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As a National Development Manager for a small company hoping to break into the big time I was once given a sample of a brilliant luxury food product which we intended to launch to all the big grocers in the succeeding months. I had waited with baited breath to see what the final packaging would look like. I had absolute confidence in the product since all the tests among smaller retailers had scored 100% rating approval, but now it was up to marketing to come up with the goods on a box that would deliver the final message.

When my boss unveiled the sample at our sales development conference, my heart sank. Marketing had got the message completely wrong. Instead of exclusive, luxury, expensive, the packaging said cheap, tacky and nasty. I knew I couldnt take this to any of my big clients. But I was in a small company with a limited budget, and they had already blown more than they could afford on getting the line to this stage. I made the mistake of lying to my boss by telling him I thought the box was great.

Of course the product failed. Apart from a couple of small listings in medium sized stores, none of our key target accounts were remotely interested. They had too many other suppliers doing a better job. The trouble was, the company I had chosen to represent was a brilliant manufacturer of food, but hadnt a clue about marketing. I realised too late that I should have made my input stronger earlier on in the process instead of trusting others to do the job right. Hindsight is great, but the mistake cost the company dear and when I couldnt improve the distribution of the product according to our targets, it was my job that was on the line.

This particular product didnt even make it as far as the consumer. The procurement managers I presented the product too were well enough informed about their customers buying habits to know that they were looking at a lemon. Sitting in front of them as they criticised my "baby", I felt like an amateur.

The story illustrates the importance not just of good packaging, but packaging that gives off all the right signals. When as consumers we are considering the purchase of a new product, what we are really asking is "does this product fit in with my lifestyle requirements?" and unless the design says "yes, I am entirely meant for you" the final decision will be negative. There are just too many people competing for the same turf in todays economy to be complacent about design. It is no longer enough to have the best product. A mediocre product in a brilliant box might even sell better in some instances than a higher quality product, particularly if it can be sold for a lower price. Before finalizing design ideas, make sure you know who is going to be buying your products. Then fill your design with appropriate symbols that wll register in their compatibility zone. Make your packaging compatible with your customers tastes and youve got a winner!

Learn more about this author, Milton Johanides.
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