Closures: More than an afterthought

WHEN creating a new package, thinking about a very small detail may make a difference in the success of a new product or a repositioned brand.  Bottle, label, liner, dispensing closure, overwrap, cardboard box or clamshell, or any other secondary packaging elements impact not only consumer perception of a product's quality but also affects production line efficiencies, storage and transportation economics.
Consider a small detail: the dispensing orifice of a closure on a salad dressing package. If the salad dressing were of a creamy consistency, the ideal orifice would be large, allowing the dressing to flow freely. However, if the dressing were Balsamic Vinaigrette, one would want to use a smaller, elongated orifice shape to allow for a smooth flow and greater control by the consumer to avoid dispensing too much.  All these details need to be thought out and experimented with before making a final decision.
As you can see, it's essential for brand owners to ask themselves some crucial packaging questions early in the process. Far too often, closure selection is an afterthought in the overall package selection process. Hence, what follows is a set of questions that we recommend asking as part of new-package decision-making.

Question 1: Does the overall packaging concept take into account the brand owner/marketer's most pressing concerns/needs? Does it reflect the product category's standards?
The overall packaging design must be reflective of the marketer's overall brand identity.  For many consumer product categories, like grated cheese, creamers, liquid condiments, etc., brand owners typically want to look as much as possible like the leader in that category.
From the brand owner's perspective, it must also contain the product securely to prevent leakage or spillage during transportation or storage.
In the category of pet foods, treats and nutritional supplements, whilst manufacturers tend to focus on controlling packaging costs, consumers care most that the dispenser keeps the product fresh after opening, contains the smell of the product within the package (because these products often have very strong aromas), and is easy to open and reclose.
Other important concerns for brand owners/mangers include shaping the "defining moments" of a consumer's interaction with the product. Executives at Proctor & Gamble, the consumer products giant, have written about the company's concepts of the "first moment of truth" and "second moment of truth" in relation to consumer products packaging design*. The first moment is essentially the consumer's first encounter with and reaction to a product in the retail environment that draws him/her to the specific shelf space. It's the retail equivalent of "curb appeal" in real estate.  The marketer wins if the consumer decides to purchase. This moment of truth is often based on package shape/colour/contrast, sometimes on the design of the closure. The second moment of truth is the impression the consumer forms through the process of using the product. Every subsequent usage continues to shape this second moment of truth. When thoughtfully selected, closures can play a huge role in shaping this second moment, thereby building and maintaining the brand loyalty, and either confirming or negating the purchase decision the consumer made back in the store.
In choosing closures and other elements of the overall package design, brand managers/owners also must give significant consideration to their target audience's requirements, such as those associated with child-resistant packaging, which must be easy enough for elderly consumers to use whilst preventing children from gainiTest running, chaussures, montres cardio gps et habits sports