0816_TOEFL-Test-and-Score-Manual-1997

156 ● 201 Great Ideas for Your Small Business
The company’s minimum order is usually 5,000 units, but Abraham
said if she thinks a new product has promise, she will work with a small
business owner on a budget to create the right packaging solution.
“A great package has clean, sleek lines and colors that pop,” said
Abraham.
No matter what you sell, the package is the first thing you notice about
any product, according to Glenn Tatem, a development engineer. Tatem,
who specializes in designing packages for celebrity fragrances, works for
The Maesa Group, an award-winning global design firm.
“A package needs to look good and function well,” said Tatem. “You
don’t want the product breaking or shattering in your purse.”
No matter what you make, the package has to fit the product. For example,
if you sell a small, valuable item to a big box store, you’ll probably need
to protect it with a tough plastic “clam shell” (you know, the frustrating
bulletproof package you can only open with a hacksaw when you get home).
Branding experts believe a great package design can set you apart from
the competition.
“A good package has to differentiate your company and product from
the marketplace, but not be so crazy looking that it turns your customers
off,” advises Julia Reich, a graphic designer who works with many small
companies, including several wineries in upstate New York.
Reich said winemakers are especially savvy when it comes to great label
design. She points to the success of Yellow Tail, an Australian wine known
for its bright yellow label.
Her advice: never let a customer walk out the door with a plain bag.
“Even if you are on a budget, putting your product in a beautiful bag goes
a long way,” said Reich.
GREAT
Give to Charity
Small business owners can raise their community profile
by making personal contributions of goods or ser-
IDEA
vices to charities. In addition to benefiting others, your contribution could
lead to more positive customer and employee relationships.