinary and flimsy. Metal, wood, and now even textured paper (for sustainability purposes) are more likely to encase something expensive and luxurious. Plastic is also still in use due to its longevity and sturdiness, but many brands and packers are trying to wean off it and switch to more eco-friendly options.

The new Twist Wrap packs feature a portion control mechanism that allows shoppers to “twist to seal” and save half fo

“Dish soap bottles are one of the most-used household items, so they should be easy to use – from the first drop to t

Tetra Pak, in partnership with Elvir, a subsidiary of Savencia Fromage & Dairy - a world leading milk processor -

The Sustainability Consortium (TSC), alongside P&G, Burt’s Bees, Colgate-Palmolive, GSK, Sustainable Packaging Co

The pouches are available in 70cl for Darnley’s Gin Original, Spiced Gin & Navy Strength products.

The container, called Piranha™, is sealed using a series of raised teeth that run around the sealing flange

As labor costs continue to rise, manufacturers are finding process automation to provide greater returns on investment than before. Calculations of labor costs and time currently invested in every process can help pinpoint what parts of the packaging line are ideal for automation.

Areas to identify and assess that are ideal for automation:

• Repetitive tasks
• Time-consuming processes
• Error-prone activities
• Processes that tend to create bottlenecks when performed manually

Examples of processes that should be automated include:

• Wrapping
• Loading onto machine
• Loading into storage
• Capping, etc.

In the pharmaceutical industry, multi-dose adherence pouch packaging (which is packaged on an automated line) can increase gross profit by up to US$100,000 per local pharmacy per year. This is not only a high ROI, but also enables improved adherence, and decreases rebait pullbacks.

However, installing newer, higher-end machinery requires a substantial upfront capital investment.

Post-pandemic working styles have led to the introduction of Packaging Machinery-as-a-Service.

With Machinery-as-a-Service (MaaS), both suppliers and brand owners share a financial stake in uptime and profits and allow room for scalability of automation especially for fast-moving consumer goods and healthcare products.

MaaS provides the option of zero upfront cost along with installation and training of operators at the plant. This model works on a commission-per-use basis; for example, for each package packed, the machine provider will charge a negotiated price.

The machine can be removed from the plant at any time; no minimum contract period and parts are replaced as and when required.

This model is an example of outcome-based or usage-based pricing. MaaS transfers debt, risk, and operational uncertainty from Capex projects to opex budget. All associated costs, such as parts, maintenance, etc., are also operational costs.

The terms of such services are usually negotiated between the machine provider and machine user based on the size, revenue, and scalability opportunities of the machine-using company. This allows for the mitigation of risk in a calculated manner.  

Artificial Intelligence is quickly taking over many advanced processes in all industries. At its current rate of advancement, AI is making a big dent in the production and distribution of packaging as well.  

Let’s go over some of the technology that AI has backed in the packaging industry.  

1. Vision Systems 

AI models have been created to process customer complaints and improve products. These help in optimizing packaging that can in turn help reduce damage to the product.  

The algorithms today are so precise that they can pinpoint if a cardboard box needs to be replaced with cloth bags and can consider aspects such a light weighting and sustainability.  

Such machine learning systems can help reduce delivery costs, carbon footprint and improve efficiency to up to a 100%.  

  2. Recycling Systems 

AI-powered robots using optical sensors can segregate waste without leaving room for human error to mistake something unrecognizable to be something it is not. This will reduce mixing of waste streams and improve the recycling process.  

  3. Data Labelling 

Automated data labelling would be a standardized procedure that can help reduce customer dissatisfaction and loss of profit due to human error. Data embedded barcodes are an example of AI in date labelling. Scanning of these barcodes can be used to protect packaging lines from errors, emergency product withdrawals (EPWs), and product recalls. 

  4.Product Engineering  

Engineering data can be used to help manufacturers and designers create more sustainable products. Machine learning models can also be used to predict design performance.  

Companies designing AI solutions for packaging: 

• OAL designed AI-powered data labels 

• AMP Robotics is working to revolutionize recycling with AI 

• Monolith AI is the only product engineering AI provider 

• Package X uses optical character recognition (OCR) and artificial intelligence to process packages 

• Sensei manufactures AI-based Recycling Machines  

The three terms in the title are often used interchangeably, and wrongfully so. Tamper-proof, tamper-resistant and tamper-evident are indicative of three different categories of technology that allow businesses to safeguard their product before it reaches the customer.  

Let’s go over what exactly can be defined as the above-mentioned technologies to avoid any false expectations.   

TAMPER-PROOF 

These labels’ seals cannot be ripped easily. In most case, they have to be cracked open with force or cut off, eliminating any risk of the contents being tampered with before consumption. They can also be waterproof and prevent opening in wet and cold conditions. They are most commonly used in the beverage industry and are usually made of “void” polyester or destructible vinyl.  

In short, tamper-proofing not only makes it evident when a package in tampered with but also makes it difficult to do the same.   

TAMPER-EVIDENT 

Tamper-evident labels provide clear indication that a product has been accessed or altered before  reaching the end user it is intended for. This does not necessarily mean that the label or seal is strong enough to prevent intentional tampering but simply indicates the presence of an extra layer of protection. They are most commonly used in food, hygienic and pharmaceutical packaging.  

TAMPER-RESISTANT 

Tamper-resistant and tamper-evident are often used interchangeably to describe the same label function. However, there is a key difference defined by the Food and Drug Administration (FDA). Tamper-resistant labels and seals are used to deter or resist tampering but may not necessarily leave any mark or indication the signifies tampering. On the other hand, tamper-evident seals always leave behind a mark of sorts to indicate tampering.  

In the market, tamper-evident seals have a leg up on tamper-resistant seals as tamper-evident seals are better for maintaining brand and product integrity.  

Tamper-evident packaging is a broad category of packaging practices and technology that alerts the consumer of foul play or damage to the product during the B2C route. Learn more about Tamper Evident Packaging with some examples

In this piece we will focus on the benefits of tamper-evident packaging; besides the few obvious ones such as product integrity, TEP can help improve brand image and overall brand reliability. So let’s go over why you should tamper-proof your product.

REDUCED RISK OF DAMAGED GOODS

Tamper proofing could be something as simple as an added layer of plastic strapping that restricts boxes from being opened during shipment.

Since product damage usually leads to lost revenue and affects the brand image, it is better to safeguard products with tamper-evident packaging (in this case, tamper-resistant packaging would serve the same purpose as tamper-evident packaging.

MONETARY BENEFITS

TEP ensures higher product integrity and thus fewer returns, refunds, and replacements. This directly translates into larger profits in the long run.

INCREASED CUSTOMER TRUST

Consumers are more likely to put their trust in a product that clearly displays a commitment to health and safety. This is especially true for food and over-the-counter medicines and supplements. A simply added seal gives shoppers the satisfaction and sense of safety to buy certain products.

CUSTOMER PROTECTION

Safeguarded products do not only benefit the brand or the seller but also the buyer. The provision of good-quality products increases customer retention as it prevents them from wasting time on returns and replacements.

Reduced product loss due to improved packaging also means wider profit margins at reduced retail costs.

Safely packed products also increase reliability with retailers.

Watch out for our next blog to learn the difference between tamper-proof, tamper-resistant, and tamper-evident.

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A constant point of engagement for FMCG designers and manufacturers is to match their packaging design to market standards. To keep up with trends, big brands usually have a full-time team dedicated to improving shelf impact (discussed in the previous blog) and product recognition. Consumer research is conducted to see what changes buyers would like to see and what aspects of the packaging are they currently happy or unhappy with. 

Sometimes, changes made to the packaging don’t always work in favor of the brand; consumers either no longer associate the brand identity with changed looks or there are flaws in the design itself.

In this blog, we will list out a few instances of packaging redesign that did not hit the mark.

1. Lipton’s Tea Bag Box

Despite it’s visual appeal, Lipton’s redesign for its 100 teabag box did not make the cut for its customers. The elimination of individual paper wrappers and replacement with foil sleeves to packages 25 bags together affected the potency of the remaining unused bags once the sleeve was unsealed.

2. Benadryl

Johnson & Johnson’s Benadryl packaging was not informative enough as many costumers reported ingesting the topical product. The packaging design of the two distinct products; the oral medicine and the topical gel, was too similar for buyers to differentiate between without careful analysis. The bottles of the two products also had the same shape with a tapered top and a flip top cap. Unclear directions added to the problem.

J&J eventually changed the gel packaging to a tube format which also clearly states in bold letters that it is “for skin use only”

3. Tropicana

Tropicana’s famous redesign was so widely rejected that PepsiCo had to switch the packaging back to its original look. One of the major reasons why the new design didn’t work was the complete change in look, including the logo design. No identifiers from its previous fame were left to associate with the brand. The loss of the prominent image of an orange with a straw also made it difficult for costumers to spot a Tropicana tetrapak on the shelf.

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In-depth research is being co-funded with Innovate UK and will closely follow consumers as they plan at home, engage

• The UK’s leading frozen food specialist has partnered with Mondi to package its products more sustainably

The launch marks a major step change in the packaging of cheese, which has moved from a mixed, triple-ply nylon lamin