Perception is Everything
I was reminded of the importance of packaging a few weeks back at the Pyramid Ale House in Seattle.
As an alternative to coffeehouses, this place is one I find very convenient for “holding court” (serial meetings) in Seattle — how can you go wrong with free parking, wi-fi, and convenience to major highways? :)
Presuming the glass on the left were full with the same beverage, which would you reach for?
Nearly everyone I’ve asked has said the one on the right. Reasons: it looks more shapely; easier to hold; and by far the winner, there’s more beer.
Fact is, the glasses have identical capacity — 16 oz! (Out of disbelief, I tested — pouring from one to the other).
In the information-marketing world (books/tapes/etc) it is well known that a CD in a cardboard envelope tops out at about $19 whereas the same CD and a booklet in a plastic “folio” container can get as much as $49.
How much more could you charge for the beer on the right (well-marketed, of course)?
Remember, you can create value through differentiation within your own product line — most of which drops right to the bottom line.
So, how can you improve your packaging today?
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One Comment to “Perception is Everything”
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Great observation Paul. This reminds me of a brain study that tested whether expert wine tasters would notice if white wine was dyed red. The experts described the characteristics of the wine as if it were actually red wine! This suggests that we taste with our eyes as well as our taste buds. So I agree, customers would gladly pay more for the glass of beer that appears larger, even if it is the same volume. Do you think it is deceptive marketing to make a product appear bigger or better than it really is? Or does perceived value become real value to the customer?