What really is this thing we call packaging innovation, how is it nourished, and how can it be successfully woven into a company’s approach to package design? Shelf Impact! Asked Elizabeth Head-Fischer, Packaging Design Manager at Texas Instruments; Michael Livolsi, Package Design Consultant formerly with Unilever; and Arno Melchior, Global Packaging Director at Reckitt Benckiser.

SI:How would you define innovation?

Livolsi: In terms of brand plus packag. It must take into account the complete 30-degree branding graphics as well as structure. Paying attention to category cues is important, too

Melchior: The thing without which we lose market share. If your competition moves ahead and you’re still in an outdated-looking package, you’ll definitely be left behind.

SI: Liz, dose senior management give your industrial design group of managers and so forth a lot of leeway in the trial-and error phase of package development?

Head-Fischer: We're given enough leeway. We're not expected to be on target from the get-go. But you have to have sound logic behind the moves you're proposing. And you have to be able to demonstrate that you're guided by sound testing procedures, not only with focus groups but against International Safe Transit Association guidelines and all the subsequent testing procedures and metrics that carry a package through.

SI: Can you name a recently introduced package that you classify as an innovation success?

Livolsi: Unilever's Axe line of men's care products was quite successful in connecting with young males. Their expectations for a product that really delivers an experience are met by a design that is striking, yet the package is user-friendly while managing to showcase both product and package. Clorox is another good example. One key to successful innovation in package design is that ability to hold onto category cues, yet still push ahead of those cues to create some new news. I think Clorox has done this quite effectively with Ultimate Care Premium Bleach. The package almost has a Woolite-like quality to it in the way it conveys notes of gentleness. But with this line extension, they hold onto the credibility of Clorox, yet bring to the package qualities that are gentle. The package suggests clothes will be cleaned in a gentle way.

Melchior: The dual-chamber bottle used for both Spray 'n Wash laundry cleaner and Resolve carpet cleanser. This bottle has two chambers and a complicated dispensing head that mixes the two liquids. As soon as you combine the two liquids, they start to fizz and go to work on stains. The dispensing head we came up with includes five injection-molded plastic parts. It involved 10 injection molds and three or four blow molds.