Brand Management – Five Things You Should Never Put On Your Product Packaging (& Five Things You Should)

The packaging of your product can help or hinder its success. From non-compliance with federal regulations to unattractive product presentation, what’s on the outside matters almost as much as what is inside the packet.

Consumers today are better informed about what to look for on labels and packaging. For example, review ingredient lists in addition to information on the origin of the ingredients, the cultivation methods used and the person who produced the item. There are certain things that should never appear on the product packaging. Likewise, certain information must appear, in accordance with the law.

Finding the right balance between beauty, functionality and conformity requires a skillful touch. The dos and don’ts of packaging can be dizzying.

Five things that should never appear on a product label

1. Misleading information of any kind

The Fair Packaging and Labeling Act empowers the Food and Drug Administration (FDA) and Federal Trade Commission (FTC) to regulate consumer products to ensure that labels correctly describe the contents of packages.

Companies love to tout the amazing qualities of their products, and many brands distinguish between truth and wishful thinking when designing product packaging.

Avoid regulatory interference by listing all ingredients and avoid “soft fill” which distorts the actual amount of product inside.

2. Unintentional comic relief (incorrect spelling, misleading data and poor translation)

Ridiculous packaging blunders are raging on the internet. Here are some nuggets.

Packaging conducive to criminal actions:

A bag of Fritos corn chips advertising a contest, saying, “You could be a winner!” No purchase necessary. Details inside. »Does the company recommend opening the crisps without buying the bag?

Packaging that assumes we’re all idiots:

  • Package of nuts with the following printed on it: “Instructions: Open package, eat nuts.” Unless, of course, you like the taste of plastic …
  • A bottle of rum urging users to “open the bottle before drinking”. Thank you for this advice; this is useful after having already had a few.

Packaging which is just sad:

  • A toilet brush instructing users to “do not use by mouth”. This should include the addendum, “Particularly after being used for its intended purpose.”
  • Harry Potter Toy Wizard’s Broom says, “This broom doesn’t actually fly.” What a way to ruin a child’s day.

Never forget the power of careful proofreading. Otherwise, a product becomes the butt of jokes.

3. Prohibited nutritional claims

Only certain health claims are approved by the FDA for inclusion on labels and packaging. These include …

  • Benefits of calcium in reducing the risk of osteoporosis
  • The role of sodium in increasing hypertension
  • Dietary saturated fat and cholesterol increase the risk of heart disease.
  • The link between dietary fat and increased risk of cancer
  • The Benefits of Grain Products, Fruits and Vegetables Containing Fiber in Reducing the Risk of Cancer and Heart Disease
  • Folic acid and a reduced risk of neural tube defects
  • Non-carcinogenic food sweeteners and how they reduce rot

4. Intentional misrepresentation of a product as “natural” or “organic”

There is plenty of room for maneuver when it comes to labeling a product as organic, all-natural, or low in fat. Consumers interested in natural and / or organic products should know that these products are truthfully labeled. Consumers want to build a relationship of trust with a producer.

5. Information violating USDA or FDA labeling requirements

Packaging regulations for meat and poultry products specifically prohibit placing “chemical free” on labels.

Hormones are not permitted in pig or poultry farming, so labels indicating “no hormones added” are permitted only when the words “federal regulations prohibit the use of hormones” follow.

For bovine meat, labels indicating “no hormones administered” are permitted if the producer proves that no hormones have been used in the breeding of animals.

Five things to include on your product packaging

The eradication of bad packaging practices makes it possible to accentuate the positive attributes of a product.

1. Everything required by the FDA labeling rules:

  • Product identification
  • All ingredients and sub-ingredients listed in descending order
  • Refrigeration or freezing requirements for perishable products
  • “Consumption” dates
  • Nutritional information
  • Storage recommendations
  • Contact details for the manufacturer, packager and / or distributor
  • FDA approved colors used

2. Net content in metric and US customary units

Unit and metric measurements customary in the United States should appear on most consumer products sold in the United States. Also pay attention to the proper placement of these amounts.

3. All food allergens

Under the Food Allergen Labeling and Consumer Protection Act (FALCPA), certain major food allergens must be listed on packaging, including:

  • Milk
  • Fish
  • Eggs
  • Sea food
  • Peanuts
  • Nuts
  • Soy
  • Corn

4. Attractive product presentation

A study by researchers at the University of Miami and the California Institute of Technology points out that the overall appearance and visual appeal of a product grabs the attention of consumers and strongly influences their purchasing decisions.

What’s outside Is account, especially for increasing the potential sales of a product.

5. Environmentally friendly packaging

The use of biodegradable or recyclable packaging components appeals to many consumers. However, even using less environmentally friendly materials, reducing the amount of packaging not only pays off in terms of material costs, but also attracts the green side of consumers.

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The packaging is the face that a product presents to the public. Unless a product’s packaging attracts enough consumer interest, it doesn’t matter what is inside, at least in terms of profit.

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