Top 10 Packaging Trends for 2016

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According to a 2013 publication by EY, the global consumer packaging market is valued at approximately $400 billion. That figure balloons to $500 billion when industrial end markets are included. [1]

 

Packaging is clearly a big business, but it’s not just about the materials that cover a product or protect it prior to purchase. First and foremost packaging must grab the attention of its primary audience, stand out from the competition and create a compelling reason to buy.

 

Packaging must sell the brand proposition and how it can enhance the purchaser’s life, present the product or contents to best effect, fulfill statutory and mandatory requirements, protect contents, help the purchaser use and store the contents appropriately.[2] People buy with emotion first and justify with rational afterwards, regardless of gender or cultural background, so your packaging must touch the heart if you want to move the mind.

 

Below, we’ll look at combination of 10 emerging and continuing packaging trends for 2016.

 

1. Packaging with Hand-Drawn Labels

 

Last month I wrote about ‘What Customers Want: Top 16 Branding Trends for 2016’ and in that article I touched on key trends in the brand arena for the year ahead; personalized, authentic, humanized, interactive, transparency, engaging, and mobile. Packaging is in effect at the sharp edge of these trends too.

 

Shoppers are gravitating towards brands that convey authenticity and that’s often very effectively conveyed with ‘hand done’ or ‘hand finished’ details. With that in mind, some companies have redesigned their brand packaging to feature carefully hand-drawn labels. The High Weald Brewery is one example. Made in Sussex, England, these artisan brews feature packaging that commands attention [3] and complements the upscale beverages inside, plus conveys warmth that implies the distinctive labels weren’t just hastily made or mass produced as an afterthought.

    

   High Weald Brewery 600px

Image via www.highwealdbrewery.co.uk

  

 

2. Personalized Packaging

 

Although this trend emerged in 2014, it shows no signs of slowing down. Coca-Cola led the way with bottles that read, “Share a Coke with…” and featured a person’s name. As the trend gained popularity, the labels became more generic and featured names such as “Mom” and “a Friend”. Now, Coca-Cola has a designated website where people can buy personalized Coke bottles.

 

Nutella, a brand of popular hazelnut spread, has also followed suit by creating packaging with names.  As of October 2015, customers in the UK can request free personalized labels after purchasing Nutella. 

 

 

3. Metal Packaging You Can Microwave

 

Dutch students helped create premium packaging for Emmi, a Swiss dairy brand. Available as part of a ready-to-use fondue kit, the package consists of a metal bowl that can be microwaved or placed in a traditional oven, thanks to a special food-safe lacquer. [4]

 

 

 Emmi Fondu Tulip Karton 400g Usa 600px

Image via www.packworld.com

 

 

Emmi wanted to keep its brand strong with packaging that encouraged differentiation, and has received critical acclaim for this innovation. It may encourage other companies to develop similarly forward-thinking packages in 2016.

 

 

4. Packaging Gets Increasingly Convenient for Customers and Consuming Food

 

Since consumers increasingly lack free time, many large companies have endeavoured to help them cook dinner as easily as possible. Some smaller establishments are also meeting that growing need.  One such venture is The Black Farmer, also based in the UK.

 

Case Study: The Black Farmer

 

Run by Wilfred Emmanuel-Jones, The Black Farmer offers premium meats, including gluten-free options — another growing food trend. It recently announced a pork loin roast that cooks in the package and includes a special blend of spices. [5]

 

 

 The Black Farmer Pork Loin Roast In The Bag 600px

Image via www.theblackfarmer.com

 

 

Jones says research has shown consumers are not confident enough cooking pork at home because they’re not sure how to do it well. The roast-in-the-bag design cooks the pork in less than an hour, and most importantly does not require preparation.

  

 

 

 

This convenience is commonly offered for chicken, but The Black Farmer is the first brand to enter the pork market with such packaging. Translucent material makes it easy to see the contents, while this concept appeals to people who want quick dinners but won’t sacrifice high quality for convenience.

 

 

5. Materials and Structure Are More Than What They Seem

 

Global Closure Systems has engineered a new type of plastic material that mimics the look and feel of glass. These shatterproof containers have two layers and are more efficient to produce than previous kinds of containers made by GCS.[6] Not only is the packaging more pleasing to the eye compared to plastic, but it’s also safer for consumers since it’s less vulnerable to breakage.

  

  

 Global Closure Systems1112

Image via www.packagingeurope.com

 

 

Additionally, Sonoco has developed a package with a metal top and an easy-to-open pull tab, plus clear plastic sides so consumers can see inside.  Called the TrueVue Can, the BPA-free product has a customizable height and wall thickness, so manufacturers can request packaging that shows off their products effectively.

 

 

Tru Vue Plastic Can 600px 

Image via www.sonoco.com

 

  

 

6. Snack Packaging On-The-Go Becomes Handier

 

Last summer, the Hormel Foods Corporation expanded its brand of Skippy peanut butter by offering peanut butter-inspired snacks featuring a crunchy center with a soft peanut butter coating. They’re sold in clear plastic containers that not only make the snacks easy to consumer on the go, but enable customers to view them before purchasing.  However, it’s not the only product appealing to snack lovers who crave convenience.

 

Case Study: Walgreens

 

Walgreens followed Hormel Food Corporation’s lead by upgrading its private-label packages of premium nuts. Specifically, a section of the container is removable to allow consumers to use it as a single-serving bowl. The portability and versatility of the new packaging saw sales grow by 23 percent, and helped it earn a gold medal at the National Association of Container Distributors (NACD) Packaging Awards last year. [7]

  

  

 Walgreensnuts 500px

Image via www.chiefpackagingofficer.com

 

  

7. Increasing Prevalence of Recyclable – Coffee Pods

 

Last spring, Keurig began making recyclable coffee pods, much to the delight of eco-friendly consumers. [8]  In November, news broke that Wolfgang Puck would do the same. [9]  

 

 

  

 

 

These more sustainable forms of packaging follow a growing trend, not only amongst consumer preferences but are also at a statutory and industry level in response to the even more pressing environmental issues associated with excessive packaging, pollution and landfill. By introducing this Earth-conscious functionality, brands are signaling consumers can still enjoy preferred products without being wasteful.

 

 

 Wolfgang Puck 500px

Image via www.packagingdigest.com

 

 

It also potentially becomes a more transparent and honest part of their CSR brand strategy, a factor which has a huge impact on Millennials’ decisions to purchase a brand. In fact it’s worth noting that six out of ten Millennials feel personally responsible for making a difference — all of which impacts their brand choices. 90 percent of Millennials actively purchase brands associated with a cause and half of Millennial consumers will abandon a brand if they disagree with the company’s ethics.

  

 

8. Packaging That Makes It Clear How Consumers Can Give Back – CSR

 

Expect to see a larger amount of packaging that spells out how consumers can make a difference by buying a particular product. Piggy Bank Wines, for example, gives 25 cents from every bottle sold to one of three charities.

  

   Piggy Bank Wines Home Pg 600px

Image via www.piggybankwine.com

 

  

The packaging features a QR code consumers can scan so they can vote for their favorite of the three organizations. Once the charitable fund reaches $5,000, voting ceases and the money is distributed accordingly.

 

 

Case Study: SoapBox

 

In a similar CSR-related vein, the SoapBox company features a “Hope Code” on its packaging that users can use to find out where the profits from that product are going. [10] Every code is unique, meaning people can theoretically support a different charitable cause with each purchase.

 

   Soap Box Soaps 600px

Image via www.soapboxsoaps.com

 

  

Fittingly, all the company’s charitable efforts focus on sanitation needs and clean water. This outreach matches the brand’s focus and is an inherent part of it’s brand values, all of which helps encourage its primary customers to embrace the cause and the brand.

  

  

  

  

  

9. Packaging That Makes Product Dispensing Simpler

 

The makers of Daisy Sour Cream have released a new package for its product that allows consumers to dispense the ingredient without a spoon. Fitted with a flexible valve, the package makes it easy to dispense the right portion size. Also, the foil package fits in a refrigerator door, ensuring it maintains front of sight visibility for consumer and encouraging consumption before the expiration date.  [11]

 

 

 Daisy Sour Cream

Image via www.daisybrand.com

 

 

In 2016, it’s more likely brand owners will increasingly use packaging more imaginatively and in new ways to give them a more competitive edge to ultimately increase profitability.

 

  

10. More Beer Packaging May Include Nutrition Facts

 

In the United States, it’s voluntary for beer manufacturers to include nutrition facts on packaging. As you may expect, nutritional content is most often highlighted on brews touted as low calorie.

 

The concern with calories has also attracted attention in the United Kingdom. [12] The Local Government Association (LGA) is a lobbying group representing more than 350 councils. It argues alcohol is contributing to the obesity crisis, and consumers generally don’t realize how many calories alcohol contains. It remains to be seen what’ll happen with alcohol packaging in the UK.

   

It’s clear from the trends above that packaging does much more than just protect merchandise before it’s sold, or inform people about the products inside. It assists customers in making the right choice, it makes it easier for consumers to use the product, which may inspire greater loyalty, helps buyers do good by giving back and even make us admire how far science has come through new, high-tech packaging solutions.

  

Key Takeaways

 

  • Ideally, successful packaging must be visually pleasing, communicate the brand’s key message effectively and be user friendly — done well, it’s multi-purpose in its design both functionally and aesthetically

 

  • Appealing to consumers’ desire for convenience is a worthwhile strategy, if that packaging intent doesn’t undermine the perceived value of the brand

 

  • Societal trends, such as increased giving with active CSR brand strategies or recycling, will increasingly influence packaging trends

 

  • Simplicity, both in the way a package looks and functions in terms of ease of use, is a growing trend with consumers looking for brands with a sense of the more authentic, transparent and ‘responsible’ commitments to society

 

   

Questions to Consider

 

  • What are the technical and operational needs required for your brand’s future packaging? Have you adequately invested in those areas or conducted a brand audit to evaluate your changing market requirements?

  

  • Have you sought feedback from your primary customer to find out about the kind of improvements they’d like to see in your brand and its packaging, and how they feel about those planned changes if your considering rebranding?

 

  • Recyclable coffee pods are examples of how well-known brands adapted to societal trends. Have you considered how your brand could do the same?

 

  • SoapBox judiciously combines its CSR strategy with innovative packaging design. How might your brand follow suit?

 

  • Personalization is an increasingly important brand trend but for packaging it can be prohibitively expensive. Are there ways you could tap into this growing trend and leverage it in a way that’s more cost effective?

 

 

You may also like:

  

• What Customers Want: Top 16 Branding Trends in 2016

  

• Packaging Design: Top 16 Tips for Great Eye-Catching Packaging Design

    

• Packaging Design: How to Make it into an Irresistible Customer Brand Magnet

  

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

   

• Limited Edition Packaging: How to Use it as Part of Your Brand Strategy

  

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

    

• Packaging Design: How It Can Make or Break Your Brand

  

• Creating New Brands: Top 10 Tips for Brand Success  

  

• Colour Psychology: Cracking the Colour Code for Profitable Branding

  

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?

 

[1] http://www.ey.com, “Unwrapping the Packing Industry: Seven Factors for Success”, 2013.

[2] Simon Preece, http://www.forbes.com, “The Five Things Product Packaging Must Do”, July 2014.

[3] http://www.thedieline.com, “High Weald Brewery”, November 2015.

[4] Anne Marie Mohan, http://www.packworld.com, “Microwavable Metal Bowl Developed for Ready to (H)eat Fondue”, December 2015.

[5]  http://www.foodbev.com, “The Black Farmer Launches Roast-in-the-Bag Pork Loin Joints”, December 2015.

[6] http://www.packagingeurope.com, “Global Closure Systems Provides ‘Glass-Like’ Plastic Jar,” November 2015.

[7] http://www.chiefpackagingofficer.com, “New Nut Container Upgrades Walgreens Private Label Snack Packaging,” December 2015.

[8]  http://www.businesswire.com, Keurig Makes Coffee-To-Go Easier with Launch of K-Mug Pods,” March 2015.

[9] Kate Bertrand Connolly, http://www.packagingdigest.com, Wolfgang Puck Switches to Recyclable Pods,” November 2015.

[10] Kate Bertrand Connolly, http://www.packagingdigest.com “SoapBox’s HopeCode Shows Consumers How Their Purchases Are Helping,” June 2015.

[11] Dave Johnson, http://www.packagingstrategies.com, “Daisy Turns Sour Cream Upside Down with New Flexible Package,” December 2015.

[12] Seb Joseph, http://www.thedrum.com, “Alcohol Packaging Should Sport Calorie Labels, Warn LGA”, January 2016.

  

  

Private Label: Branding Tips for Own Label Brands

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Private labels used to be seen as the second rate offering in the retail world with a majority of consumers shying away from these alternatives to major brand products. They were viewed as knockoffs, cheap substitutes or poor quality ploys only purchased if you were trying to make your weekly shopping budget stretch a bit further. However the market view on private label brands has shifted considerably, especially with the recent economic downturn, and more consumers are willing to forgo the big brands in favour of lower-priced private labels—as long as the quality is maintained.

 

 

 

Time Magazine reported that since the latest recession, 93 percent of grocery store shoppers have changed their buying habits and now stock up on own label, also often referred to as private label store brands. Major chains stores have seen significant increases in consumer purchases of private label brands according to Bloomberg. In the USA, Safeway’s store brand has shown a 3-to-1 growth margin over major brands, and Kroger’s store brand sales accounts for 27 percent of total grocery sales.

 

 Kroger Logo

 

Image via www.kroger.com

 

Of course, in order to sell private label brands successfully, retailers must promote their own label brands to their customers and make them just as appealing compared to major brand names. It’s not enough to simply stock them high and sell them cheap, as in the early days of own label branding.

  

Brand positioning, the brand promise, brand values, the brand story and category segmentation together with consumer mindset and so forth, must all be very carefully developed and fully integrated into the brand strategy for private label items to be most successful, with the same level of intricacy as major brands, and perhaps more so, because they’re competing with the automatic perceived quality of big, familiar brands.

 

In fact it would be fair to say that private label branding has become extremely sophisticated in some of the retail groups with their ‘private label’ brands carrying significant weight and authority amongst their target audience consumers.

 

 

The Importance of Superb Private Label Packaging

As every marketer knows, presentation is key to selling products. In fact people’s willingness to buy, recommend, refer, work for and invest in an organization is driven 60% by their perceptions of the brand and only 40% by their perceptions of the product or services (source: Kasper Ulf Nielsen).

  

Perhaps one of the primary reasons for the underperforming sales of private label brands in the early days was the bland, generic packaging and questionable quality. Many retailers felt that a lower price would sell these own label brands so few bothered to give any significant thought to packaging. In fact private label products were noticeable, for the wrong reasons, with their generic and non-descriptive packaging that looked completely underwhelming next to the carefully designed major brands. Also plagiarism of major brands was a notorious problem in the early days until legal channels flexed their muscles accordingly.

 

Today’s successful private label brands incorporate appealing packaging design into their branding with a very clear focus on who their target audience is and how they’re going to grab attention and engage with them effectively, through their packaging design. Gone are the stark, single or two-color boxes that simply state the name of the product inside.

 

Waitrose Love Life Range

Image via www.waitrose.com

 

Many retailers are creating entire lines of own branded products carefully segmented and tied to their “brand name” such as UK grocery retailer Waitrose’s impressive portfolio of store brands including Seriously, Heston, Menu, Duchy Originals, Love Life, Good to Go and Essentials, each with its own specific brand strategy and distinct look or brand style.

  

Waitrose Seriously Range

Image via www.waitrose.com

 

These proprietary Waitrose brands are not always directly comparable to any other ‘brands’, be they national or private label, thereby making them unique all of which helps support growing consumer Waitrose brand loyalty and increased wallet share. Some don’t even mention the proprietary store owner, such as department store chain Target’s Simply Balanced health foods and beverages.

  

Duchy Originals From Waitrose 

 Image via www.waitrose.com

These private label brands and their relevant product lines feature distinctive packaging styles and well defined brand propositions with clear target audiences that are competing with major brands on the shelves. In fact, many are indistinguishable from standalone major brands as they’ve become ‘brands’ in their own rights, with the exception of the lower price segments.

 

The best private label brands are blurring the lines of ‘major brand’ or ‘own label’ brand distinction through ensuring superb product quality, creative brand packaging and compelling brand offerings all of which attracts consumers to choose the own brand product without compromises on quality or price. Many are now brands in their own rights without any of the old stigmas of the early days.

  

 

Embracing Environmental Causes and Sustainability

Sustainability and environmental consciousness in both food sourcing and packaging is another major brand selling point that some private label brands are adopting. For example Waitrose has made several changes to its private label products that reduce packaging waste significantly.

 

Recent changes to the packaging of a number of Waitrose’s private label brand lines is estimate to have saved the company almost 100 tonnes of packaging annually. Among other changes, the company’s line of prepared meals, Menu from Waitrose, now features a reduced-width package sleeve and a recyclable, lacquered aluminum tray that allows consumers to cook and serve the meal right from the packaging.

 

Waitrose Menu Beef Goulash 

 Image via www.waitrose.com

 

It’s effectively a ‘win win’ for all concerned, rubbish is kept out of the landfills, the packaging changes make life easier for the consumer – who now has less waste to deal with and less space used in their refridgerator. Waitrose has also raised consumer awareness of their rebranded, environmentally conscious private label packaging through a marketing campaign in which they pledge to reduce packaging by half, by 2016, all of which helps generate a very positive engagement with the Waitrose brand.

 

 

Encouraging Consumer Interaction

Just as with any form of branding, interaction and a personal touch can help to promote private label brands. Several companies have launched innovative campaigns that aim to introduce consumers to their brands, and give them the opportunity to experience high quality at a lower price—therefore earning repeat business and private label brand loyalty.

 

Co Op Tweet4a Table 

Image via www.co-operativefood.co.uk

 

As an example, business group The Co-operative in the UK recently launched a Twitter campaign called “Tweet for a table,” which offered a grand prize of a free, gastro-style meal for up to 4 people, served in one of the company’s pop-up restaurants. The winning meal was created entirely with private label products from The Co-op, introducing potential shoppers to a number of brand lines during a fun and memorable experience.

 

 Dm Foto Paradies

Image via www.produktdesigner.fotoparadies.de 

 

German drugstore DM uses an innovative way to personalize the shopping experience with private label brands. The company teamed with a product designer to create a website called “Foto Paradies” where customers can create their own custom labels for a range of private label items—choosing their own text, and even including photos.

 

 

Broadening Private Label Brand Distribution

Recognition and visibility is an essential component of branding, and some retailers are branching out by offering their private labels for distribution in other markets. Once again, Waitrose UK is demonstrating private label innovation in this area, offering several of its lines through international grocery corporation Dairy Farm’s retail locations in Singapore.

 

French mass retailer Groupe Casino is expanding its private label brands to the Asian market. The company works with Rustan in the Philippines, and A.S. Watson in Hong Kong, to distribute and sell several store brand lines through the retail chains Shopwise and Taste.

 

 

Expanding Your Private Label Brand Revenue

Consumers are no longer ignoring private label brands, they’re actually seeking them out, and often preferring them over major brands. In fact, shoppers are willing to pay more for store brands than they had previously. The Wall Street Journal (via Time Magazine) reported that average prices for private label brands have increased by 12 percent, compared to an 8 percent increase for major brands in the same time period—yet store brands still cost an average of 29 percent less than major national brands. If you’re a independant brand owner maybe supplying ‘private label’ along side your ‘branded’ product could also be a significant part of your growth strategy.

 

Its the combination of erasing the perceived quality gaps between private and major brands together with solid brand strategies underpinning ‘eye popping’ great packaging design, excellent customer experiences and consistently engaging customer campaigns, alongside maybe broadening distribution through strategic partnerships, that can collectively help increase sales of own brand for more profitable long term growth and increased customer loyalty.

 

What do you think?

  

• Is your private label brand packaging comparable in quality to major brands? Is it time for a redesign?

 

• What kind of consumer experience are you offering for your private label brand?

 

• Are your private label brands developed with the capability of range extensions, or are they simply single-shot offerings?

 

• Are there any markets you could investigate to broaden your private brand distribution?

Feel free to share your thoughts in the comments below, we’d love to hear from you!

 

 

De-Branding to Differentiate; Is Your Brand Strong Enough?

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Selfridges department store in London made waves recently with consumers and marketers alike with the launch of their “No Noise” branding project.

 

 

 

In an aim to address the increasingly cluttered world of 21st century marketing, Selfridges opened the Quite Shop in-store. Minimalist art and music, and a ban on mobiles and shoes set the scene for a tranquil consumer experience, but bucking the very core of consumerism, the store went beyond by launching brand-free retail.

 

 Selfridges Launches No Noise

 

Global brands such as Levi’s, Heinz, and Dr Dre Beats all produced products that were void of logo or product information for the project, leaving customers to experience the products without the usual assault of marketing design.

 

 Selfridges No Noise Project Quiet Store Products

 

Arguably a campaign for media publicity the project did highlight two important branding issues:

1.  How Strong Is Your Brand Without Its Logo? 

A truly strong brand transcends its logo, as was evident from the No Noise project. Not only were the brands instantly recognizable when void of logos but critically, consumers had developed such an affinity with the brand through the intangible intrinsic values that even the un-branded product still offered value.

 Levis Jeans Debranded

 

2.  With the Prevalence of Brand Clutter, Can De-Branding be a Valuable Differentiator in the Market? 

The de-branded products of the No Noise project also created exclusivity out of normal brands. Void of logos and product information suddenly made Heinz baked beans tins a desirable limited edition unique offering. In a world where branding information is bombarding the consumer, could the simple brand-free product be the one that makes the biggest impact?

 

 Starbucks Debranded

 

Starbucks might be one of the most recognizable brands in the world but it too has started to explore reducing its brand imagery in an effort to differentiate its business and extend its market catchment.

 

 Starbucks Cups

 

Starbucks global reach meant that the visibility of the brand worldwide was almost having a negative effect with consumers. Over saturation of the corporate logo was almost making it uncool with consumers, with a trend towards local coffee houses emerging.

 

 Starbucks Localised

 

Starbucks began removing their name from their cups, and even redesigned their newer stores to fit into the local environment. In the UK no two stores are the same and the brand is focusing on less corporate branding and offering a more personalized experience to their customer. In a high street with Costco chains blatantly visible, would the de-branded Starbucks coffee house offer a more welcoming personable experience to the consumer?

 

De-branding to gain attention was a strategy adopted by VO5 last year in an effort to target the teenage boy market. The brand’s strategy focused on building brand equity through a meaningful narrative in their advertising.  They wanted to be less pushy with their products and thought that un-branded advertising adds to their credibility with their target market.

 

  

An unbranded 30-second teaser on YouTube spearheaded its new integrated campaign ’Pageant’. The short trailer achieved 180,000 views in two weeks after its launch in October and was also voted one of the most popular videos on YouTube’s comedy channel. The trailer was followed by an online film and a TV spot as well as a YouTube channel and Facebook page.

 

The viral success of the campaign means that there might be credence to the claim that de-branding might just be the key to breaking through brand clutter and gaining the attention of the audience.

 

 Gucci Bag Debranded

 

Branding and logo saturation is something that is having an impact in the luxury brand industry, an industry that once thrived on the power of their logos. Recent years have seen brands like Gucci experimenting with logo-free products where they have achieved success targeting a more sophisticated customer.

 

The customer’s affinity with the product was defined by their interest in the quality of the product materials and design rather than perceived status attained from the visibility of the logo. 

 

With a logo-free product the brand has achieved enhanced positioning and exclusivity with their target consumer. By recapturing a more knowledgeable customer and developing an aspirational product, the brand was rewarded with a 25% increase in annual profit last year.

 

 Coutts Debranded

 

Eliminating the brand name from marketing activity is also evident in the professional services industry. While many brands strive to develop brand awareness in the market, sometimes negative brand connotations make it necessary to de-brand. Coutts private bank recently did just that, dropping the well known but unpopular RBS parent brand from their name in an effort to extend business. 

 

The common thread in the examples above it that, before the de-branding took place, each company had developed an offering that presented value to their customers that extended beyond that tangible product itself. The strength of customer’s brand loyalty enabled the brands to experiment with the de-branding process. For obvious reasons de-branding won’t work in every case.

 

Tesco explored removing their brand name from some products but research has shown that the products were more popular with the Tesco name included as the customer has a better understanding of perceived quality that the brand represented.

 

De-branding certainly is not for every company, but it does force you to think about what elements of your brand make the biggest impact with your customer. Could de-branding be part of your brand strategy?

 

• Does your brand offer value to your customers that extends beyond the tangibles of the product or service?

 

• Do your customers have a clear understanding of your brand and its story, what it stands for?

 

• If you de-branded your product, what are the remaining elements that would have the biggest impact with your customers?