Category Archives: Office Supplies

What are secondary and Primary custom Packaging? 

For a lot of packaging, you need more layers than just one.  Sometimes, it requires a layer over this to protect it, usually a box that ships the product there.  This lets customers give this to a person without it being damaged. The cool thing is, that primary and secondary packaging doesn’t have to be boring, but there are some cool ways to make it work for your needs. 

All about primary Packaging 

This is the packaging that directly touches the product. If someone buys an item from the store, primary packaging protects the item directly, and it contains the important information that customers need. This usually is not a later that is removed until the customer is going to interact with the product directly. 

Cereal boxes are a great example. It gives the customer all of the pertinent information about this product, and also any important practical and nutritional info to let the customer know how much they should have the flavor, and whatnot.  Usually, this houses the cereal directly and maintains freshness for the customer too. 

Cartons are another one, and plastic wrapping is another, since this pretty easy to use, surrounds the item, and usually contains fun codes, nutrition facts, and even sell by or best by dates too. The goal of this packaging is to tell customers about the packaging and the brand quality, and also, what you should do to help properly preserve the freshness. 

Secondary Packaging 

What is secondary packaging then? This is the packaging over the direct packaging that protects the item when it’s transported. Usually, it’s used for display, or for logistical reasons because this usually is how products are properly protected. 

Some examples include: 

  • Those displays you see by the register 
  • Packaging that makes it retail-ready 
  • Packaging that makes it shelf-ready 
  • Pallets 
  • Case stackers 
  • Floor bins 
  • Endcap 

The goal of this is to get the eye of the customer, or it’s used to protect the boxes and whatnot from getting smashed. Usually, cardboard is the main way to display this because it’s strong, and it catches the eye of the person who is looking at this, since you typically use cool graphics on this. 

The uses for this are also some of the most practical out there too. You can put a bunch of products together to sell an item in bulk. Sodas that are sold in large packages are good, and usually, you can also get little packaging that gets the contents directly from point A to point B, as in the case of those cardboard holders for root beer bottles. 

It’s also really good to help transport items, and it is something that’s cooled to use because for a few of these, you can literally get it, pull it out, and display it within the secondary packaging, so it works twofold.  Workers as well can also open some parts of this, maybe with designated perforations, that actually shows the products directly on display to use. 

This keeps primary packaging and the product itself safe, but it also is a unique way to display the different items there.  Pallets and floor bins also work well to display everything that comes with this, and usually a lot of stores will utilize these floor displays because it allows them to display as many products as possible that they can without it all crowding or taking a bunch of space on the shelf. 

With that said, primary and secondary packaging are both very important especially for determining the packaging needs that you might have for your company. 

Types of Boxes to Choose From 

There are tons of different ways to show off product packaging to boost the brand recognition for a company. Color plays a large part into this, but the right boxes also plays a large part into this. There are two major kinds of boxes which are white and brown kraft boxes, and you can also get custom boxes. Here, we’ll go over each one. 

Brown kraft 

Brown kraft has the benefits of being incredibly common and is a natural color. This is usually something that’s pretty simple, and a color for this does require you to print it directly onto the board as well.  They usually involve printing the color onto white cardboard that’s mottled. If you’d rather stick with the more standard, there are some differences between white and brown kraft. 

This usually is something that is stylish, simple, and offers a minimalistic and familiar vibe to your customers. Brown kraft is popular as well because it’s considered sustainable. This is something that also can be recycled as well by pulverizing and blending the wood pulp, rolling this into a filament that’s brown, and making this eco-friendly. They’re also incredibly biodegradable and are able to be broken down quite quickly. 

They’re customizable too, with companies offering a logo or design on this. This versatile kind of customization is something that business can use to choose the style, size, and the shape of boxes. Usually, with brown kraft, you get one that’s usually a black logo, and greens, deep blues, and purples work well too. If you decide to have a red logo, it needs to be a burnt red or muted brick color to show up best on this, and you don’t want a logo that’s orange or yellow. 

White boxes 

White is usually mottled white, so it’s not fully white, and this one is one that does have the darker undertones too of the brown coloring of the kraft paper. This offers a more striking, beautiful look due to how crisp and clean this is. 

Usually, logos that are a lot brighter such as a pink, light green, bright red, yellow, and neon colors do well on this. Logos that have different colors or gradient colors work too, along with white logos that have a darker outline on them. Usually, people flock to the white colors to make them stand out a little bit more. 

The best colors 

Not all colors are equal, and you want to choose ones that fit the brand name. Choosing the colors will help the brand build more loyalty, since the correct color does complement the coloring with the story of the brand. 

Black and white is good for those looking to go minimalist. Black means control, and white means clean in this case, offering top-tier, pristine looks to it. Red color is something that helps with making it stand out, and it’s something that’s good for a more attractive product. 

Green is good if you want to showcase something as environmentally friendly or sound. Lots of people do like the going green aspect of this with their packaging. Brown is good if you’re looking to have eco-friendly shipping and more natural looks to this. That’s because they’re totally recyclable, so you can pretty much send the message that yes, your brand does care about the planet with this. 

Blue is also good for those who work with professional demographics, and older people, since it is good because it does offer a serious, more trustworthy look to things as well. Get the right colors for your boxes to communicate the brand message today! 

A Beginner’s Guide to Ecommerce Packaging 

With a lot of businesses now looking for ways to be able to handle businesses online, a big part of it is looking at packaging. With ecommerce still growing strong and is now a norm, this is something that you want to also look at. Even with supply chain concerns and other issues, there are some very big benefits to this. With more and more brick and mortar stores offering the online shopping, you want to do this too, but you also need to look at how to stand out as a brand, compared to the others. 

How it works 

Let’s talk about how it works. There is a difference between presenting something in a store vs. online and then delivered to a person. You also want to factor in the idea of unboxing. First impressions matter, and physical touch improves retention, so if you want people to actually keep looking at your items, you wnat a good first impression and one that makes it easy for customers. You may want to consider utilizing premium packaging if it fits, but not every brand needs that. 

The expectations of customers is something that’s created through digital images seen on computer screens, and with business looking to meet and exceed demands, youwnat to choose something that hits on the appeal, and put the effort where it matters. 

Consider ecommerce Ready Packaging 

This is packaging that can be used for shipping, and you want to make sure that you’ve got the boxes for shipping that are useful for customers. You want to make sure the box showcases the identity of the brand and the creativity of a brand and customizes this to really help it stand out. When you’re looking for this, you first and foremost want to make sure you choose something that protects the product, since well, that’s the purpose of the packaging that’s there, right? 

You also want to make sure that the packaging is in materials which are durable, which we’ll go into later. You want ecommerce ready type of packaging that’s specific to the product itself, and the journey that it will have too. Ecommerce packaging is huge but being able to conceptualize the whole packaging can be a nightmare, especially if you don’t have the right experience to make this here. 

But you want to make sure that at the bottom of it all, your product packaging stands out. The wrong packaging leads to products which are damaged, and bad connections with the customers along with weakened customer retention as well. 

The goal is you want to make sure that you create packaging that’s protected, easy for you to open up, and doesn’t have a ton of waste. It can be a lot to do, but with packaging experts, you’ll be able to make sure that you get the right materials and way to make this truly sell to others. 

Always consider Product protection 

The main reason people love ecommerce is because it’s super-fast, but you want to make sure that you get something that protects your item. If it doesn’t do that, it’ll create a bad reaction to those who buy from you, and you also may deal with refunds and also exchanging items. So you want to make sure that the protection of the product is always focused on when you’re shipping out items. 

You also want to make sure that you have protection so that it’s easy, customers are happy, and your brand looks good. You don’t have to do much, just focus on this, and see the difference it makes. 

Custom Packaging tape 

Every business has packaging and different processes for shipping to hit the goals. It’s important to make sure that you get the products to adequately stand out. Custom packaging tape is something that will make everything nice and unique. If you want to set your small business apart, custom packaging tape is cost-effective and helps with packaging while you maintain safety for the packages. It also will increase the logo and branding due to the logo being visible on everything. 

Why use this 

There are a few reason as to why you should utilize custom packaging tape in your business to truly make it stand out. First, they’re cost-effective. They’re a useful part of small businesses, since it does remove the need for tapes that are there, and different circumstances when you’re packaging parcels. You should also use this to reduce the storage space and also any costs that are unnecessary. 

Custom tape also reduces the need to make further purchases including stationery and stickers to strengthen your branding, so you can utilize custom tape to offer further marketing solutions without causing more costs to rack up. 

They also have different tape that’s high-quality too. One of the coolest things to come out recently is water-activated tape that’s made from yarn and paper that has the ability to create a strong bond with a wettened motion. This makes it very hard to tamper the seal without it being seen, and this is great for those packages in transit. 

Water-activated tape is reliable, very strong, and is very good for most packaging compared to regulate tape.  You waste a lot more with regulate tape when it comes to the labor and resources used for this. The water-activated type is better, since it’s customized, and protects the packages better. 

Build Brand Awareness with Tape 

A cool thing about this is that it does build brand awareness naturally too. How? Think about it, with the package going through from person to person, there are many who are in contact with you repackage, and from there, your brand. With this custom tape, people can identify the parcels that you’re using to create the brand, and it can pique the interest, while also introducing them to the website. 

You want to pay attention to the brand and the importance for success too. Small businesses do represent almost all US exports, so with the competition getting more aggressive, you want to set yourself apart, and this is probably the key to boosting the brand identity that you have too. 

It’s easier than ever to purchase and customize the branded tape for the packaging situation at hand, and there are tons of great ways to build this. You can of course, revamp the small business and the packaging solutions there to create the proper packaging tape that’s there for you to use, and a lot of great tools. 

For a lot of companies, there are a lot of great ways for you to really build the business and brand that’s there. If you’ve ever been curious about this, you’ll definitely want to talk to someone about possibly getting set up with branded packaging tape, for it’s the beginning of a great resource for you to use and it’s something that can be great for brands of all sizes. If you feel like you could do better with your branding, you’re not alone, and with branded tape, you get just this, and a whole lot that you can utilize to properly and effectively build the brand that you wish to have as well. 

The Best Ways to recycle Corrugated boxes 

Recycling is good, but the thing that they don’t tell you as a kid is how to do it correctly. With new rules being set all over the place every single time, it’s hard to figure out what the best guidelines are for this. Knowing this, we’ll be able to understand the benefits of cardboard boxes and their recycling capabilities. 

How to recycle 

Pretty much all types of cardboard boxes are free to be recycled but they do require a few conditions. For starters, you need to take out any plastic windows and bags, bubble wrap, Styrofoam, and whatnot, and make sure that’s removed. If you have food, you need to take it out of there, and you should make sure all stains from the food are taken out. You can only recycle some boxes, such as pizza or carryout, if they’re not stained with grease and whatnot. 

Finally, you should make sure that it’s not wet. That’s because the wetness from water does weaken the fibers within this, making it harder to use, and not as stable as well. A lot of them may ask for you to make sure that you flatten it too, and make sure that’s done before you throw it in the bin.

Knowing what’s Acceptable 

You need to check the regulations in order to make sure that you get the right cardboard boxes for this. In general, most cardboard shipping boxes and packaging need to be recycled, so long as they’re free of other items that don’t make it possible to be recycled, such as plastic and whatnot. 

You can also just check with them, but overall corrugated boxes, white mail packaging, pasta boxes, and cereal boxes are all valid. Anything that’s wax-coated does need the sign that it’s okay to be recycled before you can do it, and some of them also may incorporate other special directions including removing and rinsing the cap before you’re able to recycle this. 

Why recycle 

This should be obvious, but the amount of energy that you save through recycling is important. If you manufacture the pulp within this, it does cause sulfur dioxide, which does contribute to acid rain, and this in turn does cut down on the pollutants used. 

This also is good because you can actually use boxes up to seven different times before you can’t use the fibers anymore, and one ton of cardboard recycled can save up to 17 trees. While that doesn’t seem like a lot, over time that does grow and get better, and it can be something that you’ll definitely want in terms of benefits, as there is a lot that you can do with it. 

This also cuts down on CO2, and in a lot of cases, it can definitely improve this. Think about it, with over 24 million tons discarded every single year, if we do recycle, we save 9 cubic yards alone, and if you take that worldwide, that’s 217 million cubic yards of landfill saved by this. 

It also is good for trees, saving three tons of trees if you just recycle a ton of cardboard alone. This also does reduce emissions. One study found that about 35% of emissions got reduced just from recycling boxes more. 

With our world in peril and a lot of humans just using different parts of the land, it’s vital to ensure that you are taking care of the space. Through recycling and reducing emissions, we’ll be able to, with this alone, definitely keep our planet nice and safe, now and in the future. 

The Benefits of Custom Food Wrapping Paper 

Food wrapping paper is a paper that helps keep the food safe and fresh, allowing it to be transported, last a whole lot longer, and be protected from contamination. You can usually get these pre-cut in terms of sections, and you can get them in specific sizes that fit the needs you have. [re-cut wrapping is also good for faster service too. 

Custom food wrapping is also made with other bonuses too, including more customization, better branding, and also increases the impressions of customers. Those that work with “foodies” will definitely benefit from this, all while protecting the food while doing this too. If you’ve been curious about custom food paper wrapping, then you’re in luck. Here’s how you can benefit from this, and also make it look, and also be a beneficial item for your business too. 

Improves First impression 

Customers will buy from you if you keep giving them the right impressions, and custom food wrapping is wonderful for giving a good first impression and offering positive reception to the brand and the food too. Since this paper is something that you can customize, it’ll also protect the paper, offer better delivers, and also try to ensure that the food leaves a good first impression, and better impression o the whole brand itself. 

Creates a Stronger brand identity 

Customization helps to individualize the foods that you’re making and get customers excited for what you’re providing to them too.It’s an easy kind of direct marketing that doesn’t eat up the costs like how other techniques do, adapting packaging to create cost-effective kinds of marketing and bonuses too with this. Customers will then associate the brad with the packaging and then view the company as a more high quality experience. 

Improves social Media influence 

TYPES OF FOOD WRAPPING PAPER AND ITS ADVANTAGES

For a lot of food based businesses, you need to also look at the social media aspects of this. Because of social media, it’s brought about what’s called “foodies” which document everything that they experience onto different platforms, creating a boom within the industry, to attract better businesses without more costs associated with this. Through the customized food paper wrapping, this offers free marketing that’s advantageous to you too. Social media profiles will make sur that high-quality food that’s picture worthy and a part of the brand, from there, they’ll want to seek out the food for themselves and food documentation will definitely benefit from this. 

Offers a grease-Proof experience 

Good food is bound to have some grease to it, especially burgers and whatnot. But grease is not something a lot of customers like though. However, through food paper, you’ll be able to create a greaseproof experience that also protects foods that are cold and warm. This is great for offering customized wrapping that saves space within the inventory, but also is really good for your business as well, especially for those who want to show that they care about a customer too. 

Eco-Friendly experience 

This is something as well that a lot of customers are definitely looking at. With food paper that’s ecofriendly, you’re not only giving them a high quality experience, but also one that’s good for the environment too. You can get compostable and recycled food paper, which means the environmental impact of this is very minimal compared to what it could be otherwise. 

For a lot of people, being able to create a truly magical experience for your food paper definitely offers a lot of great benefits, and with food paper from sustainable sources, and even just adding it in, it does wonders too.

The most common Mistakes when Choosing Packing Tape 

This is something that happens to all of us, where we’re given and order, and people are trying to find tape, only to discover that the role of tape that they have doesn’t work.  This is something that doesn’t seem like a big deal until it happens, and customers get unhappy because the tape didn’t stick when they got the package. If you find that this applies to you, it could be due to one of the most common mistakes when you’re choosing packaging tape. 

The Wrong tape 

There are some types of packaging tape out there, and some people may be choosing the wrong one. Bulk packaging tape is used for larger boxes and is usually done with a dispenser. If you’re using a regular roll of tape for that, it could not be working, since it doesn’t fit the box width that you’re trying to seal. It also affects the security of the products when they’re in transit. You should understand that the tape strength also is a big part of this, so if you notice that a heavy duty tape is what you need, then it’s in your best interests to get it. 

Using Tape Incorrectly 

You should definitely make sure that the tape Is pushed down, and then pressed firmly along the box. If you do have too much tape, use scissors to cut this before folding it over, to make the package look tidy and neat too. You should definitely make sure that the tape doesn’t touch any of the tents, since that can damage the shipping as well, since the tape is stuck to this. You should make sure that all tape is applied above freezing, since if it’s any colder, the adhesive just won’t work, and that’ll cause a problem with the box to seal. 

Not Using the correct Color 

If you’re looking to make your boxes stand out and look pretty, the right tape plays a part. For example, for those boxes that are shipped out with red logos on them, try to use red tape for packaging, rather than some sort of off color that makes it look weird and strange.

This also is good for branding, as customers can see that the package is from you, and they’ll be able to identify the packages that have to be shipped out, and also can be used for any packaging that’s needed to be shipped out sooner than later. 

Not Enough Tape 

Finally, you have to make sure that you use enough tape. You obviously don’t want to go too crazy with this, since then it look stupid and it won’t actually help you, but too little is another side of the problem. 

If it’s not taped enough, the tape will come undone, and then the contents fall out during shipping. You should use two tape strips in different directions to offer the best security that’s there.  If you’re planning to use a dispenser, you should ensure the tape is extended fully before it’s pressed against the box, in order to ensure that there is plenty of adhesive in order to keep this in place. 

With that said, make sure that you do learn the best tape ways, and the best kinds of tape to use for your packaging, as it can be a great and simple way to ensure that you get the packaging experience that you want to, and also to make sur that the packaging that you have stays together despite being in transit, which is a big part of it. 

Should you Consider Outsourcing Primary Packaging 

With a lot of events happening, you might wonder if outsourcing the primary packaging is good. Between issues with the global supply chain, or costs that come with buying packaging and other machinery, there are so many reasons why you might want to consider outsourcing. 

But not all companies are suitable for this, and oftentimes, it may not be ideal. How do you know if this is the right decision or not? What kind of consideration should you have when you choose this? Is there anything that can help with choosing the right choice? This is a small series of collections that you should definitely look at, and here, we’ll go over whether or not you should consider this or not. 

Is it right for you? 

Contract packaging is becoming more and more popular, with co-packers saving a lot of business money and time, but it’s not good for everything.This is great for if you need to focus on what you’re able to do best, not only simplifying the line that you have, but saving you time as well. 

However not every company is good for outsourcing primary packaging and getting into relationships with co-packers and whatnot. You may wonder if your primary packaging should be. 

The questions 

Packaging in house is something that works for a lot of companies, but is it ideal? Is it the best way to succeed? How would outsourcing play a part in this, especially if you’re not handling the packaging. The first question that a lot of businesses ask if they’re ready to relinquish a bit of control to the other company. 

Some companies are cool with this. This may be a good thing if management doesn’t need to keep a close eye on things. But if you need to be more watchful of the elements, and change the KPIs, then you shouldn’t. 

If you’re working with a business that recently upgraded, then you might want to outsource. If you recently upgraded, it may not be the best sort of way to go. Before you even begin to possibly consider this, look at if you’re willing to let other people control your stock. The second question is whether or not you can fiscally do so. You may really want to do this, but if you’re not able to afford this, you shouldn’t. 

You may want to look into different third-party agreements for packaging and partners. You may want to look at the current line of packaging, and the packaging projects that you would like to complete. 

For instance, suppose you decided to upgrade and invest in new kinds of primary packaging, and other kinds of related items. It may not be the right time to outsource if you just upgraded. Another reason it may not be a good idea if there are costs, is if the project is case sensitive. The best way to figure out if you can afford this or not is to reach out though. 

Finally, ask if a vendor will help you with focusing on the core elements. When you hand this off, they take care of those responsibilities, and usually, that’s not longer the responsibility for you. When you outsource, it lets you focus on more of your business, and lets you take a few things off your plate. If you’re willing to give it to them so you can focus on what you want, then it may be high time for you to consider the elements of outsourcing. That way, you’ll be able to get the most you can from your packaging. 

Is your Packaging ready for Vibe Shifts 

Pop culture does affect the branding and packaging of tons of products, from music to movies to books and other types of media, and that does impact the packaging that you put out. Companies use a ton of pop culture references, as an effective way to really improve the sales of the items you have. 

While the types of media that are listed beforehand do play a major part in this, there are other cultural influences that play a part. This is known as vibe shifts, which change how consumers do interact with the products they’re able to get. If companies sell products to various consumers that are more interested in the newest and hottest trends, by ignoring the vibe shift, it ruins  many things. how does it affect the buying habits of consumers though? What does this mean for you as a business? Read on to find out. 

What are Vibe Shifts 

A vibe shift is pretty much one specific moment when a popular kind of aesthetic or attitude is there, or abandoned, and then something new is accepted by a large amount of people in the world. It’s a huge change in the most prevalent or popular culture tropes, and brands need to be aware of how this affects their culture base. For example, the “woke” trend was popular between 2016-2020, and from there it’s ended though. 

The dynamics of the current Vibe Shift 

Right now, vibe shifts are currently happening, creating a lot of popularity and decadence. There is a lot of vibes that focus on that, along with sub stacks and podcasts potentially replacing blogs too. The current vibe shift is something that follows right behind the current vibe shift, which does include the current pop culture events that are happening. Trump’s time in office was one of the most popular vibe shifts out there. 

Why care about Vibe Shifts 

This is something that’s actually held a ton of relevance in the business world. Vibe shift is becoming super popular, as a form of articles on LinkedIn. There are also different informational pieces about vibe shifts happening in the news, social media, and other outlets as well, and this is a sign of the major pop culture shift. 

What does this mean for packaging? For companies that are currently connected in these different realms, the answer to that is simple, it can mean everything. If your brand is really based on current events, you need to be aware of this, since when these major events come about, consumers usually try to buy products that fit with the trends that are happening currently. 

That means if you’re creating products that are for people who are big consumers of the current trends, you need to make sure that your packaging reflects this, because failure to do this does leave brands open to possibly getting part of their market taken from right underneath them. 

For example, the shift of vibes that happened with trump in office did change how people packaged products, which actually led to huge amounts of revenue, and also did impact brand aesthetics. Entire businesses are made based on this, and there were companies who used this as a way to stay ahead of trends, to the point where some of them made national news. 

The biggest thing to understand is that if you know there is a vibe shift going on, you need to make sure that the packaging does capitalize on all of this, and make sure that it fits with the current pop culture trends out there too. 

Customized Wrapping Options 

With the holidays still being something I many people’s minds, you might be thinking about possibly looking at Christmas wrapping options. Custom boxes and wrapping paper do make a good addition for many people to properly promote your business, but if you really want to wow people, you want to make sure that you do offer customized wrapping and other solutions, for a lot of different ways it can benefit you. 

Why Wrap 

There are many reasons for this, since it’s actually been an old-school tradition that’s happened for centuries, and it actually was used in other cultures too. It wasn’t just Christmas when people wrapped gifts, sometimes it would be done because of other traditional holidays. Before the invention of paper, people would use handkerchiefs or napkins to wrap stuff, and some even used different clothing too. Soon though, people turned to brown paper that was simple and thin for easier use.  This is something that can help us to hide the identity of what we bought as much as we could. 

Wrapping Today 

The thing is with wrapping, everything’s changed in the digital age. Customized options are becoming even more impactful, and they’re in, that’s for sure.  This offers endless opportunities in terms of design, and also gives you a good chance to brand different items with fun little Christmas décor. Some of the customized options that you’ve got include: 

  • Mailers 
  • Boxes 
  • Tissue 
  • Tape 
  • Stickers 
  • Labels 
  • Coasters 
  • Food paper 

The thing is, there are endless possibilities with all of these, and you can create all of this online, choose colors, even graphics, and artwork, or even use photos and logos to help with making your packaging stand out. 

Even putting nice Christmas messages or logos is a great way to properly accessorize this, and it also won’t cost you a ton, and there aren’t going to be hidden fees with this either! The beauty of Christmas is that you can be unique with this, and the cool thing about it, is that customers will actually be really happy with the results of this. 

What branded Christmas wrapping does 

In a season where people are hustling and bustling to ensure that the perfect gift is there for them, having the right packaging actually helps them because they can give this to others sometimes without even needing to wrap it any further, saving them time and even money too if you do it for them. 

But another big part of this, is that with Christmas packaging if you have it custom-made, there are a lot of benefits to this in terms of what people will see. They’ll see the business first and foremost, and many times, that actually gives a much more impactful look. They’ll remember you too, and if the person really likes the gift, they’ll keep the packaging, and then seek you out once more, making it so that you can grow your business. 

Another big thing is that for bulk shipping of items, this offers a customized experience without having to do a ton of things. Many people who do seek out custom packaging for Christmas items love that they don’t’ have to do a ton of things to really make this work, but instead, they’re able to get the custom wrapping and benefits that they’ll be able to show off to others. If you’re looking to really take your packaging to the next level this season, definitely look at different products, and see how you can use your packaging to send the right messages well.