New Product Packaging - Research Paper Example

New Product Packaging Product packaging plays a great role in the development of the brand; studies have shown that most consumers read only seven first words they come across in any brand. Further, consumers make rational decision and color, and the shape of the product play a role. As the product development manager, of X Industries located in Fujian in mainland China, am tasked with developing a new packaging for a new car perfume that will retail in the main stores in the US. As the project manager, all the requirements of other departments like marketing, production, and supply chain must be taken into account. The main objectives of the packaging include; the cost of the carton, the time required for packaging, protection of the product, retail stores requirements, and branding information (Collins, 2013). Other requirements that must be considered include; legal factors, environmental factors, trade factors, whole supply chain movement, and international trade laws like a bar code, and legal requirement (Collins, 2013). Creative packaging will make the product successful, hence, our objective first will be creating a very attractive packaging that will emotionally connect with the consumers. The package must present the product as fresh and appealing as possible. The selection of the color is essential this will trigger the emotional engagement with consumers. It is important to note that the consumers recognize the colors and other forms that trigger the visual stimuli in the cognitive mind (Johnson, 2012). Once this happens the as, a survival instinct works, and you engage the consumer by the attraction nature. We shall use pink, blue and print the letters in black for total engagement. Pink is a color that symbolizes nurturing and unconditional love, giving the car owner the sense of love to the car and matching it with the product. Blue symbolizes the brand loyalty and confidence in the product; this communicates the sense of friendliness and consumer importance to us. The black letters print will represent the strength and brand authority also makes it stand out from the others, the letters are printed in aerial fonts for easier reading. The cartoon must have a simple design on one side indicating the number of piles for piling together plus other information like temperature and keeping it up. On the opposite side, it contains the address and location of the company. The other two sides show the content inside the carton. The simple design on the carton is effective in communication and branding. The print on the carton is tailor made to connect with the product inside hence the use of graphic design on two sides. For the small runs, flexography printing methods will be suitable for our production. It allows printing of up to three colors this make it a viable option for a high-quality small runs tailor made cartons for packaging the car perfumes. The method suits on-shelf products same as the one we are producing. One of the advantages is that model fits small runs and requires plates that can be used for future production of more cartons, this saves production costs (Challenge Packaging, 2013). Also, it gives the marketer and logistics managers to merge up on the creativity due to its versatility, usability, and precision. Hence, the marketer brand the product image of the product onto the surface of the carton, and the logistic can print the shipping message on the other sides. Other advantages are; inks dry faster due to low viscosity this enables faster production resulting in lower production. The use of the plate does not create variance and printing irregularities as every carton printed is replica of the previous one. An alternative method for considering on small runs will be digital print; it allows a maximum of four color print that is within our range of three colors. It produces a high-quality print and gives both marketers and logistics to pass the information required on the sides of the carton. It for small runs and sometimes applicable to medium runs. The alternative method will consider for small runs is digital printing. Digital printing brings in the versatility, usability, and precision this lowers the cost of production (Challenge Packaging, 2013). The marketers have an advantage of printing the image product on the side and the logistics on the other sides of the carton. This gives in detail information the customer and the retailer about the product. The initial costs of digital printing are way above traditional printing; buts its accuracy and performance saves the logistic team the overall cost. Also to note no plates require in printing thus is the product does not do well there will be no further loss. The elimination of plates makes digital printing greener and environmental friendly. Images produced in digital printing are of high quality unlike the traditional methods of lithography and flexography. Customization of every carton according to retailer’s requirement is possible, this will further boost the brand as the customer engages the product content more easily. Lithography printing is a viable option for the large production run in case of an event of a break even. This method is cheaper in long runs than flexography and digital and other the best of quality, this solution gives a high quality and in high volumes where the cost are subsidized. Some of the advantages include; lithography gives a clear, sharp images and gives a carton a smooth coat. Unlike flexography this method uses a computer to create plate gives the images more clarity. This print too has a higher speed compared to other methods; further it prints on a wide variety of mediums including plastics, and paper. This gives the company value for their money as the printing of products and labels will be done in a single source resulting in massive saving. As the product is being manufactured in China, the packaging must be well labeled and must be English. The carton must ensure the car perfume is adequately protected from Fujian, China to the USA; this is to minimize damages. The carton must be closed by an adhesive tape, the ink used by the printer must glueable. Bibliography Challenge Packaging. (2013). Challenge Packaging Inc. Retrieved from http://www.challengepackaging.co.uk/custom-printed-boxes/ Collins, R. C. (2013). Package Development Guidance for New Product Entrepreneurs. Retrieved from Global Packaging Optimization, LLC: http://gpopt.com/packaging-white-papers/package-development-guidance-for-new-product-entrepreneurs/ Johnson, R. (2012, Feb 08). 10 Psychological Principles to Design . Retrieved from 3.7 Design: http://3.7designs.co/blog/2012/08/10-psychological-principles-to-design-with/ Read More