Your Product Packaging Sends a Message

If you sell a product in retail stores, then your packaging is a large part of your marketing. How you present your product to potential customers is extremely important. You want your first impression to be favorable. And the last thing you want to do is offend your potential customers.

Which is why, when I went to our local warehouse store, I stopped in my tracks when I saw a package for neck cream. In big letters — a font you could see from several feet away — was the product’s catch phrase:

Got turkey neck?

I was flabbergasted. I had to wonder what customer would actually buy the product. No woman I know would be caught anywhere near a product with that on it. If a woman is vain enough to want cream for any neck waddle she may have, she certainly wouldn’t want to advertise it by buying something that announces it so… nondescriptly.

While packaging like this may garner attention at first, is it really the attention you want for your product? Think hard about the message you are sending to your customer. Does this send the message that you respect your customer? That you want to help them? Or does it just say that you are trying to embarrass them into buying something they think they may need?

image: Becky Scott