You want to sound smart in front of customers and colleagues, right? Fortunately, you don’t have to be a scholar in packaging studies to become a knowledge leader in the industry! Start by checking out this quick history of paper and paperboard packaging. Armed with a few unique facts, you’ll be able to strike up engaging and exciting conversations at your next professional event. Here’s a good factoid to pull out: “Did you know that the folding carton was invented by mistake?"

Some products cry out for extraordinary packaging. That’s why a basic rectangular box might not cut it if you’re designing for super-premium chocolate or rare anti-aging serums. In these cases, you need to show your customers just how spectacular folding cartons can be. With so many unique and exciting structures to choose from, cartons can literally become pieces of art on the store shelf. 

Here are five fascinating structures from PPC’s Ideas & Innovation design handbook that are sure to wow customers. 

By Mike Ferrari, Ferrari Solutions, LLC

Remember when toothpaste cartons were simple? Just 20 years ago, the norm was a white carton with two-to-three-color printing and a health endorsement boasting that “four out of five doctors recommend” the product. The entire message was about health and cavity fighting.

Yet the message has changed...

By David Friedman, CEO, High Performing Culture, LLC

Have you noticed that it’s harder than ever before to truly differentiate yourself? Whether you boast your innovative folding carton designs or sustainable solutions or unbeatable speed to market, doesn’t it seem like your competitors are saying the same things about themselves? 

If you have a hunch that your prospects and current customers think you’re pretty much like everyone else, you’re probably right. And when customers can’t figure out what makes anyone different, they buy strictly on price, and none of us want to be in that kind of market!

By Ann Bowers-Evangelista, Psy.D, MBA, Llumos, LLC

True or false?

• Feedback is proven to be a waste of time, with no material impact on the bottom line.
• Effective managers give more negative feedback than positive.
• Feedback for CEOs and senior leaders should come strictly from superiors.
• I am very knowledgeable about how I am perceived by others in my organization.