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Knowing your target market

Your Target Demographic in Packaging

As we discussed in Custom is King, the demand for customized products is on the rise. This means that brands are being required to niche in different demographics. Knowing your target market The most successful small business owners understand that only a certain number of people will be interested in their[…]
42 Dubonnet Mascara

Gaining Consumer Trust: “Throwbacks” Inspire Nostalgic Packaging

Throwbacks are everywhere these days! With the popularity of #throwbackthursday posts on social media, and shows like “Stranger Things,” it’s no wonder that consumers are craving more nostalgia. One of the key strengths of nostalgic packaging, also known as retro packaging, is it can feel personal and homemade, especially nowadays, many[…]
42 Dubonnet Gel Liner

How to “Wow” Consumers with Your Packaging

To continue our series on packaging that sells, let’s talk about how to “wow” your consumers with this crucial piece of marketing. What draws your eye to a product in the store? I know I’m drawn to packaging that stands out that looks different than what I’ve seen before. I am[…]

Make Your Packaging More Personal and Engaging

In addition to choosing a stunning design for your packaging, your package copy needs to sizzle. Over the years, I’ve picked up some key insights into what type of copy works best in the design of your packaging. Designers and copywriters make a dynamic duo…we sometimes end up working side by[…]

Is Your Packaging Intelligent Enough for Consumers?

What does it mean to have intelligent packaging? Beyond the basic function of containing an item and telling what it is, brands are beginning to make packaging that’s able to communicate new in-depth information to the consumer. Sensing, recording, and detection devices that monitor changes in the product or the environment[…]
Custom is King

Custom is King in 2017!

If you’ve been in business or marketing for a while, you’ve likely heard the phrase, “content is king.” This year, you’ll want to add a new phrase to the ranks: “custom is king.” High end brands have long been customizing for their customers (i.e. your initials on your Louis Vuitton bag),[…]
Colorful Nail Polish

What’s Your Favorite Color?

“In colour cosmetics, perhaps you have the choice of colour; however in skin care, packaging is very important as it tells a consumer about a product and why they should trust it – whether it is the branding, or whether it gives the feeling that the product has been scientifically tested.”[…]
product naming

7 Golden Rules of Naming a Product

Naming a product can be a tricky process. Product names can veer from the traditional, The Art of Shaving, to the snarky, like Wet-N-Wild’s brown nail polish color, Checkin’ Into Rehab, to the nonsensical like Fruux, the name of a synchronizing company. Product names have to create an emotional connection and[…]

Is Bad Packaging Design Hurting Your Sales?

If success were easy, everyone would have it. There may be barriers you are unaware of that hurt your product sales and bad packaging design is one of them. Bad packaging design can lead to: Being ignored on the shelf Most consumers shop on autopilot. Very few people come to a[…]

3 Ways to Find a Great Niche

The market seems saturated with so many options. If you would like a slice of pizza, for example, you can go artisanal, gluten-free, high-end, or down-market. It may be best to consider industries as bicycle wheels and niches as the spokes. Niches sub-divide markets to yield high-quality, specific products to reach[…]