Some industries are keeping current with innovative packaging technologies better than others. Packaging innovation can move your business from a commodity driven product into a premium product category. Not only that, it can build sales and create its own unique niche with little or no competition. Entire new categories of product have been created around a single niche market that may not have existed a few years ago.

Why are so many companies not paying attention to this? They rely on the old industry standbys or packaging campaigns that are “tired” and “trite.” Businesses tend to stay with the tired campaign and then wonder why sales are in a slump, or at the best, a status quo. Competition is fierce in the retail environment whatever the product. It’s not enough to just create a new product or revitalize an old one you have to get it to SELL too. That’s where packaging comes into play. It is your best sales tool. It needs to capture the consumer’s attention while informing them about the contents.

A good example of creative thinking in packaging is how the wine industry is transforming packaging innovation into more sales. They have explored several options and created products based around an unfulfilled need. They have redesigned and created new packaging that satisfies the consumer’s wants and desires. This is creating a demand in previously untapped markets. They are creating brands with a synergistic approach, new bottles, new packaging materials, new shapes, new labels, new dispensing features, new closures, and consequently new customers.

Here are a few examples of how the wine industry is meeting consumers needs.

The Trend: Convenience and Portability

Wine packages that can go places glass packaging can’t go. There are a lot of restrictions on glass packaging. Wine has created new packages made from paper and other materials that can be easily transported and are non breakable. They also have developed a whole new market of single serve package products.

The Trend: Marketing to Women

They are now marketing to largest consumer demographic. Women purchase more wine than men yet the packaging was never geared toward women. Many new offerings have appeared capitalizing on “feminine” appeal.

The Trend: Socialization

This approach takes wine out of the category of fine dining or serving only at a special occasion custom electronic cigarette . The new packages are adding to wine drinking becoming a fun experience and a part of every day life by introducing funky labels and memorable characters. The array of wine labels with an animal theme is quite astounding.

The Trend: Luxury Market

The luxury market is booming while some brands are down scaling product packaging others are moving up to more luxurious packaging. The industry is working to keep wine equated with the luxury experience.

Whatever the trend in your industry, you can capitalize on it with your product packaging. Think about an unfulfilled need and how your product packaging can capture that consumer. Don’t get caught with slumping sales by not staying on top of consumer trends. Pay attention to the consumer. They know your business and might be the driver in transforming sales into profits though product packaging.

If you have an example of packaging that created increased sales through a package design change, please let me know. I’m working on an article on the subject and would love your input. Email me at

Don’t wait until it’s too late. Make packaging your first thought–not your last.

I get hundreds of inquiries a month asking how to package products. Most of the time, they are in crisis mode because they did not think about the package until crunch time. I just got a call from an entrepreneur whose packaging was a disaster. She never thought about the role packaging plays in her product’s success until her retailer said “NO WAY” to her product packaging. She had to start over. As a result, she lost a great deal of money in the process.

To help others learn that lesson before it is too late, I have come up with a basic workshop offering education on packaging products to sell. Whether you are an entrepreneur, inventor, work from home mom, or a small business person with an idea or product it is imperative to understand the role packaging plays in a successful product launch. Packaging 101…it is simple and offers the basics of what you need to know.



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