Product packaging & labeling can make or break a product. It must be appealing in order to attract and hold the customers' attention, but also compliant with relevant laws and regulations. Join us for a discussion on strategies for creating packaging that sells your products for you.

1. HOW-TO: CREATE
PRODUCT PACKAGING &
LABELING THAT SELLS
Make or Break Your Product/Service
+Chris Mohritz | chris@mohritz.co

2. OUR JOURNEY
● Does it really make a difference?
● Planning customer experience
● Focusing on a target niche
● Laws & regulation compliance
● Finding design inspiration
● Starting with a template
● Getting it done
Interupt me anytime for questions & comments

3. CONTEXT
For the purposes of today’s talk:
● “Packaging” = Customer Experience
● “Labeling” = Regulation Compliance
● “That Sells” = Providing the right
information, to the right person, at the right
time
● Mostly products for examples, but
packaging is equally important for services

4. CAN IT MAKE A
DIFFERENCE?
Spend a little more time on the front-end,
Save a lot of time on the back-end

5. STAND OUT IN CROWDED MARKET

6. RE-PACKAGE EXISTING FEATURES
● iPhone
● Released 2007
● Windows Mobile
● Released 2000

7. EASILY DIGESTIBLE BUNDLES
● Common product combinations
● Complementary services
● Membership levels

8. HIT CUSTOMER’S HOT BUTTONS
thedieline.com/blog/2013/12/4/before-after-joeys.html
● Benefits over features

9. MANY MORE REASONS...
● Sell more (or at all)
● Make it easier to understand
● Make it more useful
● Add on complementary stuff
● Cross promotion (bundle w/partners)

10. PACKAGING IS ALWAYS MARKETING
thedieline.com/blog/2012/6/4/before-after-kraft-now-anything-dressing.html

11. CUSTOMER JOURNEY
Planning the end-to-end customer
experience

12. THINK: “THE WHOLE PACKAGE”
● Don’t sell a product/service, sell a package
● Packaging is not just the box
● Its not just the product
● Its not just the marketing
● Its not just the customer support
● Packaging is the entire experience (start to
finish), the product, the story, the
positioning, the support

13. CREATE A “FLOWING” EXPERIENCE
Entry Purchase Ongoing
GOAL
Purchase
WHAT
Website/page
Store front
Shelf space
WHY
First impression
Sets tone
GOAL
No buyer’s regret
WHAT
Checkout
Fulfillment
Unboxing
WHY
Quality impression
Sets trust
GOAL
Referrals
WHAT
Ongoing usage
After-sale support
Return/exchange
WHY
Lasting impression
Sets reputation

14. Most businesses / brands only focus on one
step at a time - creating a disjointed
experience (inconsistent, confusing, etc.)
● You’re creating an integrated experience,
not blocky chunks
● Your customers will get happier use of
your products/services
● You’ll get more positive word-of-mouth
YOUR UNFAIR ADVANTAGE

15. NICHE FOCUS
Understanding what resonates with your
target customer

16. POP QUIZ
● You’re planning a wedding
● Which photographer would you choose?
Jerry’s Professional
Photography
The one-stop shop for all
your photography needs
Sam’s Wedding
Photography
All we do is weddings

17. NICHE-FOCUSED (MARKETING 101)
● Focus exclusively on targeted niches
● If too generalized, you will get lost in noise
● Speak prospect’s language (be an insider)
● Read related product reviews & comments
● What’s important to your target customer
defines your packaging’s:
○ colors
○ benefit highlights
○ wording / language
○ construction materials
○ etc.

18. SPEAK THEIR LANGUAGE
thedieline.com/blog/2013/10/30/before-after-f-whitlock-sons.html

19. UNBOXING
● engadget.com/tag/unboxing
● unboxing.gearlive.com
● unboxings.com
● youtube.com

20. STAYING LEGAL
Complying with applicable laws &
regulations

21. UPC & BARCODES
● Be aware: discount codes are typically tied
to another company (but still usable)
● gs1us.org
● nationwidebarcode.com
● cheap-upc-barcode.com
● barcodestalk.com
● upcdatabase.com

22. IF INCLUDING TESTIMONIALS
● Watch FTC rules for endorsements
● business.ftc.gov/advertising-and-
marketing/endorsements

23. LABELING COMPLIANCE
● What laws & regulations govern your
product & region?
● ftc.gov/enforcement/rules/rulemaking-regulatory-
reform-proceedings/fair-packaging-labeling-act
○ Cosmetics: fda.gov/Cosmetics/Labeling/Claims/default.htm
○ Clothing: business.ftc.gov/documents/bus21-threading-your-
way-through-labeling-requirements-under-textile-and-wool-acts
○ Supplements: fda.
gov/food/guidanceregulation/guidancedocumentsregulatoryinfor
mation/dietarysupplements/ucm2006823.htm
○ etc.

24. DESIGN REFERENCE
Finding inspiration in existing packaging

25. ENDLESS INSPIRATION
● packagingdesignarchive.org
● thedieline.com
● packagingoftheworld.com
● packagingserved.com
● lovelypackage.com
● pinterest.com

26. UNIQUE DESIGNS
● Instant differentiation
● Create curiosity
● Good for free publicity
● Create your own Pinterest board (e.g.
pinterest.com/chrismohritz/packaging-design)

27. HAVE FUN (ITS GOOD PRESS)
thedieline.com/blog/2013/10/10/a-bigger-harvest.html

28. DESIGN CONSIDERATIONS
● People do judge a book by its cover
● Ensure legible at:
○ 1" high (digital photo), or
○ 15' away (store shelf)
● Make an emotional connection
○ eco-friendly materials
○ colors: visual.ly/color-emotion-guide
○ etc.

29. DON’T REINVENT THE
WHEEL
Starting with an existing template

30. VENDOR RESOURCES
● Supplier/manufacturer should have
container-specific design templates

31. LABELS
● lightninglabels.com
● advancedlabelsnw.com/digital-labels
● labelchoices.com
● labelimpressions.com
● shortrunlabels.com
● consolidatedlabel.com
● dandrlabels.com
● primeralabel.com
● customlabelshop.com

32. BOXES, BAGS & BOTTLES
● Need a container?
● sks-bottle.com
● arminak-associates.com
● yourboxsolution.com
● nashvillewraps.com

33. GRAPHIC STARTING POINTS
● Search for “label design” (or similar)
● shutterstock.com
● graphicriver.net
● 123rf.com
● 3docean.net

34. GETTING IT DONE
Leverage commoditized service markets

35. DIGITAL IS A GOOD THING
thedieline.com/blog/2010/11/19/before-after-sub-zero.html

36. WORKER MARKETPLACES
● Design work has become a commodity
● 99designs.com
● studio.envato.com
● fiverr.com
● elance.com
● odesk.com

37. SUMMARY
● Packaging is the entire experience
● Use what resonates with your customers
● Comply with relevant laws & regulations
● Find inspiration in packaging design blogs
● Start with a template
● Give template & inspiration to graphic
artist
Packaging is always marketing.
Good or bad, it is communicating value.

38. Feedback?
Questions?
chris@mohritz.co