is the president of f b i designs and actually f b i stands for frank bennett's hano incorporated and he is going to talk to us today about his area of expertise which is packaging and design answer for our audience members this is a very important component we've had a number of people on who are here with food products but would soak he even got something really delicious and tasty in there it's got to be packaged properly for appeal and to get off of that shelf and frank here today is going to impart some of his secrets and his expertise of how that all happened so frank welcome to fukin or and welcome to being part of our in growing their business and getting packaging that speaks to the consumer i've always draw and i was involved in graphics you know if you remember drawing comic book covers on a piece of paper and trying to get i like the same ok and then i went t two for a graphic arts at the same time i took a job in the graphic arts field right and i'm going more on the job that i was a school and so i but to find out at school ever i'm fine arts major well and i have a graphic arts background through working in the industry itself ok and of the isn't taking given jobs i own that advertising is he at one point i gave up my partnership to go work for a direct marketing company right and build a studio and their their in house operation and from there i went to a company called popcorn indiana we are was chief creative officer and we had their brand from zero to eighty million dollars and this year was sold and so it's a great accomplishment yes it's a journey very different packaging and understanding that assume an aspect of it and not just a pretty picture on a box or  something new and that is the job of the packaging designer you only have seconds to do that well in the in the in the grocery area yeah it's actually three seconds wow and in the cl sharpen club today it's a major part of us shine for our food the heart of my sam's club there it's five seconds that's five feet you only wow you only have that customer for five seconds at five feet when they people really have an understanding of how important of a component it is as well as given the emphasis of our show folks are launching food businesses that they don't always put to there's a printed copy for the horse and they're not understanding how all these pieces of the puzzle fit together to create the right packaging for their product so true so true people think that they need to have the best looking package  does the product fit into it ok is the right size it has the right amount of product in it for the value that you're asking for a launch of ok the other thing the need to be mindful of is even better to them is also you may have a change of packaging to accommodate their equipment and there's a huge expense and that but up front early on think about your cost of goods because in the food industry you need to know what the greens cause how much cost to make a much the packaging cost right much to ship because freight and so on because the end of the day you're in the visits to make money correct and a great product to assume it's actually it's interesting you bring that up as one of the key points because you know many folks i've worked with they have a design ideas they have a great product but they really do hope think you know conceptually as a kind of a puzzle piece of really what the packaging needs to be to maximize for the consumer and understand it may have to come up with different packaging if they're going into a club versus a retail versus if they're just you know strictly shipping online or whatever and you know these are all t components that think about you actually worked on some very interesting products and continue to do that and one of the once maybe recover a little g she did not know how to get her product in a package that was conducive to work with inside the guidelines of casco club so i was brought in to help out with that  she had a design she had a logo for money and honey she had these bubbles as a motif what they all want to say about packaging food packaging brown some dark chocolate to go to the blue color via ours if it's so their color keys that consumers look at so we started this project we designed the bag we needed to get a vessel that would hold enough of a product for the price point that they wanted to sell inside of casco all right we knew the else we would be about sixteen ounces but there was enough pieces size that bag and to get twelve of those in a particular case that would fit on a pallet to within the x amount of sellable bags on the product in the club it's called turning your product even in the in the grocery store you need so many turns if you don't turn off enough you can be off to shove quick enough and what i mean to turn this is basically how much product is moving and that's dependent on category snacks obviously have to move faster than maybe an olive oil which takes longer to use up right now to carry back the money on honey so when i designed the bag i asked i asked her as well what about the future you never design a package for the moment you design the package for line extension of that particular product flavor right you're going to have to write in different places and or up and and club in the club business packaging it stacked in warehouses three high so that's a lot of weight coming down to weigh five hundred pounds each right so the last box on the bottom power has to be able to hold  was there castle got nervous and said you've got to change that immediately otherwise we're not putting it out on the shelf so within a few days time we had to make stick is i have to get them out all the interested working on another very interesting product it's a drink and with a fruit that's not well known here in the united states yes that's a different segway said you know beverages have their own whole correct so much information a lot of information is driven by that as well and you get all that information what flavor is a selling what products are selling your segment how much you're selling in certain hearings so there's a lot a lot going in going on other than the face of that country that honestly americans may not know too much about so a lot of things but it's beautiful packaging and moves very appealing to the eyes so yeah well it's and then i'll tell most three about that packaging  they have a right to say and sometimes it may not be yeah what is best for the product but sometimes you have to compromise i would say this to all packaging design is that people give it back to even in life it's about communication worked for me they get so fixated on their beautiful model lisa and they don't want to change the smile for me and that's part of my job was to tell what changing it exactly so what else what kind of advice would you give to start up companies when everything at their packaging and trying to figure out i mean how do they i mean having cage with someone like you all my life and my professional career has been word of mouth and i would suggest everyone has someone in the family that has graphics and sometimes is most of the time it's very tempting to use your cousin you nice to your brother or somebody like that was just starting out of this a lot and they may come up with a great design but they're a little tricks in things that need to be looked at is a norman clincher of packaging so sometimes it's better to spend a few dollars to find a professional even if you you want a family member or friend to do it i would definitely recommend actually find that is extremely important you know with also i've worked with as well again often they're working with very talented graphic artists but they have no idea that consumer products about food products in general and just all the specifics that play into that and more than a few have wasted significant dollars because things are not placed where they need to be things are not done properly and i always tell folks you know really is you know that's a really important component of your team to understand the packaging to understand the graphic or someone who also too is helping create a vision of where do you want to go and be thinking beyond that  right and i've been in situations where companies i've worked for have been sued by no fault of mine or the company it's just that you know the expression the ambulance chaser yeah well there are people there are lawyers out there that drum up this class action suits and the end of the day the consumer really gets a dollar ten cents and they're making all those dollars this is the litigation so one part is you really need to have someone in the compliance or your packaging you need to understand what segment in the marketplace you want to attract is it children is it men is it girls or is it young boys so you need to understand that because these are that you will come up with will dictate and draw the attention you want to your product so that your segment you want to attach that we all know mom shelves shops decorating it has had all those answers those questions answered target audience compliance language claims size one is a law that goes into the need to be explored before well frank i want to thank you so much for being a guest on our show today of who put or if it was really interesting to learn a bit about behind the scenes of what it takes to create that beautiful package that make people want to pick it up off of the shelf