| BLOG 8: EXTENSIVE PAPER OUTLINE |
Outline for a paper about Packaging
I. Introduction
a. Thesis: The packaging for every product/brand helps build brand equity and is an important element in the marketing plan since it plays a crucial role in customers’ purchasing decisions.
i. Colors and design images used
ii. Words/messages
iii. Shape /size of the final packaging
iv. Material the packaging is made of
II. Body
a. The careful selection of colors and design images for the use of packaging is extremely important because it needs to be able to draw the attention of potential customers.
i. Colors
1. Warm colors such as red and yellow indicate an energetic feel
2. Light colors such as blue and green create a calming atmosphere
ii. Design Images
1. Images need to be appropriate for the product
a. Cartoons/mascots for adult products
i. Adult audience can have a hard time relating to the cartoon
ii. Adult may not take the product seriously
2. Marketers will place design images carefully on the packaging in order to draw attention to the brand name.
b. Words/message
i. The word choice and messages printed on the packaging need to be able to amuse and grab the interest of consumers.
1. Positive words
a. Healthy words or things that indicate a healthier alternative help draw in consumers
2. Message can indicate that the brand/product is a community leader
a. Box tops for children’s education at the bottom or top of the packaging
b. Message saying that the package was made from recycled products.
i. The “green living” trend is rapidly growing and marketers working on packaging are taking advantage of this.
c. Physical shapes/sizes of the package
i. Oftentimes, marketers strategically create certain shapes for the product to spread an even deeper message.
1. Drink bottles
a. Drinks targeting women (ex. Propel bottles) will often be shaped to be skinny bottle to spread the message that the woman will be skinner and have a physique similar to the actual bottle if she uses the product.
b. Drinks targeting men (ex. Gatorade) will often be shaped to be big and bulky to spread the message the men can gain a muscular and bulky physique similar to the drinking bottle if he uses the product.
ii. The packaging needs to be the right size for the right consumer
1. Women need their packaging to be smaller, smooth, and easy to grip
2. Men tend to like their packages bulkier and bigger
3. Children like their packages to be easy to open and easy to grip
iii. The packaging needs to create an experience for the consumer
1. EX: Apple really focused on this experience when they created the iPods because the packaging was so intricate that it felt like the consumer was unfolding a present.
d. Material the packaging is made of
i. As mentioned before, “green living” is a huge trend so many people are starting to use their packaging out of recycled products.
ii. Consumers are turned onto products that can be reused.
1. I prefer to buy products that I can open and close at my own convenience.
2. Also, I like to buy products that I can use the package for later purposes such as a glass jar or plastic containers vs. cardboard boxes.
iii. Durable packaging helps draw in more customers.
iv. See through packaging helps consumers see exactly what the product is and this helps drive their purchasing decisions.
III. Conclusion
a. With so many different products and competitors out in the market today, it only makes sense that the packaging for products go beyond their traditional methods in order to stand out and grab the attention of their consumers.
b. What I have learned from the research
i. Revisit key research findings
c. Application to customer insights – how understanding the needs of consumers and the social responsibility aspect can ensure greater profits. |
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| 1 Comments: |
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Tina - I think this outline looks good. In your intro, you might want to find some statistics or thoughts about the impact that packaging can have on consumer behavior - I am quite sure there is a lot of research out there, especially on grocery store products. I would definitely look for opportunities to provide examples whenever possible and (I'm sure you'll do this) also include pictures of the packaging whenever possible. One other topic that you might want to consider or incorporate (but you shouldn't feel obligated to) is how packaging can facility the use and disposal of products. You mention packaging made of recycled materials, but you could also discuss how packaging can be designed to be more easily recycled or more easily degraded when put in the trash (I think there is more corn-based products that aren't harmful in landfills, but I don't know the full story on this). On the ease-of-use side, I'm thinking about laundry detergent and paint cans that now have no-mess spouts and other packaging that has been designed to make it easier to hold, pour, etc. (e.g., the inverted ketchup bottle). I think that is all I have for now. Let me know if you have other questions or concerns.
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Name: Tina Bui
Major: Marketing
and Communication Studies
Email: tina.u.bui@gmail.com
Birthday: January 29th, 1988
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posted by
TunabeREAL at 
Tina - I think this outline looks good. In your intro, you might want to find some statistics or thoughts about the impact that packaging can have on consumer behavior - I am quite sure there is a lot of research out there, especially on grocery store products. I would definitely look for opportunities to provide examples whenever possible and (I'm sure you'll do this) also include pictures of the packaging whenever possible. One other topic that you might want to consider or incorporate (but you shouldn't feel obligated to) is how packaging can facility the use and disposal of products. You mention packaging made of recycled materials, but you could also discuss how packaging can be designed to be more easily recycled or more easily degraded when put in the trash (I think there is more corn-based products that aren't harmful in landfills, but I don't know the full story on this). On the ease-of-use side, I'm thinking about laundry detergent and paint cans that now have no-mess spouts and other packaging that has been designed to make it easier to hold, pour, etc. (e.g., the inverted ketchup bottle). I think that is all I have for now. Let me know if you have other questions or concerns.