Thursday, April 30, 2009

packaging a compelling customer experience

Be sure to read this interesting article on package design, from The Dieline! method gets a big ole' mention (and of course they would, rockin' packaging!) Check out this excerpt:

"...How about Method’s packaging? Method’s environmentally-safe home and personal use cleaning products feature beautifully-designed, clear packaging on many of its products. Packaging for the entire Method line has the look and feel of upscale cosmetic packaging. Talk about experiential!

An examination of environmental cleaning products shows that there’s a great deal of similar bill-board-type packaging in the category. Only Method’s packaging is strikingly different. Contemporary, clean, refreshing. As Method’s web site states: “(co-founder) Eric (Ryan) knew people wanted cleaning products they didn't have to hide under their sinks”. Not only does this product claim cleaning effectiveness and safety, it’s meant to be seen. What a concept for commodity products!

While a number of eco-conscious cleaning products are on the market now, why is it that Method has garnered nearly a whopping $100 million in sales in a slow-growth category? Why is it that the brand has also created a community of avid brand loyalists? Products that are made to be seen, are obviously grabbed and used more. More product used, faster repeat sales. Since there are myriad cleaning products on the market, including eco-friendly options, it’s apparent that Method’s experiential packaging accounts for part of the brand’s stunning success."

Be sure to head over to The Dieline to read the complete article!

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