A Package Is a Package Is a Package...

A friend and I recently were browsing the French Impressionist gallery at the Art Institute of Chicago, marveling at the works of such artists as Monet, Renoir and Pisarro (and trying not to cast off these geniuses as being near-sighted). At one point, my friend mentioned how frustratingly subjective art can be — several critics can offer opposing opinions on what makes a particular work of art beautiful, yet each opinion can be considered equally valid. Wouldn't it be easier if we had a set list of aesthetic qualities all critics could agree are necessary to make a particular work a critical success?

I'm sure many retailers think the same thing when given the task of creating a private label package that sells. And although the judges of this year’s Private Label Packaging Awards didn't always see eye to eye on each entry, there were some “universal truths” on which the judges all agreed. Here are a few suggestions I gathered after the winners were named:

Tell a story with your packaging — literally.
Remember the “Most Interesting Man in the World” commercials produced for Dos Equis beer? If not, here's the gist: A handsome, rugged explorer tells stories about the exotic places to which he's been, the dangers he's faced, and the beautiful women he's charmed. Some consumers like him; some are insanely jealous of him; but many would agree: He's a brilliant marketing tool. Our judges were wowed in a similar way by Topco’s packaging for its World Classics Trading Company premium products. The retailer prints notes from the journal of the fictional world traveler, Hudson, on the back of the packaging. Many consumers love an exciting story, even if they know it's made up!

Take customers back to simpler times.
The recession is making things complicated for everyone, and many consumers want their foods and beverages to transport them back to simpler, more comfortable times. Several submissions had packaging communicating the “good ol’ days”: A&P's Via Roma line, with its authentic photography of smiling Tuscans on the packaging; The Fresh Market’s jams and preserves and canned vegetables, which have classic-looking labels; and ALDI’s '50s soda shop-style graphics on its Sundae Shoppe line of frozen water treats. Even the cute, whimsical crayon scribblings on Winn-Dixie's ice cream bar cartons seem to conjure up pleasant childhood memories.

Reinforce your brand with reusable packaging.
Sure, recyclable packaging keeps your brand looking eco-conscious. But reusable packaging also is eco-conscious, plus it keeps your brand in front of the consumer longer. A&P's 150th anniversary products come packaged in tin containers with classic-looking graphics worthy of Norman Rockwell. The graphics communicate A&P's place in its customers' homes over the past 150 years, and the reusability of the packaging promises customers that A&P will be there for years to come.

A&P's containers are so neat, I now display them on top of my file cabinet like a bust of Caesar Augustus (or my Mr. T bobblehead). No, A&P doesn't have locations in Chicago. But guess where I'll do my grocery shopping the next time I'm visiting the East Coast?