Interview with JoAnn Hines, “The Packaging Diva”

by: Dennis Salazar

30 Jun

One of the busiest people in the packaging industry is JoAnn Hines with her numerous business operations and websites. Her newest venture is Packaging Launch, and I am pleased to be participating as one of her staff experts to help review new package designs as submitted by people in need of unbiased, and knowledgeable input.

I asked JoAnn for the opportunity to interview her so we could discuss Packaging Launch for the benefit of our ISP readers.

Get feedback on your new design

DS: Where did the rather unique Packaging Launch concept originate and can you please explain to us the valuable service it provides?

JH: PackagingLaunch.com came about for a variety of reasons.

1st: I get so many calls from people who need packaging help and really need to be pointed in the right direction. I wanted a professional, quick and efficient way to help them without having to spend a fortune.

2nd: So many people have disastrous packaging and they aren’t even aware how bad it really is. There needed to be a method of finding out that they have packaging problems before it’s too late.

3rd: This is the place to test a packaging concept if you are not sure before you invest heavily and have a packaging fiasco.

DS: Can anyone submit a package design for review and is there a cost?

JH: Yes, anyone can submit a package for review. However there must be a professional photo to submit on the site. The experts need to be able to evaluate the package and they need a quality image to do so.

There is a nominal fee of $250 for posting the photo (which includes a live link and a product description). This is far less that a single expert’s time and provides you with insights from a variety of packaging experts.

DS: Are there any ground rules for the expert reviewers?

JH: We want people who use the web site to get constructive criticism and not be embarrassed by the packaging work they have already done. Also this is not the place for a blatant sales pitch either. Your expertise as a commentator will show though and subsequently the clients will come.

DS: One of the things that first struck me about Packaging Launch was the very interesting and diverse background of your reviewers. How did that come together?

JH: People buy products for a variety of reasons. Most people get too close to it and can see the realities about what is wrong or whether the packaging is connecting with the target audience. If experts from all aspects of product packaging give an evaluation about what is working or not then you have a broad base of expertise to guide you. The purpose is to guide you towards making the right packaging decisions. Not just to rip bad product packaging.

DS: How do you see Packaging Launch developing and what is the potential?

JH: PackagingLuanch.com has unbelievable potential. It’s the fastest way to find out whether your packaging is working or not. Given the immediacy of resolving problems its the fastest most reliable resource available at a very affordable price.

DS: JoAnn, I appreciate your time. Good luck with Packaging Launch and thank you for the opportunity to better understand what a terrific resource it can be.