Our mission is simple...
To get people talking about packaging. When that happens, consumers have the power to impact an industry. Our goal is to inspire great functional and aesthetic design, driving the idea that packaging should be designed for people, not products.
Packaging for your favorite brands should delight, not disappoint. It should enhance your experience with the brand.
What is it?
PackageSPEAK is a consumer conversation about packaging that serves as an important resource and tool for the industry. The initiative is led by qualitative research consultant, Kaylor Hildenbrand of PARK Research Partners, after a client with a small budget and a short timeline wanted a quick response to a simple question about packaging for a product in the market.
- The client’s question – “Isn’t there some place where we can just put a general question out there and find out what consumers think?”
- The response – “No, but I’ll create one.”
Engage with us on Twitter and on our Facebook page where we share great and not-so-great packaging finds from the store shelves and people's homes. We invite you to post your own "sightings" - your likes and dislikes - and together, we can influence package design for your favorite products and brands.
Here's the Story
“Packaging? Really?” That was the initial reaction I heard most often from friends when I said I was going to create a site where people could talk about packaging. It was either that or a blank stare.
But then I’d ask them to think about all of the products they buy and have in their home, and to really consider how well the packaging does or does not work for them. I’d tell them, for example, to think about how their favorite cereal is packaged, and often I’d get stories about an explosion of flakes when the initial seal on the liner finally gives way. Or I’d hear about the hunt for a knife or scissors to cut (or stab!) the bag. I heard about chip clips, paper clips, rubber bands and tape being used simply in an effort to keep the cereal fresh. If you think about it, the entire “chip clip” industry is founded on packaging failures.
Pretty soon the list of frustrations would grow. They would tell me that shampoo bottles slip through wet hands. Toothpaste tubes lie crumpled and messy. Chip bags rip down the side. Teachers tell me that often the foods sent in the children’s lunches (“kid-friendly foods”) can’t be opened by the kids.
For as many bad designs that exist, there are those that win through innovation, creativity, and sometimes simplicity – packaging that actually makes our lives easier or that makes us think differently about the products we use. Personally, I’d like to see more of the successes. And it is in recognizing and calling out packaging that falls short and applauding those designs that enhance the value or usefulness of the product, that save us time and effort, or that are just really cool, that we can inspire the packaging industry and the companies that ultimately package and sell our favorite brands to get on board.
Check out the products in your bath and shower, your pantries, cabinets, refrigerators and freezers. Keep your eyes open when shopping at your local stores or around the world. Take notice, share and impact an industry. Join the conversation today!
I’m Kaylor Hildenbrand, Owner and Principal Consultant of PARK Research Partners LLC and founder of PackageSPEAK. PARK Research Partners is a full service marketing research firm. It is through my work as a qualitative research consultant that I have had the opportunity to talk with many consumers over the years about packaging – what they like, what they don’t like, what works and what doesn’t. One thing I learned for sure is that packaging is often overlooked and really only talked about when one is asked to take notice and respond. PackageSPEAK is just that – my team asking you to take notice of how the products you buy are packaged, and then speak out about it. PackageSPEAK is also a tool for companies and brands to use, tapping into the ideas and opinions of their customers, people just like you who use their products and are either delighted or disappointed by the packaging.