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Let Your Packaging Sell Your Product, Not a Funny Name!

So I ran across this product while I was traveling in NY and needed some earplugs.  I can't sleep without them. Earplugs are notoriously hard to find on shelf so I had to scan many products. I came across this product and got quite a chuckle. I don't think I need to explain why (To be fair, it was awhile ago, and the package design could have changed since then.):
Zim's Crack Creme---we can assume that Zim is the pharmacist who created this all-natural herbal wonder cream (creme) for your crack. Or is that really what this means. Surly it couldn't.

We design packaging and I couldn't help but analyze this package as I would for a client. The first thing we help our clients do is to prioritize the elements on the front of the package. What is the most important thing to communicate? The name? The brand? The why-to-buy? The features? Obviously, Zim felt the name of the product was most important. But if the name of the product doesn't really convey what it does, it should either be downplayed or pick a new name (I opt for the latter.) If the front of your package doesn't sell your product you are losing sales. In this case, it gained a sale from me but for all of the wrong reasons.

Hidden on the side of the box was the real why-to buy benefit of this product: All-Natural Liquid, Herbal Formula Softens and Moisturizes Dry, Cracked Skin. Then it goes on to list the places to use the cream. On the other side of the box it lists who this product is perfect for which is great. Bottom line is that this all natural formula softens and moisturizes skin for people who use their hands a lot. This isn't the take away from the front of this package.

Since I bought the product, I figured I should try it. And guess what? It is a great product. It smelled great and worked well on my heels and cuticles. I would buy it again. How many other people don't know about this product because the package isn't communicating the right message? There could be several happy, formerly dry-skinned people but alas, they never bought the product.

Patty Jensen


Anonymous said…
Awesome post! about the importance of packaging design.Packaging design play a key role to attract the consumer's attention towards their product.Thanks for sharing this wonderful blog.
Unknown said…
I agree to that, a good packaging spells good presentation and acceptance to the buyer.

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