Packaging matters

The visual appearance of products (ie their packaging) is obviously a vital part of the marketing mix. Like web sites, too often is time spent on the ‘creative’ aspects of packaging without getting the basics right. You would have thought the starting point would be the ability for consumers to see, read, understand and access the product. Not so.

The most common gripe that older people have is that: “I cannot read the label or understand what it says”. I often wonder how many million of times a day, across the world, this statement is uttered.

This short press release/article gives “10 Tips for Packaging That Sells Products to Boomers”. Most of the points are pretty obvious and it not clear where the stats that are quoted originate from, but it is worth a quick read. Dick Stroud www.20plus30.com