Top 5 Ways to Create Freshness on Packaging

Consumers are just as conscious about brands and marketing as you marketers are. How can brands develop packaging that tells a story of freshness? Check out PKG’s top five ways...

Transcript

2. How can you sell shoppers on the idea that your product is “fresh?”
3. Here are our five favorite strategies.
5. Retailers and CPG companies are using visual cues of the farmers market or farmstand to evoke feelings of freshness and nostalgia.
6. • Fresh-picked—on a vine or with leaves
7. • Woodgrain, wicker or basket weave
8. • Products within a farm/orchard container
9. Touched by Hand Touched by Hand
10. One step removed from the source. It’s as if the farmer/baker/butcher pulled up to the storefront and unloaded goods for immediate sale.
11. • Handwritten “chalk” type on a black slate surface
12. • Thin, script-y handwriting quickly dashed off with a pencil
13. • Illustrations are loosely sketched
14. • Labels are slightly askew—or stamped— to evoke hand-application
16. ooh chocolate! The most common freshness story on food packaging is through appetite appeal.
17. before before Trying to appeal to a shopper’s base sense o hun er leads food companies to develop bigger and better appetite appeal.
18. after after Trying to appeal to a shopper’s base sense o hun er leads food companies to develop bigger and better appetite appeal.
19. gross yum! Appetite is tricky. It’s easy for the look to be a letdown if packaging printers aren’t held to strict standards.
20. The marketplace is overwhelmed by pictures of food.
21. You need to be unique to stand out.
22. Colorful Colorful
23. It is difficult to use only color as a means of conveying freshness, but combined with other visual cues it helps a brand stand out on shelf.
24. • Bold, vibrant natural colors
25. • Colors found in fresh produce
26. • Be mindful of color cues that shoppers associate with categories Blue = seafood Green = healthy
27. Transparency Transparency
28. Today’s consumers want to know the origin of their purchase. Where does it come from? Who made it?
29. With product reviews a quick Google search away, a brand story should be honest and transparent.
30. Any on-pack transparency story should answer at least one of the following questions:
31. ✓Who made it? Jaime
32. ✓ ✓ Who made it? How is it made? Fair Trade Beans!
33. ✓ ✓ ✓ Who made it? How is it made? What is it made of? Real Whole Coffee Beans!
34. ✓ ✓ ✓ ✓ Who made it? How is it made? What is it made of? Where did it come from? That’s in South America
35. Freshness sells when it’s transparent and authentic. Choose a story and stic with it.
36. If you want to improve your freshness story, get in touch with Liz. Liz Schwartz Vice President - PKG liz@pkgbranding.com