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  • Writer's pictureDel Chatterson

Image is everything

Image is everything

Don’t let packaging become a problem

Does your packaging provide a competitive advantage? Does it appeal to customers and enhance your brand name? Raise your corporate profile?

Or is it annoying and dysfunctional? Loud and obnoxious, attracting the wrong kind of attention.

The trick is to make packaging decisions in favour of the customer first. Not just for flashy presentation on the shelf or to prevent shoplifting. Think about those packages you hate and make sure you’re not among them. Like those giant colourful, appealing boxes of cereal that turn out to be only two-thirds full. Or Gillette razor-blades that are locked down and set off alarms if you want to take a closer look.

Is that really helping sales? Making it look overpriced and hard to buy?

Some packaging is all about presentation and not at all practical for consumers when they get it home. Buy a new shirt or pair of socks and you’ll ask yourself, “Why do they need all the paper and cardboard wrapping? And 27 pins buried in painfully hard to find places?”

And then there’s Ketchup. Fifty years of impractical glass bottles that were a challenge to get the tomato paste out of. Was it really a branding strategy to build a cult following of unusually persistent dedicated buyers? Pissing people off is not usually a good sales tactic. Finally some genius at Heinz introduced the squeezable upside-down plastic container. Great! And much easier to consume large quantities. Now that has to be good for sales.

How good is your packaging?

Instead of wrapping up your stuff in flashy exaggerated marketing B.S. and tying it down tight so nobody can steal it, think about higher values of being functional, appealing, authentic and socially and environmentally responsible. Easy to open, but secure from tampering or inappropriate use. Non-polluting.

And stop worrying about people stealing it.

Try giving it away instead. Those people may just become loyal repeat customers and raving fans who tell everybody how wonderful you and your product are. Those giveaways may be your best-performing marketing initiative.

Be better. Do better.

Your Uncle Ralph, Del Chatterson

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