| It's that time again (the holidays) when packaging | | | | course, and the fact that my husband broke his |
| will be getting top media coverage by its | | | | old razor so I got to play consumer for a product |
| detractors. Those would be the people looking to | | | | that I wouldn't normally purchase. It was a reason |
| complain about product packaging because it's too | | | | to experience the process. But the packaging did |
| difficult to open or there is too much of it or they | | | | its job too. It persuaded me to buy that particular |
| think it doesn't do its job properly. I always read a | | | | product knowing the heartache I would |
| slew of articles on how many people were injured | | | | experience to get inside. |
| or had to go to the hospital trying to open a | | | | Despite what all of the critics have to say, |
| package. Raps on the packaging industry appear in | | | | packaging is integral to the successful sale of a |
| the news all year but with the holiday and all the | | | | product. It has to get it to the shelf, but that's |
| gifts giving it's a natural topic to get additional | | | | only the beginning. It has to protect, secure and |
| publicity. Just check out my website to read a | | | | display the product too. It has to convince you to |
| few of the most infamous cases. Learn about the | | | | make the purchase. That would be the reason |
| other side of the story: The role packaging has to | | | | that you just can't live without it. |
| play (the good side). | | | | I'm reading all these rants about excess packaging |
| Consumer Reports just put its annual call out for | | | | at the supermarket. Calls to strip away product |
| the "Oyster Awards" given to the worst | | | | packaging and leave it at the store. These are the |
| packages out there. You can bet consumers are | | | | first people that will be complaining if the fruit is |
| lining up to rant about various problems with | | | | bruised or the lettuce is not fresh and even |
| packaging and how packaging is the bane of the | | | | scarier when there is some sort of health threat |
| public. | | | | due to contamination. Have you seen how many |
| Yes, I know there are problems with packages | | | | food recalls there have been lately? Just think |
| that can't be easily opened. Specialized tools have | | | | how much more there would be if packaging |
| been created to make this problem easier. I had a | | | | wasn't doing its job. |
| recent experience with my husband's new electric | | | | Too few of us really understand the role |
| razor which elicited a few choice words while I | | | | packaging has to play in modern society. Many |
| was trying to get it out of the plastic clamshell. | | | | problems that packaging resolves are taken for |
| But boy did it look pretty on the shelf. I could see | | | | granted and only get exposed when it turns into a |
| the entire product and the nifty freebie gizmo | | | | problem. Look at Tylenol. That poisoning incident |
| that came along with it. I was very intrigued to | | | | changed an industry forever and evolved an |
| finally get the product out (without mishap I might | | | | entire new packaging category of product |
| add). Even I was surprised when I finally got inside | | | | security and integrity. This could happen again |
| the package to see all the interworkings that | | | | anywhere in the world. The packaging of food |
| went into packaging this product. It was really | | | | products is 70% of the industry and it is sorely in |
| great package design at its best. | | | | need of scrutiny for product integrity and |
| It is amazing how much thought and innovation | | | | security. |
| went into the design itself. It sat upright and was | | | | So this holiday season think about why products |
| very well positioned on the shelf among its | | | | are packaged the way they are. Be on the |
| competitive offerings. The product was clearly | | | | lookout for cynics and people who give a bad |
| visible had some great marketing graphics which | | | | wrap to packaging. Be sure and take the time to |
| caught my eye. The package was composed of | | | | explain to them the role packaging has to play. |
| numerous types of packaging materials that were | | | | Don't let anyone get away with saying "I hate |
| well integrated into the complete unit. | | | | packaging" without helping them to clearly |
| Why did I buy it? The package made me do it, of | | | | understanding where would we be without it. |