As a Marketer, I’m hyper aware of packaging.
With consumer-packaged goods, I always pay particular attention to how easy the package is to open or close/reseal.
Granted, my patience level is pretty low (OK, very low) and instructions … who has the time!
But … if a package is designed well, those two things should not matter (in most cases).
Last night I purchased a pair of grooming scissors and comb, which came in a blister pack, which appeared to have a groove/slot on the back to help with opening.
It did not help with opening.
I must have peeled off over 20 little pieces of the backing to get the scissors out. And my first thought when I have an experience like this is … this company doesn’t care about me! Have they tried to open this? I toss out my swear words (repeatedly), and if my wife is around she asks if I read the instructions – to which I reply – I shouldn’t have to!
And this pretty much is the scene that repeats every time packaging fails my expectations.
The lesson I always take away from this is – what are you doing/not doing that gets your customers saying or thinking, “They don’t care about me?”
Showing you care is the ultimate brand experience.
