One the primary functions of packaging is marketing. Packaging is the last opportunity to communicate your product design, quality, and branding to your customer. As consumers, we all are increasingly challenged with opening packaging at home or in the workplace. Recently a new term, “Wrap Rage” was coined to describe this growing frustration. Wikipedia defines Wrap Rage per the following:
“…. common name for heightened levels of anger and frustration resulting from the inability to open hard-to-remove packaging, particularly some heat-sealed plastic blister packs and clamshells.”
While this might be a bit extreme, Actor and Comedian, Larry Davis offers his unique perspective.
Larry David vs. Bad Packaging <video>
Think about your customer and their experience with your product packaging….
- What does your customer experience?
- Is it designed for ease of unpacking?
- Does it provide for minimal waste and ease of recycling?
Your packaging provides an opportunity to make a lasting impression with you customers. Are you leveraging this to your advantage?