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Digg It - The Psychology Of Packaging - Part I
Packaging. It's something we really don't think much about. We don't really buy things for the packaging. We buy them because we need or want
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
what's inside.
Or do we?
Studies have been made on the psychology of packaging and how it effects buying behavior. The truth is we are very gr
Or do we?
Studies have been made on the psychology of packaging and how it effects buying behavior. The truth is we are very gr
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
eatly affected by how a package looks. In this article we'll cover some examples of packaging power.
Let's start with cereal boxes.
Take a good
Let's start with cereal boxes.
Take a good
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
look at a cereal box of a cereal brand aimed at children. Perfect examples of these are Cap'n Crunch, Count Chocula, Sugar Smacks, Cocoa Krispi
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
s, Frosted Flakes and Trix. Every single one of these cereals has a picture of a cartoon type character that would appeal to children. Some of
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
the most famous characters in history, let alone food history are from these boxes, names like Tony The Tiger, The Trix Rabbit and old Cap'n Crun
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ch himself. These characters have become icons of the cereal industry.
Then take a look at a cereal box of a cereal brand aimed at adults looki
Then take a look at a cereal box of a cereal brand aimed at adults looki
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ng for good nutrition. Perfect examples of these are Wheaties, Just Right, Total, All Bran, Kashi, Puffed Wheat and Raisin Brand. These cereals
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
will either feature a hearty looking bowl of nutritious flakes, maybe an athlete and in the case of the high fiber cereals, a picture of an elder
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ly person or couple. All these visuals are done with the express purpose of making the consumer feel that what is in the box is healthy and good
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
for them. The cereal itself may have little nutritional value but the image portrayed says "eat this, it's good for you."
Moving away from foo
Moving away from foo
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
d and to toys, this is probably the most deceptive of all packaging ploys. In most cases, especially with action toys, the photo on the outside
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
f the package has very little resemblance to the toy inside. GI Joe was a great example of this. On the box you would see army GI Joe in some b
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
rush, maybe in a fox hole. Bombs would be going off all around him. For the marines maybe they were shown landing on a beach. Some boxes showe
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
d whole towns in ruins. Then you open up the box and find a single lone soldier. No sand, no beach, no town. It's amazing how toy manufacturer
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
s get away with this.
The next one is a favorite of an associate of mine. TV dinner packaging. Take a good look at a TV dinner, especially one
The next one is a favorite of an associate of mine. TV dinner packaging. Take a good look at a TV dinner, especially one
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
that is basically meat and potatoes. The cover shows this sizzling meal of roast beef, mashed potatoes, peas and carrots or maybe corn, and a ni
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ce chocolate dessert. The portions look absolutely huge. You're ready to open up your TV dinner thinking you're about to get a really big and h
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
earty meal and you find portions inside that wouldn't feed your cat. There should at least be a warning on the package that says "not actual siz
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
e of food inside."
In future articles we'll go over other types of deceptive packaging made for one purpose and one purpose only. To make sales
In future articles we'll go over other types of deceptive packaging made for one purpose and one purpose only. To make sales
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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