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The PKG Blog

How to Leverage the Voice of the Customer for Packaging Decisions in 2019

Posted by Kevin Keating at PKG on June 19, 2019 in packaging

The Voice of the Customer, or VoC, is a broad term describing consumer feedback about their expectations of and experiences with products and services.

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Demand for Biodegradable Food Packaging Expected to Explode by 2023

Posted by Kevin Keating at PKG on April 24, 2019 in packaging

Biodegradation happens when bacteria, fungi, and other biological organisms break down a complex material into simpler components.

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Will Consumers Embrace a Milk-Man Style Packaging Model?

Posted by Kevin Keating at PKG on February 06, 2019 in packaging

By the 1970s, home milk delivery in America via the “milk-man” had become a rarity. 

Throughout that decade, however, there were still plenty of families who returned their glass cola bottles to the grocery store every week to avoid paying a bottle deposit when they bought a new batch. With those two exceptions, reuse of CPG packaging has been an unfamiliar concept to most Americans, but some brands are reviving it for certain products. 

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Packaging and the Supply Chain: 4 Key Considerations

Posted by Kevin Keating at PKG on January 30, 2019 in packaging

The packaging supply chain has never been simple.

Even so, it is becoming still more complex as consumers demand more from their packaging, including convenience, personalization, and sustainability. Meeting increased requirements for brand success requires special attention to the packaging supply chain. 

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The Value of Aligning Your Product Packaging with Your Brand Messaging

Posted by Kevin Keating at PKG on December 26, 2018 in packaging

Packaging and brand messaging haven’t always been as closely aligned as they are now. Marketers now know that when there is an “experience gap” between product and packaging, disappointment can follow, and that gives competing brands a chance to step in.

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The Rise of Pastels in Packaging Design

Posted by Kevin Keating at PKG on December 20, 2018 in packaging

Colors that are mixed with significant amounts of white pigment are pastels, and they are often designated by the adjective “pale” or “light” before the name of the base color, as in “light blue.”

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The Rise of Zero-Waste Packaging

Posted by Kevin Keating at PKG on December 12, 2018 in packaging

Zero-waste packaging doesn’t necessarily mean “zero packaging period.”

After all, products must make it safely to retailers and consumers, and packaging protects the products so this can happen. CPG packaging is also an extremely important brand differentiator. People may not interact with packaging much beyond selecting a product and unpacking it at home, but during its relatively brief use period, packaging serves several crucial functions.

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Amazon's Incentive Program Is Disrupting the Packaging Industry -- Here's How

Posted by Kevin Keating at PKG on October 31, 2018 in packaging

Concern about excess product packaging is not new.

Even before internet saturation and the rise of e-commerce, consumers and environmental organizations lamented the often-excessive packaging that enshrouded many ordinary consumer products. 

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5 Innovative Eco-Friendly Packaging Options

Posted by Kevin Keating at PKG on October 10, 2018 in packaging

Designing CPG packaging is hard, because packaging designs have to satisfy regulations and consumers, while minimizing impact on the environment. 

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5 Environmental Issues Impacting Packaging Design in 2018

Posted by Kevin Keating at PKG on August 22, 2018 in packaging

The ideal CPG product packaging really only exists as a concept.

We would love food packaging that would flawlessly maintain food quality and safety while being attractive, convenient, and informative. It would also be made from renewable resources and generate zero waste while being affordable. Clearly, in the real world, there will be tradeoffs, because addressing some aspects of packaging often results in compromising on other aspects. 

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Simple Change to Johnson & Johnson's Packaging Makes a Big Differences for Parents

Posted by Kevin Keating at PKG on August 15, 2018 in packaging

Johnson & Johnson baby care products have been household standards for many generations of parents. But parenting styles and preferences change, and even iconic brands can suffer from sticking with what worked before if they don’t appear to be listening to their current, core consumer audience.

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An In-Depth Look at the Psychology of Product Packaging

Posted by Kevin Keating at PKG on June 27, 2018 in packaging, food packaging

The list of factors that influence consumer buying behavior is practically endless. Not only do the products themselves play a role, but so does the retailer, and factors beyond people’s control, like the weather and traffic.

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Color and Imagery Snag Top Spots in Consumer Package Preferences

Posted by Kevin Keating at PKG on January 08, 2018 in packaging, package design, cpg packaging, CPG

No one disputes the importance of great packaging design, but what specifically about packaging designs make products stand out from competitors? Does packaging design matter in the same ways depending on whether products are located on the store shelf or on an e-commerce website? 

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Convenient Packaging a Top Priority for Snackers

Posted by Kevin Keating at PKG on December 18, 2017 in packaging, package design, snacking

Food consumption is done differently than it was a generation or two ago. Flexible and non-traditional work schedules and difficulty getting multiple family members’ schedules in sync mean that the family meal together is more the exception than the rule.

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How Food Packaging Design Influences Consumer Taste

Posted by Kevin Keating at PKG on November 20, 2017 in packaging, package design

Although aspects of the human sensory system are assigned to different categories (sight, sound, smell, taste, touch), it is rare to experience one form of sensory input to the exclusion of the others. The use of multiple senses is how humans learn to navigate the world from early childhood, and it does not go away just because we become educated and use rational thinking more frequently.

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What Is Smart Packaging and Why Does It Matter?

Posted by Kevin Keating at PKG on September 18, 2017 in packaging, cpg packaging, CPG

Packaging design originated at as purely functional, a way to protect the contents of consumer package goods during shipment and storage. Over the decades, though, CPG brands have learned how powerful an effect packaging design can have on brand perception and popularity. 

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Is Portion Control Packaging Right for Your Brand?

Posted by Kevin Keating at PKG on August 28, 2017 in packaging

Many consumers “know” that a serving of a favorite food has, say, 200 calories, but do they know what an actual serving is? What does it look like? How much does it weigh? How much of a standard sized plate does it occupy? Consumer estimates can miss the mark significantly, and overindulging is a common consequence.

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Consumer Demand and Manufacturing Costs Drive Flexible Packaging Trends

Posted by Kevin Keating at PKG on May 30, 2017 in packaging, package design

Flexible packaging is appearing on store shelves for an increasing number and variety of favorite consumer packaged goods. Everything from pet food to baking ingredients to cosmetics can be found in flexible packaging, and more consumer products are shifting to it because of both consumer and producer preferences.  

Consumers like that flexible packaging keeps their (and their furry friends’) food fresh with minimal effort.

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The Thin Line: Using Cognitive Dissonance in Packaging Design

Posted by Kevin Keating at PKG on January 30, 2017 in packaging, package design

Good packaging design requires an understanding of human psychology. Since that is true, those tasked with designing food and beverage packaging must take care to use what they know about human psychology in an effective way while maintaining ethical standards.

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Online Shopping Trends Raise Need for Better Protective Packaging

Posted by Kevin Keating at PKG on January 23, 2017 in packaging

Online grocery shopping is an increasingly big deal. According to data from IBISWorld, online grocery sales are expected to increase 9.5 percent annually to become a $9.4 billion industry in 2017. In a chain reaction of sorts, strong gains in internet shopping are predicted to increase the demand for protective packaging by 4.9 percent per year to a whopping $6.8 billion in 2019.

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