Consumers Buy with Their Eyes | Designing to Differentiate

Repeat sales of consumer packaged goods, particularly in the food and beverage categories, are the result of a product meeting or exceeding expectations. But that can only happen if there’s a first purchase. To encourage that first sale, or to create a point of differentiation in a saturated product category, package design is critical.

PACK EXPO International 2012 (October 28–31: McCormick Place, Chicago) will provide product and package developers and converters a wealth of resources to assist in efforts of designing to differentiate—starting in The Brand Zone, in the Lower North Hall.

This special pavilion brings the latest advances in materials and containers plus special features including the Showcase of Packaging Innovations, sponsored by The Dow Chemical Co., and interactive exhibits from Mintel, Material ConneXion and Clemson University (Booth #E-6305). The following examples are just a glimpse of what to expect in Chicago this fall.

A Matter of Material

Clariant offers innovative technologies developed specifically to meet their customers’ changing needs, allowing them to design for differentiation and ultimately achieve a competitive edge. One example is the advanced desiccant polymer (ADP) from Süd-Chemie Performance Packaging (Belen, NM; Booth #7558), a Clariant Group Co.

ADP delivers adsorbent properties integrated directly into thermoplastics, can be molded as needed, and offers built-in dust-free desiccant protection. From a design standpoint, ADP maximizes available space, allowing manufacturers to leverage the full capacity of their packaging. All materials used in ADP comply with US pharmaceutical requirements, as found in the Code of Federal Regulations.

Sleeves are a popular way to create differentiation in the marketplace, which is why Moët et Chandon, a subsidiary of the LVMH Group, partnered with Sleever International (France; Booth #3325) to produce a radical, attention-grabbing package for its new creation, Ice Imperial — a champagne served over ice. Using a high-technology shrink film called SilkSleever, the company designed a uniquely colored and textured sleeve.

Sleever International also now offers a fully biodegradable and compostable packaging solution called the Biosleeve, which is a shrink sleeve developed from biopolymers. Unlike the majority of plastics derived from petroleum products and non-renewable resources, the biopolymer polylactic acid is manufactured from raw plant materials such as corn or potatoes, a natural origin that gives it the advantage of being compostable.

Container Considerations

On-the-go eating is at an all-time high, and that makes container design increasingly important. The Smiler, from Plastic Technologies Inc. (PTI) (Holland, OH; Booth #8509) is a first-of-its-kind, two-compartment polyethylene terephthalate (PET) container that gives brand owners the opportunity to sell a single serving of two compatible products—such as milk and cookies—in one portable container.

As one of the latest trends in flexible packaging, large-format pouches offer excellent marketing and sustainability advantages, but breakage throughout the supply chain is a problem. H.B. Fuller’s (St. Paul, MN; Booth #771) new Flextra laminating adhesive for large format pouches disperses energy if it is dropped, effectively adding shock absorption to the pouch to reduce or eliminate tearing. This innovative new adhesive, debuting at PACK EXPO, allows the large pouch to achieve the shelf appeal and cost economies intended by its design. Flextra adhesive for large pouches is a two-part urethane that enables food fill in just 72 hours.

Visually Appealing

Primera Technology Inc.’s (Plymouth, MN; Booth #5641) CX1200 Color Label Press and FX1200 Digital Finishing System brings label printing in-house, and, ultimately, more creative and flexible label development. The solution’s ability to generate unique shapes on a variety of substrates enables manufacturers to produce distinctive labels that can drive higher sales. Another advantage is the ability to print only the number of labels that are needed for greater efficiency, cost savings and inventory control.

For more information about PACK EXPO International 2012 or to register, visit www.packexpo.com or contact PMMI’s Show Department at 703.243.8555 or expo@pmmi.org. Registration is $30 per person through October 8 and $60 thereafter.


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