by Carolyn Tytler

Created on: October 27, 2008   Last Updated: October 28, 2008

Product packaging definitely does influence this consumer's buying behaviour, although unfortunately, not always in a positive way. Here are some particular packaging features which would persuade me to add a specific product to my shopping cart:

An attractive and harmonious colour scheme is important. I don't meaning glaring, fluorescent hues which scream at your eyes from six feet away, but a tasteful, cheerful blend of shades which might make you remark to yourself, "That's a pretty box (or package, or bottle, or container").

The manufacturer's name in medium-sized, easy-to-read lettering is helpful. If the product is made by a company I am familiar with and trust, that provides me with an added incentive to purchase it.

In the same sized, easy-to-read lettering, "Made in Canada" or "Made in the United States" should be clearly visible. These last few years, we've all been given reasons to doubt the quality and safety of Chinese exports. Buying from North American producers is not only safer, it's good for the economy. Our neighbouring countries are each other's largest trading partners.

Packaging sufficient to keep the product clean and sanitary is important. This is especially important when buying food or personal care items. Who wants a bottle of breath mints which someone could easily have opened and sampled, or a lipstick which might have been applied to someone else's lips to see if the colour complimented her skin tone?

On the other hand, sometimes the amount of packaging is ridiculous. In these days when everyone is environmentally conscious, and we are expected to recycle all paper, plastic and cardboard packaging, you'd think some of the manufacturers just arrived from Mars.

For example, last week I bought a "large economy size" box of breakfast tarts to put in lunch boxes as snacks. When I opened the sizeable outside box, I found three boxes of regular size inside. Now there will be four boxes to dispose of.

Inside each of the three inner boxes, the tarts are packed in four groups of two, sealed in envelopes made of a thin, silvery material. The inner packets are fine, they keep the products clean and fresh; but do we really need four boxes?

I've noticed the same with bar soap. There will be a large outer box, and then each bar inside will have its own individual smaller box, and sometimes the whole thing is wrapped in cellophane! Where are the garbage police when they're needed?

Proper packaging is important. It's important to the producer. A little more focused thought on the matter will result in a greater volume of sales, improved customer relations, and more repeat business. He may even save money by eliminating excess packaging.

Proper packaging is important to consumers. It attracts their attention, and confirms that the product was made by a trusted producer in a trustworthy nation. After the first sale, if the product lives up to its promise and the purchaser is not overwhelmed in unnecessary packaging, he'll probaly return for more on the next shopping trip.

Happy consumer, happy producer! Appropriate packaging is important.

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