Packaging. It's something we really don't think much about. We don't really buy things for the packaging. We buy them because we need or want what's inside.

Or do we?

Studies have been made on the psychology of packaging and how it effects buying behavior. The truth is we are very greatly affected by how a package looks. In this article we'll cover some examples of packaging power.

Let's start with cereal boxes.

Take a good look at a cereal box of a cereal brand aimed at children. Perfect examples of these are Cap'n Crunch, Count Chocula, Sugar Smacks, Cocoa Krispies, Frosted Flakes and Trix. Every single one of these cereals has a picture of a cartoon type character that would appeal to children. Some of the most famous characters in history, let alone food history are from these boxes, names like Tony The Tiger, The Trix Rabbit and old Cap'n Crunch himself. These characters have become icons of the cereal industry.

Then take a look at a cereal box of a cereal brand aimed at adults looking for good nutrition. Perfect examples of these are Wheaties, Just Right, Total, All Bran, Kashi, Puffed Wheat and Raisin Brand. These cereals will either feature a hearty looking bowl of nutritious flakes, maybe an athlete and in the case of the high fiber cereals, a picture of an elderly person or couple. All these visuals are done with the express purpose of making the consumer feel that what is in the box is healthy and good for them. The cereal itself may have little nutritional value but the image portrayed says "eat this, it's good for you."

Moving away from food and to toys, this is probably the most deceptive of all packaging ploys. In most cases, especially with action toys, the photo on the outside of the package has very little resemblance to the toy inside. GI Joe was a great example of this. On the box you would see army GI Joe in some brush, maybe in a fox hole. Bombs would be going off all around him. For the marines maybe they were shown landing on a beach. Some boxes showed whole towns in ruins. Then you open up the box and find a single lone soldier. No sand, no beach, no town. It's amazing how toy manufacturers get away with this.

The next one is a favorite of an associate of mine. TV dinner packaging. Take a good look at a TV dinner, especially one that is basically meat and potatoes. The cover shows this sizzling meal of roast beef, mashed potatoes, peas and carrots or maybe corn, and a nice chocolate dessert. The portions look absolutely huge. You're ready to open up your TV dinner thinking you're about to get a really big and hearty meal and you find portions inside that wouldn't feed your cat. There should at least be a warning on the package that says "not actual size of food inside."

In future articles we'll go over other types of deceptive packaging made for one purpose and one purpose only. To make sales.

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Michael Russell
Your Independent guide to Packaging
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