When you are passing by a candy isle in a supermarket, you cannot look away from all the vivid colors and pictures of delicious treats printed on candy packs of all shapes and sizes. Who would have thought that making a purchase can be such sweet torture? Like a big competition among candy where the winner gets to go home with you. But did you know that candy wasn’t always packed in attractive and colorful packages? The Tradition of candy packaging exists for just a little over 100 years. Until 1900, candy was sold in the streets, unwrapped, from carts where it was exposed to dust, dirt and insects, andonly upscale candy stores used glass jars at the time. It wasn’t until 1914 when first candy packaging machine emerged and it was used for packing chewing gum. Halloween also played a role in the development of candy packaging. During the 1940s, trick-or-treaters were being given individually wrapped candies. Small, home-made and home wrapped candy was considered to be most convenient to hand out on Halloween night. The seventies brought changes and factory-sealed packaging became both a standard and a sign of safety, after widely publicized but mostly false stories of tainted candy in the press. Today, the candy industry has come a long way. From the means of maintaining safety and hygiene,candy packaging became an important marketing tool. According to a Nielsen’s study in 2016, the top aspects of candy packaging that made the most impression on the consumer are visuals: the image of the product (51%), a window that shows the actual product (49%), logo or brand name (46%) and the color scheme of the package (41%). The main goal of every packaging design is to stand out on the shelf and win the battle for the consumers’ attention. This battle cannot be won without authenticity. If two or three brands feature the color yellow on their packaging, then the color is no longer drawing attention, and it certainly doesn’t make any distinction from other products. This is where experimenting and innovations are taking place. Innovative packaging formats like mini single-serve packaging, standup pouches, re-sealable packaging or shareable packs are bound to draw more attention. It can also be accomplished through specific colors or artwork, or new packaging materials. Experimentation comes with a certain risk though, so make your decisions wisely. Sometimes it can cause consumer backlash for legacy brands, with consumers passing over the new packaging for other more visible varieties. ![]() Once you launch a new packaging design, be aware that,shortly after, other manufacturers will start implementing your ideaon their products as well. Don’t forget the importance of secondary packaging! Well designed, shelf ready secondary packaging can also indirectly help you to drive sales, so make sure to invest in a good packaging line.Common secondary packaging solutions for candy are Horizontal and Vertical Cartoning Machines (check out cartoners by Tishma Technologies on the following link: https://goo.gl/nKLHwO). To sum it up: Good packaging line, tasty treat and a hint of innovation should do the trick and lead you towards the sweet path of success.
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I like how you point out that candy packaging evolved from a way to preserve safety and cleanliness into a crucial marketing tool. My brother and I jointly own a sweets and chocolate-focused firm. We are currently planning how to package our products with a focus on hygienic practices and product safety. I'll consult professionals and enlist their help in this.
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