webinar

Creating A Winning Culture: It’s Only data Unless you Use it!
View On-Demand Through December 10, 2014

Latest Headlines

Wrigley designer: Cut 'frustration tax'

March 3, 2011
/ Print / Reprints /
ShareMore
/ Text Size+

One of the goals of package design should be to lower the “frustration tax” that consumers pay when they interact with a package, the design manager for Wm. Wrigley Jr. Co. told a PMMI audience.

Speaking at the recent PMMI Leadership Conference in Rosemont, Ill., Rocco Pawlowski, Wrigley’s regional design manager – North America, talked about how packaging has to break through “the cacophony of clatter” on store shelves. This is especially important now that other forms of advertising have become so fragmented.

“Each of us has a finite amount of time and attention that we’re willing to spend in making a purchase decision,” Pawlowski said. “We’re all cognitive misers.” In Wrigley’s case, that situation is intensified because Wrigley items are often displayed at the supermarket cashiers’ bays, when shoppers are tired, frustrated and/or broke, he said.

“If your brand takes too much time to find or figure out, then you are imposing a frustration tax on consumers,” Pawlowski said. To avoid this “frustration tax,” package designers must offer consumers “shortcuts” that show what a brand is all about. One important way to do this is to integrate all phases of branding, including advertising, promotion, other digital and print communications, package design and structure, in-store displays and other aspects.

Pawlowski spoke about using package design to distinguish Wrigley’s Orbit gum from the competition. When Orbit first hit the market, its paperboard “envelope” was unique for chewing gum, but soon enough competitors rolled out similar packaging.

The design team hit on the idea of printing the paperboard and the wrapper separately, using clear windows on the wrapping to show off the paperboard’s graphics. The wrapper has all the product information; once it’s removed, the consumer is left with an envelope with a fancy design but no verbiage. The envelope then becomes almost a fashion accessory. To increase the appeal, the rotogravure cylinders used to print the envelopes and wrappers have multiple designs engraved on each cylinder, ensuring up to 13 separate designs for each flavor.

Did you enjoy this article? Click here to subscribe to Food and Beverage Packaging

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

2014 Beverage Breakthroughs of the Year

Beverage packaging innovations huff, puff and blow traditional packaging down.
12/10/13 2:00 pm EST

Creating A Winning Culture: It’s Only data Unless you Use it!

On-Demand Manufacturers are often trying to answer a simple question: why is my machine stopped?  Or more precisely what caused my machine to stop?

THE MAGAZINE

Food and Beverage Packaging

FBP April 2014 cover

2014 April

Check out the April 2014 issue of Food & Beverage Packaging, featuring our annual Packages of the Year cover story!

Table Of Contents Subscribe

Packaging Formats

Which packaging format do you want to see more of with regards to meat/poultry/seafood packaging?
View Results Poll Archive

The Food and Beverage Packaging Store

M:\General Shared\__AEC Store Katie Z\AEC Store\Images\FBP\modified-atmosphere.gif
Modified Atmosphere and Active Packaging Technologies

Many factors are relevant in making the proper choice of food packaging material, including those related to shelf life and biodegradability.

More Products

FBP Buyer's Guide

2013 FBP Buyers Guide

 

 

Food and Beverage Packaging's Buyer's Guide provides a list of suppliers of food and beverage packaging solutions. 

Clear Seas Research

CS-OflRGBhomepage.jpgWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

STAY CONNECTED

Facebook icon Twitter iconYoutube icon LinkedIn icon