packaging design

Marketing with Colors 

Let’s play a word association game. What words come to mind when I say:

Blue 

Green 

Red

Yellow

Colors elicit feelings, emotions, memories, associations. It’s no wonder then that businesses large and small use colors to add a dimension to their brand identity. What effect do colors really have though? 

Marketing with colors | packaging design | GTI Industries Inc

Well it’s safe to say we’re all different. Because of that, we process things differently and associate different things with colors, but when it comes to purchasing items and services, color plays a more pointed role. It’s not like we mentally say, “since yellow is my favorite color, I’m only going to buy things with yellow logos and packaging.” The process is a little more nuanced than that. 

Our brain looks at the color with a critical eye thinking, “Do these things match? Does bright pink packaging really match this knee brace product?” Sure, it’s eye catching, but a mismatch could swing consumers in the wrong direction. 

It’s also important for brand recognition. We all know one of the foremost tenants for marketing: differentiation. Companies don’t want to be mistaken for their competition. Think FedEx, UPS, and DHL. Totally different color schemes so no one mixes them up. They each stand alone with their own striking combination.

When picking a color for a brand or product/service, it’s much more than what’s a popular color. It matters what the object represents. Eco friendly consumers? Brown or green. Power and vitality? Black or red. 

It takes a lot of research and profiling to arrive on the best image for your brand, but the rewards are invaluable. Build your empire from the ground up and pay attention to every detail. When you’ve designed your logo, let GTI help you decide on the right printer and make your mark on your boxes. We’ve got to stick together after all. 

3 Benefits Of Shrink Wrap Product Packaging

Regardless of the size, if the core of your business is selling products, you know well just how important eye-catching packaging is for the success. And not just for increasing revenue, but for acquiring new customers as well. Also, beside attractive product packaging, quality wrapping material to ensure safe transport is essential. This is maybe why majority of businesses choose shrink wrap product packaging. Also, the fact that shrink wrap product packaging is Eco-friendly and can be recycled is another reason this packaging technique is very popular, especially with Eco-conscious companies.

But why shrink wrap product packaging? Why all the fuss? To answer these questions, you need to know what shrink wrap product packaging is and how is it done. Shrink wrapping uses two things – a plastic film and heat. The shrink wrapping is done by wrapping a product, of any size or shape, with the plastic film first and then adding heat. The heat helps the plastic film to shrink and to tightly seal the product. Businesses use shrink wrapping not just to protect their products, but also to improve product appeal and to ensure easy transport. In addition, shrink wrap product packaging save storage space what makes it an ideal money-saving solution. Here are 3 more major benefits of shrink wrap product packaging.

Superior Durability – Shrink wrap product packaging offers greater durability than any other packaging. The plastic film used in shrink wrap product packaging features high quality and is hard to damage. This makes it perfect for products that require transport, especially if it’s a long distance.

Impeccable Protection – Because different products, mainly due to size, shape and design, require different protection, finding the best packaging is hard. But with shrink wrap product packaging almost any item can be securely packaged and protected. Shrink wrapping products fully protects enclosed items from harmful factors such as dirt, moisture and other damages. The reason is the fact that shrink wrap product packaging shrinks tightly over a product holding it in one place.

Cost-Effectiveness – Shrink wrap product packaging is very affordable compared to other packaging options. Also, since the plastic film shrinks and encloses tightly onto the product, it saves space. Shrink wrapped products thus do not take up much space in warehouses or factories allowing the owners to use the space for other things. Moreover, since shrink wrap product packaging requires less space for storage, it also requires less space in transport what means more products can be shipped at once.

PepsiCo betting on packaging to get an edge in the cola wars?

On a field visit to Navi Mumbai, PepsiCo's chief marketing officer Vipul Prakash gazes with satisfaction at his company's range of beverages, arranged at a vantage point above racks of traditional snacks and finger foods. "I can put up the best TV screen here and people won't see my ads as many times as they see this," he says.
By "this", Prakash is referring to packaging, a hitherto under-utilised weapon in Indian marketing. However, PepsiCo intends putting packaging front and centre. It's the big bet for 2016, which will hopefully trounce the competition in the annual cola wars that play out through gruelling summer months.

The rationale is quite simple. TV audiences are getting fragmented and ad avoidance is on the rise, even if it's not as much of a problem in India as it is elsewhere. Prakash says: "Even if a consumer watches our ad, it's for 30 seconds and a one way story." Bottles on the other hand are held for anywhere between 10 minutes and an hour.

And so PepsiCo is opting for an inversion of its strategy. Previously, packaging would change to reflect a large mass media campaign that broke on TV. "But if the consumer interacts with the pack so much, can we start the story there?" is what the cola giant is seeking an answer to.

While admitting that the full model is yet to be cracked, PepsiCo nevertheless claims to have notched some early successes. For instance 7Up Revive, a variant launched last year in Kerala and Tamil Nadu, set to go countrywide this year, hit the market in distinctive blue glass bottles with its PET variants featuring a full length wraparound plastic sleeve. The new pack helped highlight the features of Revive, going a long way to educating a sceptical consumer. Research later revealed that the No1 reason for trial was packaging.

For its flagship cola, PepsiCo is rolling out a desi variant of its global emoji campaign. A consumer can pick a bottle with an emoji that reflects his mood provided the range is between happy, party, naughty, etc. (Anger or existential despair are not included for obvious reasons.) An SMS code gives the consumer an opportunity for instant gratification with grand prizes like trips to Las Vegas and Ibiza, or net practice with Virat Kohli. There will be a TV commercial at some point, but Prakash believes with 38 emojis over 10 categories, the story is complete using just packaging. Even if the second stage of consumers sending in SMS does not take off to the extent Pepsi would like, he confesses to being very satisfied with stage one; "The visual appeal on shelves itself tells us the first part has worked."

Those expecting a My Can style TV blitz for Pepsi's 150 ml variant have a long wait ahead. As of now the mini can, priced at `15, is going to be pushed only by a series of web exclusive films, built around the theme 'never underestimate the little things in life'.

For Mountain Dew, the second leg of its real heroes campaign is embracing digital media in a big way. Instead of buying pre-rolls or banner ads, PepsiCo is relying on a combination of its bottles and Blippar, a service that links consumers to videos via codes on packaging. Part of the stories about the four real heroes begins on the label, provoking curiosity. A consumer wanting to know more can be taken to a branded video, to be watched when and where he chooses. While digital used to be considered an add on to TV in media dark areas, it's becoming the lead medium says Prakash; "TV reach is minimal but our bottles are everywhere." PepsiCo is working on weekly audio stories with content providers in Uttar Pradesh hoping to net potentially millions of otherwise hard to pin down consumers.

It's quite a shift at a time when most marketers still balk at riding on the consumer's precious bandwidth to deliver their messages. However Prakash believes "It's not about the brand but the story. If they've watched four minutes and enjoyed it, two seconds of branding will do more than 30 seconds of in your face messaging. I keep telling my teams, 'If a consumer has X amount of bandwidth, would he watch a song or your content?' Your content has to be interesting enough to be chosen." Even the Mountain Dew films deal more with the philosophy of risk than with traditional endorsement. "We don't show our real heroes drinking Mountain Dew" says Prakash.

Going for full length wraps on bottles is something PepsiCo has worked on in the past. It invariably got derailed because it was considered too expensive, with marketing and production bickering over who was to pay for it. But things are different now with even the CFO insisting Revive not be launched unless it has a full sleeve. The brand manager on 7Up Nimbooz Masala Soda agreed to pull back on television to accommodate full wraparounds. Says Prakash, "When you get the support from the top it's easier. I thought we'd not be able to do it for three years. But when there's a sales and consumer pull it comes together." The sales force in particular has been galvanised by the new packaging and are pushing for more in store real estate. Even the visicoolers have been revamped to display packs to best advantage.

According to Shripad Nadkarni, founder MarketGate, who has previous experience at Coca-Cola, "Using packaging to drive home the message is a well established practise especially for teen and lifestyle brands.

The use of emojis as a language that's current is a good strategy." However he cautions that, packaging and TV serve very different purposes and one should not be at the expense of the other. When it comes to wraprounds, he believes these are best tactically deployed else they run the risk of becoming first the new norm and then the new clutter. However the biggest challenge which has as yet been inadequately addressed by either player, according to Nadkarni, is finding out how they can play a more powerful role in the lives of teens.

As for whether it's all going to work, Prakash admits that's still something that remains to be seen. Whether packaging is in fact the answer will be revealed if the packs survive the transition from scorching summers to the squelchy humid monsoons.

Ikea plans eco-friendly boxes made from mushrooms

Ikea plans to replace its polystyrene packaging with eco-friendly boxes made from mushrooms, it has been reported.

Green-thinking bosses at the Swedish furniture giant are said to be looking into introducing the biodegradable alternative as part of a series of changes designed to improve sustainability.

The so-called 'fungi packaging' is made by US-based firm Ecovative using mycelium, the unseen part of a mushroom made up of millions of tiny fibres.

Pioneering: An example of the made-to-measure 'fungi packaging' created by US-based company Ecovative

Ecologically, mycelium’s function is to break down waste. The process causes it to secrete enzymes and proteins which can act as a glue to bond items together into a solid shape.

As it is 'growing' mycelium can be manipulated into a range of sizes and densities, much like plastic, making it ideal for containers and packaging.

Joanna Yarrow, head of sustainability for Ikea in the UK, told the Daily Telegraph the company was looking into the material because 'a lot of products come in polystyrene, traditionally, which can't be - or is very difficult to – recycle'.

In contrast mushroom packaging can naturally biodegrade in just a few weeks. 

An Ikea spokesman confirmed to the newspaper that mycelium is one of the materials it is looking into using but that it is not currently used in production. 

The Swedish firm has promised it will adopt a series of changes by 2020 that will boost communities and the environment.

 

Green-thinking: Ikea has promised it will adopt a series of changes by 2020 that will boost the environment

Two of which include plans to invest £755million into renewable energy for poor communities and also ensuring all of the energy used in its branches comes from clean sources.

This idea of living more sustainably and protecting the planet has even influenced the menu in its restaurants, particularly the much-loved meatballs.

The company is now offering a vegetarian alternative to meat, production of which is associated with greenhouse gases. 

Mycelium is already used by a number of companies around the world. Ecovative already supplies mushroom packaging to Dell computers called EcoCradle, which acts as a subsitute for polystyrene. 

Founders Gavin McIntyre and Eben Bayer have previously built a 'self-fixing' house using the material and have said cars could one day be built with mushroom parts. 

Granell Coffee

 

“Granell coffees are roasted next to the Mediterranean Sea, surrounded by the fine weather, sun and scents that shape the Spanish spirit: joy, warmth, passion and spontaneity. In order to take advantage of these values, specially relevant for the international market, we created a unique proposal for them under the claim “Roasted the Spanish way”. We conjointly built a strategy and speech that would leverage on the attractive of Spain and the Mediterranean, that would be then translated into the design of a new website, brochure and a new line of products called “Mediterranean blends”, which packagings were conjointly designed with illustrator Charlotte Molas.”

McDonald's Serves Up New 'Modern' Packaging

"New year, new me."

McDonald's appears to be adopting the adage and announced today that it has given its packaging a modern makeover -- forgoing the familiar red, white and gold motif and replacing it with bold colors.

This month, the biggest fast food chain in the world is rolling out new carry-out bags, fountain beverage cups and sandwich boxes at its restaurants in the U.S., McDonald's said in a news release today.

The latest look -- featuring colorful accents and bold typography -- will also expand to over 36,000 restaurants worldwide throughout the rest of 2016, the company said.

"McDonald’s is a fun and modern brand and this was a progressive way to turn our packaging into art and support a community where fashion is an expression," said Matt Biespiel, senior director of Global Marketing, according to the news release.

PHOTO: McDonalds global packaging is pictured through the Years 1955-2016.McDonalds
McDonald's global packaging is pictured through the Years 1955-2016.
"Every day 69 million customers visit McDonald’s around the world and this new packaging will be a noticeable change," Biespiel said. "It was fun to join these ideas together and create playful pieces that connect our customers to the Brand."

McDonald's added that the new look is not only stylish but sustainable.

To celebrate the unveiling of the new packaging, two students from Miami International University of Art and Design created an original "couture collection" of "one-of-a-king accessories" under 48 hours using 50 bags, 72 straws, 22 cups and eight sandwich boxes with the new packaging.

NATURALLY CLICQUOT

As if anyone ever needs a reason to pop open a bottle of bubbly! This new champagne from Veuve Clicquot, called Naturally Clicquot, comes in 100% recyclable packaging made from paper and the skins of grapes used the make the champagne itself. Being committed to using environmentally responsible innovations in packaging, we saw them use potato starch as a main ingredient in packaging back in 2013 and 2014.

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“A step further in the approach of eco-responsibility, from the house of Veuve Clicquot. With our wonderful grapes we create our unique champagne. Then, we transform the grape’s skin into a bio-based material in order to create our new innovative packaging.”

“Because the exceptional quality of our wines is largely due to the precious terroirs from which they are produced, environmental concerns have always played an integral part in our striving for innovation and excellence. Each step of the wine production process is meticulously conducted to ensure that the vines are treated with the utmost care and that the production processes have as little impact as possible in terms of consumption, emissions and waste. ”

As consumers are becoming increasingly aware of the waste they and the products they buy create, Veuve Clicquot is a standout. The trusted champagne will only face gaining more loyal customers with such an environmentally-friendly initiative. Naturally Clicquot communicates the change in packaging right on the box with a large graphic of hanging grapes on one side and an outline of the bottle on the other, all while keeping Veuve Clicquot’s elegant style.

Taylor Swift fragrance carton wins award for Diamond Packaging

Elizabeth Arden’s Taylor Swift Incredible Things carton uses a textured, felt paperboard and rich palette of watercolors that transform inspired graphics into a work of art that beautifully complements the primary container inside—an opaque white bottle, decorated with a watercolor print of Taylor Swift’s silhouette profile.

The colorful carton earned a Silver Award in the “Folding Cartons” category for Diamond Packaging at the 28th annual Gold Ink Awards competition, produced by Printing Impressions magazine.

Winners were chosen from more than 1,000 entries submitted in 50 different categories. Entries were judged on print quality, technical difficulty, and overall visual effect.

The carton was converted utilizing Neenah Paper Royal Sundance Brilliant White Felt paperboard. It is offset-printed with seven colors in-line with UV matte coating. The matte coating conveys the soft, natural aesthetic of the design.

A gold foil-stamped and multi-level embossed “13” medallion on the top panel reflects the significance of the lucky number to the music star and matches the fragrance bottle’s finely crafted gold cap, which is also embossed with her signature “13.”

The combination of colors and textures create an irresistible sensory presentation that stands out in the retail environment and captures the feminine, youthful vibe of Taylor Swift and her international fan base.

The Oaxacan Coffee Company

Design and development of image and brand products for TOCC (The Oaxacan Coffee Company, organic coffee, planted under shade delighting your palate with its strong flavor, from San Miguel Talea de Castro, Oaxaca, Mexico. A product designed and developed for all those who visit Oaxaca and want to carry with them a small part of this beautiful city, "take a piece of Oaxaca here" — "Llevas una parte de Oaxaca aquí".

Here's How Bud Light Designed 200,000 Different Colorful Cans for Music Festivalgoers

There are 31 million possible label outputs from 31 designs.

Individualized packaging seems to be the latest trend for beverage giants like Diet Coke and Absolut, and now Bud Light is getting in on the action and bringing it to the U.S. The beer behemoth created 200,000 different cans, variations on 31 designs, using vertical-printing technology from HP.

Starting today, the cans will be available to attendees of the Mad Decent Block Party, a music festival that will hit cities across the U.S. and Canada over the next few weeks and run through September.

"The [individualized cans are] very much in line with what Bud Light wants to do for millennials," said Alex Lambrecht, vp of Bud Light. "We know they want something unique and an unexpected experience, and I feel that they will be so surprised and inspired when they order a Bud Light and get these cans." 

Bud Light was looking for an opportunity to amplify consumers' experience with the brand and to put that innovation in their hands, according to Gina Bazigian, packaging innovations manager at A-B InBev.

"That's where the packaging came in," said Bazigian. "So, we partnered with HP. Instead of printing these cans through conventional printing, we leveraged their HP Indigo digital-press technology, and what makes that significant is that we also used their HP SmartStream Mosaic algorithm." 

The algorithm tweaks each can design based on parameters set by Bud Light. "Each time we've printed a label out they're a little bit different, and that allows us to get 31 million possible label outputs from those 31 designs and ensures that no two cans printed are alike," said Bazigian.

Lambrecht said it's the first time such technology is being used in the U.S. market.

"And this is really tapping into the desire for millennials to have a unique experience," he said. "All 200,000 cans produced will provide 200,000 different experiences."

Bud Light's internal creative team partnered with Virtue Worldwide, VICE's in-house creative services agency and Diplo's L.A.-based record label Mad Decent to create the cans. Mad Decent's team created four custom cans; the 27 other designs were done by various artists.

With the initiative, Bud Light is testing whether consumers will get excited about individualized cans. "There will be more initiatives in the future," said Lambrecht. "What the scale will be, we are exploring." 

Pågen Bakery

“Pågen is Sweden’s largest bakery. Providing Scandinavia and other parts of the world with bread for breakfast, dinner or snacks. Their Fast Food Range has been a classic choice for barbecues for many years. They wanted to adapt the design to become more street food than fast food. More inspirational for customers to try new kinds of burgers, hot dogs and sliders.”

Unique Engagement Ring Box Pirouettes the Ring Like a Blooming Flower

Marriage proposals can be scary, even if you know that the other person will say yes. How and where you’ll ask is always a factor, as well as where to hide the ring. After all, it’d be tragic if it were discovered beforehand. A slimline engagement ring box called Clifton solves this potential problem. Designed by Andrew Zo, it’s no bigger than the size of a wallet and slides into your pocket with ease. Plus, when you open the Clifton, the ring does more than just appear - it pirouettes into position. This is because a pop-up mechanism is meant to present the ring as if it’s a blooming flower.

Zo is a packaging designer by trade, and he first began developing Clifton as a student at Emily Carr University in Vancouver, Canada. He built a paper-based proof of concept in 2011 and over the past three years has refined it into the leather-bound product that we see today.

Clifton is available for purchase with a pricetag of $90. While that might seem like a lot, consider that the average engagement ring is $2,300; this means that the box only adds 4% onto the total expense. It could be seen as a negligible cost to make a once-in-a-lifetime event even more special.

Second Aid

The Second Aid is a collaboration between NOSIGNER and the Kohshin Trading company of Sendai, Japan. The disaster kit features helpful tips on pack for what to do in a major earthquake from OLIVE (also by NOSIGNER), a public forum launched just 40 hours after the initial earthquake of 2011. The kit is smartly designed to include information, food supplies, as well as supplies for personal needs. Having been born and raised in Los Angeles, I am no stranger to earthquakes and how fast they can disrupt everything, so this would be my ideal version for sure!

 




“The package consists of white background with characters in red color, with an image of a first-aid box that would save lives when in emergency. OLIVE’s ‘O’ represents a red circle of Japan’s national flag while ‘LIVE’ means ‘live,’ with a wish of ‘Japan, survive.’ We have collected various ideas of how to make items indispensable to survive in the affected areas where things are not fully equipped, by utilizing things available on site. With voluntary contribution, the website is translated into English, Chinese and Korean and is still expanding as a database that utilizes collective wisdom.”

Design by NOSIGNER

Creative Direction: Eisuke Tachikawa

Graphic Design: Toshiyuki Nakaie, Kaori Hasegawa

Country: Japan