PictureThe famous Pop Art instillation of Brillo Boxes by Andy Warhol
Read "What's in a Package?"  - (118-127)
How does packaging stimulate the desire to buy? in your own experience, do you find these techniques to be successful?  

Consider Hine's description of the change from glass to plastic ketchup bottles.  Why do you think it took so long for major ketchup manufacturers to shift to the obviously more efficient dispenser? 




 


Comments

09/16/2013 4:43pm

Packaging stimulates the desire to buy through taking people out of the equation and replacing them with sterile, attention grabbing, and thick packaging – most of which appeals to your ego or is readily recognizable from commercials. Most things we buy, we do almost subconsciously. For example, if one were to purchase some sort of wheat cereal, one would most likely go for Mini Wheats, or some version thereof because that is what we most see on television. Then again, sometimes we are apt to pick new things based solely on packaging or enticing words (‘Tasty! With half the amount of calories!’) or for the packaging itself (is it re-sealable or not?)
In my own experience, I have found these techniques to be extremely successful. It’s almost embarrassing to admit, but sometimes I will buy things solely based on their package or what they advertise, even against the suggestions of other people. For example, I was told this certain type of eye-shadow didn’t work well and was overpriced, but I bought it because I liked the packaging so much (the package had a glitter skull on it and was metallic). It didn’t work well, but I felt somehow vindicated to have the actual packaging in my possession.
I think the reason it took so long for major ketchup manufacturers to shift to a more efficient, plastic ketchup bottle was because the ketchup bottle was such a major fixture of every American’s kitchen and, thus, so was the glass bottle. Switching over to plastic would mean people would have had to get accustomed to the new ketchup bottle’s appearance and sales might have declined since customers could no longer, almost subconsciously, reach to the glass bottles.

Aaron Yim
09/17/2013 1:36pm

Packaging makes people buy their products by showing the customers that it is new and bigger than before. For example, a tooth paste was a small size and time goes by the company decided to make the bottle bigger to attract new customers.

I think changing the containers or box is successful because it can show what is new and how is it better than before. That can make people believe that the “new” package is better than before because some of the products are the same price with adding more.

I think the ketchup company took a long time to change the better way to recycle because plastic bottle was hard to convert to glass to plastic. In addition, I think the company did not have the technology to change glass to plastic.

Vahan Khachatryan
09/17/2013 6:54pm

Generally speaking, packaging performs many functions which virtually stimulate people to buy. Thinking of packaging as the crucial final payoff to a marketing campaign, Thomas Hine considers the packaging as an aesthetic tool to influence on customer’s emotions. Beautifully packaged products make that product more attractive and competitive. Moreover, the informative function a packaging performs is another stimulus for customers to buy. Another stimulus is the protective function a packaging accomplishes. It basically protects the product from spoiling. This means that customers tend to buy packaged products rather than unprotected items. In other words, packaged products have more value. Its descriptive function makes even characterless product a very useful commodity. I strongly believe that current techniques are very successful not only because they are intended to stimulate shopping, but also they help people to have an idea what they are buying and consider a priori whether they need it or not. For instance, the Food and Drug administration established certain criteria regarding the labels of virtually all products. How do we know if the packaged foods we eat contain sufficient levels of any the nutrients recommended as part of a healthy diet? To help consumers evaluate the nutritional values of packaged foods, the Food and Drug administration developed the % Daily value that we can see on packaged food labels. In addition to the percentage of nutrients, labels also include information on the serving size, calories as well as information such as health claims. Food labels are the essential part of the packaging. From this perspective packaging techniques are successful and useful; even though, it is primarily marketing rather than customer oriented tool.
The transition from tall ketchup bottle to the plastic squeeze bottle took some time because of the association this particular type bottle caused. Despite the fact that it was not easy to use, the fixture of American life was behind the tall ketchup bottle. However, gradually when the “the more factor” tendency begin, manufacturer, as well as customers realize that the squeeze bottle hold much more ketchup. It was a mutually beneficially transition because plastics were less costly to ship for manufacturer and easier for consumers to use. The deep-seated belief about something in people’s perception, in this particular situation, in the forms of packaging the ketchup was the main reason that it took so long for major ketchup manufacturers to shift to the obviously more efficient dispenser.

Rosario Vazquez
09/18/2013 12:50am

Packages stimulate the desire to buy since they are self-descriptive. These packages appeal to people’s emotions since they get attracted by the containers, shape and by identifying themselves with the package. Meaning that something about the product lingers to a consumer’s believes or practices; for example if an individual practices dieting, he/she may buy a product that falls under that category. Another example how packages enhance a person to buy, is through the promise of something new and improved. Therefore, people may find it interesting to “try” something new. Furthermore, the techniques implied in the reading are successful since by reading the description of a product or by seeing the illustration of the package, it enhances the emotions and triggers the desire to buy the product.
Perhaps the manufacturers of the Hines ketchup bottles to long from shifting from glass to plastic bottles since customers were already used to the glass bottles. Therefore there was a bond between the product and the customer which might have been difficult to interfere with, for several individuals still buy the glass bottles.

Stefanie Jadidi
09/18/2013 8:24am

"Packages are an inescapable part of life." Packaging is everywhere you turn, it's in every part of your home from the pantry to the medicine cabinet. Packaging is not only informative to the product at hand but it also engages your emotions. The package is what gets you to but the item and finalized the sale. Of course commercial jingles and advertisements help with that success (I still love the Flintstones Vitamins jingle ("I'm a Flinstones kid, 10 million strong, and growing!") The packaging of the vitamins is adorable and approachable by both parent and child. It helps with decision making and less complicated. Shoppers see an item and the packaging is like an old familiar face. They can feel a sense of comfort and it stimulates the desire to buy again. I do notice that I tend to buy my "usuals" at Target. They are tried and true products that I continuously buy. I feel very comfortable and familiar with the products and the packaging. These items are like old friends that do not let me down. Although other packaging entices me, I get a tad anxious because it is unfamiliar to me and I do not know if it is right for me. Kind of like picking out a guy to date. You tend to choose by the exterior first before you get to know what's inside. Hilarity ensues after writing this as I have just compared products and their packaging with men and their clothing. But emotions are involved with both.
Some brands are valuable corporate assets such as Heinz. The tall glass ketchup bottle represented hospitality and resembled decor like a vase of flowers in diners back in the day. It has since become an American icon. People are familiar with its brand and look. It took so long to change it to the more efficient bottle because it is nostalgic for consumers. A survey conducted in 1992 showed that American consumers thought a squeeze bottle indeed would be a better package. But older people for instance still prefer the old glass bottle. Hine's says "And its ultimate disappearance would represent a larger change in most people's visual environment than would the razing of any landmark building." That statement shows what a big impact the Heinz glass bottle has on Americans. The fact is, it took so long to change because the old version simply worked. The glass ketchup bottle represents history and is still preferred by almost half of consumers. The people don't lie.

09/18/2013 3:28pm

The way packaging stimulates the desire to buy is by the appearance such product gives. The product must be appealing to the consumer’s eye and if it isn’t appealing it won’t be bought. Shape and color are two things that play a role in stimulating the desire to buy the product. The packaging is also intended to make it easier for the buyer to make a choice and the consumer will probably go with the more appealing one. Another reason why the techniques of packing stimulate the desire to buy is what the packaging label may say and ensure. For example a can of beans may say new taste or recipe when reality it is just a gimmick. They put different phrases to fool the consumer into buying it so they can find out for themselves when in reality the flavor isn’t improved.

Yes, I do find these techniques the packaging manufactures have to be successful. The techniques used for packaging work more efficiently in women in my perspective. The reason I say it works more efficiently in women is because we tend to gravitate towards the nice and pretty things. For example make -up products is one thing most women have to much of. Make-up is something women display out in there vanities or at the top of there dressers. When shopping for make up we tend to fall for how nice and cute the package is. A second example would be perfume bottles well at least in my case the packaging other than scent has drawn me in to purchase the perfume. The way the bottle is shaped and its nice, neat, and pretty package it comes in. I remember seeing a perfume that came in a nice pretty red box with a zipper and the perfume came inside a blue velvet box. The technique used in packaging does stimulate the desire to buy it just catches your attention without one even realizing it.

The reason why I think major ketchup manufactures took so long to change to the more obviously efficient is because it made no difference. Since people were so use to the original package it didn’t affect the sales so it made no difference in changing the packaging. The tall bottle was already a trademark that the consumers were familiar with. Even when they tried to change by experiment they were just comfortable with what they had already. Then again perhaps they didn’t want to spend any money in creating a new package. At the end they have two different kinds of packages and the original package is one of them.

Kelly Hidalgo
09/18/2013 10:33pm

1. Packaging stimulates the consumers desire to buy through its sophisticated design. The sophisticated packaging is the primary way that people find confidence to make a purchase. It is often before the consumer has gone shopping that they have been prepped to buy via TV commercials, flashy print ads and radio jingles. According to former architecture and design critic Thomas Hine, author of “What’s In a Package,” the “advertisement (is what) leads (the) consumer into temptation.” Then, once the consumer goes to shop, it is the brilliantly designed packaging that closes the deal.

The packaging can also very useful to the shopper. The information on the package gives the consumer an idea of what the product promises and can help him/her to make a quick decision.

2. It is my personal experience with the techniques used by manufacturers that their methods are successful. It is more often than not, that I will be interested in the purchase of a product because of the advertisement. Beauty products in particular, will appeal to me because of the female promoting its sale in an ad. Usually, it will be a woman about my age claiming to have the same beauty concerns as my own. Then, when I go shopping it will be the attractive packaging that convince me to make my purchase. I find that it may be a combination of things that convince me such as, the promise printed on the package, the picture on the package, the “magic” ingredients, and the aesthetics.

3. The reason that Heinz ketchup manufacturer took so long to update the bottle is that the original packaging is considered an American icon. Most people associate the tall, glass ketchup bottle, found on tabletops of most diners and coffee shops, with hospitality. It wasn’t until a consumer study conducted in 1992 that they discovered most consumers preferred a plastic squeeze bottle. It may be that because people and technology are moving at such a rapid pace and the tools that they use are designed to be convenient and efficient, that these same people want the same of their condiments. The plastic squeeze bottle is easy to hold, handle and gives you a much quicker dose of ketchup than the slow pour glass bottle. However, studies also showed that half of all consumers still prefer the original glass bottle over the new plastic squeeze bottle.

Ashli Lilly
09/19/2013 1:34am

In the reading “what’s in a package” by Thomas Hine, packaging stimulates the desire to buy in ways such as designing packages in a manor that consumers will respond to even if they are not paying attention. Packaging preserves and protects the product, allows people to utilize things that were produced far away or a while ago and they are also potentially expressive. They also embody change as well as help manage personal tastes. All of these things in turn peak the interest of consumers buying behaviors. From my experience I notice that I am attracted to shinier packaging. Sometimes these types of packages suggest a more luxurious experience to me when indulging in that particular product. Brighter packages also catch my eye even if I am not looking toward their area of placement therefore I unintentally direct myself to the product. This method of marketing I feel is effective in many ways such as provoking product attention to an item otherwise ignored and by doing so increasing the potential of a sale.

In my opinion it took so long for manufactures to switch from glass bottles of ketchup to plastic bottles of ketchup because there is an uncertainty when it comes to eliminating tradition. With tradition sometimes also comes complacency. Once consumers responded with positive feedback in regards to changing the package on such an eatery landmark there was no longer hesitation from sellers to innovate the packaging of ketchup. Since packaging is such a key part in convincing buyers of their own needs and desires it must reflect how the seller wants the buyer to feel while engaging with this product. The allure of being instantaneously appealing has taken on more and more significance. Packaging also gives you a sense of who you are as a consumer in terms of what things appeal to you in order to purchase them. Packaging is considered to be the final step in the sell of a product to a consumer. A better way to put it in perspective is by comparing a products packaging to the icing on a cake. Yes, the cake is just as edible without the icing, however it is the icing that sends out a message to the buyer that this cake is especially delicious simply because it has icing on it. The same can be true for product packaging. The more attractive the package is to buyers the more likely the product is to sell. This makes the concept of packaging just as important as the labor of creating the product.

Rhea Lopez
09/20/2013 8:21am

How a product is packaged and displayed often plays a role in its attractiveness and appeal to the customer’s needs. This essentially means a products package can influence a consumer’s decision to purchase it. For this reason, a great deal of time, effort and resource are often dedicated into coming up with the most appropriate and attractive package that communicates to the customer the need to buy that product since it will fulfill their needs pertaining to the product.
Over the course of recent years, numerous products have undergone redesigns in terms of their packaging. Such can be noticed with products such as beer which were traditionally sold in glass bottles but are now widely available in cans and kegs; sodas now conveniently available in plastic bottles; and other consumable products such as chips etc. which have glossy plastic papers. Much of the redesign in packaging is often intended to give a product an upper hand against its competitors such that it becomes preferable to consumers.
Product packaging is as well instrumental in communicating product attributes and value to a potential consumer with the intent of making a sale. This is because in an environment such as a supermarket or store, the element of personal sales is withdrawn and the products therefore have to speak (pitch) for themselves despite having almost similar attributes and value as their competitors. Here then the package plays a crucial role in gaining the customer’s confidence and trust that the product will fulfill the need that they seek to fulfill. The package may as well communicate other aspects of the product such as freshness, durability etc. that the customer will use in making their final decision.
In my own experience I have found that packaging plays an important role in my decision to purchase, especially in consumable items such as foods or beverages. A good example would be in plastic soda bottles which are a relatively new innovation which will soon fully replace glass bottles. Despite being significantly costlier than their older counterparts, plastic bottles are resalable and reusable even after the first opening. They as well communicate a lot more about the products as exemplified by the different colors used in packaging different flavors while seeking to appeal to a consumer’s perceptions.
An example of such an instance is a slightly bluish coloring of water bottles that attempts to indicate freshness and clarity of the contents inside. While the water may actually be colorless, the mind tends to perceive the bluish appearance as fresh and crisp and will therefore quench the individual’s thirst better than the colorless bottle.
Another example would be from the notable shift in ketchup packaging. Throughout history, ketchup had long been packaged in glass bottles which offered little or no convenience as compared to their squeezable plastic replacements. This I believe had something to do with the intent to communicate the thickness of the product which consumers tend to prefer. A thick ketchup indicates that it contains a lot of the natural ingredients such as tomatoes whereas a lighter one will be perceived to contain more liquid (water) and will be dilute. Further to this, glass packaging carries with it a connotation of tradition in the sense that people/consumers would associate the product with older times through which the secrets and recipes have been passed down. The new plastic packaging however seems to be a resort of already established brands that are seeking to offer more convenience to their customers who already trust them and their products. From these perspectives the it is apparent that packaging can influence a consumer’s decision to purchase.

09/20/2013 1:09pm


Packaging stimulates the desire to consume by ensuring the pureness and longevity of a product. Also the advertisements on the packaging can be quite appealing to the consumer eye, it is used to draw attention as well as preserve the product. Hines states that packaging is a tool for shoppers to help make decisions in what product best fits the buyer. Simples things that packaging provides like the ability to reseal to keep the product fresh.
Through personal experience I find packaging techniques used by companies to be successful because the way something is “dressed up” is a lot of times the determining factor in which I buy products. For instance, imagine buying a 6 bar pack of soap, if the exterior of the packaging is damaged , that is usually the last one you might pick up, if that is the last one on the shelf, you might consider not buying soap and buying a shower gel just because of the defects of the exterior packaging. As consumers we are always looking for the best of the best when it has to do with spending.
I believe it took long for major ketchup manufacturers to shift to more efficient dispensers because the glass ketchup bottle was “a fixture of American Life” despite how difficult it was to pour ketchup through the little hole. Although much more efficient bottles are produced, ketchup manufacturers still continues to produce the glass ketchup bottle because consumers still prefer the old school bottle.

09/20/2013 1:12pm

Packaging stimulates the desire to buy things because they are made for the society to have a reaction to them even if they do not exactly notice them. In What’s in a package by Thomas Hine, that there are many different packages placed next to one another in a market place or a supermarket that are so subtle but yet they still catch ones attention. Hine mentions that packages can be “ketchup bottle, candy wrapper, a beer can” and many other items that the society’s homes are packed with hundreds of packages. He also says that the packages are “mostly in the bathroom and kitchen” because these areas are the closest rooms of the house. Yes I find these techniques to be successful because when I walk into a store to only buy one item I end up having a cart full of items I wasn’t expecting to buy. Also I have noticed that when I walk into a store I end up going through every lane just to “see what there is.” Somehow the items I see become a necessity and it ends up in my cart.
The shift from Hine’s glass ketchup bottles to the plastic bottles took long because the glass bottle was the image of that product. I think when changing to the plastic they tried to make it look like the glass bottles as much as possible to keep the same image. Hine mentioned that “the tall ketchup bottle is still preferred by almost half of consumers, so it is not going to disappear anytime soon.” This is interesting to know because the glass bottles are my favorite as well even though it is hard to get the ketchup out of the bottle.

Prisma
09/20/2013 1:56pm

In the short article “What’s in a Package” by Thomas Hine, he implies how most people shop by just looking at the package rather than what is actually in the package. Hine mentions how most people shop simply because packaging or wrapping of a specific product looks nice and elegant. Although once the package is sitting at home waiting to be opened; the product doesn’t seem so pretty anymore and people are disappointed in the type of product they have bought. Hine emphasizes on how packaging really makes advertising meaningful. ”Sophisticated packing is one of the chief ways people find the confidence to buy.” Hine makes a great point regarding how people will practically purchase anything as long as it looks like a well packaged product. However, when you open the package and it’s not what it seems like from the package most people are offended. Yet, it is the persons fault for purchasing based on the package rather than reading the labels and actually looking if that was the specific item they were looking for. Many times customers walk in a store to purchase with only necessary products although as they are walking up and down through aisles they have a chance to glance through everything. Once a consumer walks by something that has caught their attention they walk right over to the display and grab a few items. The advertising has power, it makes people turn right back around and purchase unnecessary items.
Yes, these techniques that Hine mentions in his article are points proven. Everything he mentions about shopping by looking at packages is true. There have been many occasions where these particular descriptions of scenarios have happened. Many times after I have opened the cute package, and then been disappointed since it is the exact same thing as other items in the store but I have paid more for the cute package wrap.
Never judge a package by the wrapper you might get disappointed with the content

Jeobana Gutierrez
09/20/2013 9:54pm

Packages are designed specially to draw the attention of shoppers. They are designed in a way that people can respond to them even when shoppers are not paying attention to a specific item. Some packages are very expressive and are intended to engage people’s emotions. Some other packages for example, the ingenious make a certain product useful or the informative packages made to help people understand what they want and what they are getting. Packages made possible self-service retailing and made possible many things to be able to be sold. Packages stimulate our desires to buy because they come in many varieties that drag our attention and even when we don’t need a product just to see the package may want us to buy it and they also fit in with our daily necessities. I think the techniques in which packages are made are successful. I mean people buy packages constantly on a daily basis. Sometime people buy the product just for the package rather than its content. Like in Victoria Secret they sell many perfumes in a variety of bottles, but the most fancy bottle one the one that come in glass bottles old fashioned are the one that grab the attention of people because of the way it looks its rare and because it would look nice in the room as a decoration.
I think that it took Heinz some time to change their bottles because nobody would complain about its appearance and the glass bottle looked elegant in restaurants or kitchen tables. They thought that people were happy with its appearance and since many people would buy it, they didn’t think it needed a change. Later they started seeing that there was a little problem with the glass bottle when the ketchup was served and tried changing the package, but it was always made of glass and wide-neck jars. Until they made a survey to ask people what they thought about changing the presentation of the Heinz, and it was then that people suggested the plastic bottle. It made sense because using the plastic bottle is easy to squeeze and pour ketchup without any problem. Although there still are the classical glass ones. I think that the glass ketchup bottles are classical and look fancy, therefore there will not disappear.

Steven Diermissen
09/20/2013 11:35pm

Packaging needs to be stimulating to the consumer in order to make the final sales pitch the manufacturers have been making through the use of advertising. The quality and sophistication of the gives the consumer the confidence to rely in the product’s promises. Packaging has to show the usefulness of the product by depicting people using the product or showing how the product would look outside of the packaging. Packaging also needs to be simple enough for people to glance at and put in their shopping carts. The packaging contain the information that may be necessary for someone looking for the correct specifications. The containers for certain products, like food, are also designed to protect the contents inside them. Every society also has a different view on how the packaging should look in order to attract the consumer, and the manufacturers have to change it.
The transition from the glass bottles of ketchup and the plastic squeeze bottles took longer then it needed because the manufacturers noticed that the consumer bought the glass bottles. The bottle reflected on the societal value and hospitality that can be found in American homes, restaurants, and diners. The look of the bottle, as Thomas Hine, the former architecture and design critic of the Philadelphia Inquirer, describes in “What’s in a Package,” had “remained as a fixture of American life” even though getting the contents of the bottle was very frustrating. (124). The slow adoption of the plastic bottles might also have something to do with the attractiveness of the way the glass bottles were shaped. It is, however, unclear what brought forth the drastic change in the thoughts of Americans during the early 1990s.
My experiences with packaging don’t really disappoint me as much because I mainly focus on the specifications of an item, rather than on the packaging. I prefer to do some research on a product before I decide that the product would be suitable for me, especially with technology. The packaging, however, sometimes gets me to purchase the product behind the box because I find the information on it to be helpful in deciding that the product could be good.

Jose Gomez
09/21/2013 12:51am

Packaging stimulates the desire to buy, through the design of a package or the logos that we already know. Many times just because of curiosity, or to find out how the product tastes like or just to feel it. Companies try anything to catch the consumers' eye, by renewing the logo using different colors that people can identify with. Using public figures , actors, athletes or whoever is popular or influential. There are many examples, like Wheaties, Gatorade, and the biggest of course Nike with their Air Jordans among a few corporations that have taken advantage of an influential figure as a sales pitch to put their product in the customers home. As said by Hine "Packaging is explicitly recognized as an expression of culture in Japan and largely ignored in America". In America corporations do not care how they sell the product, as long as they sell it. Unlike in Japan the packaging is done representing old traditions of wrapping and representation. In a different way of how a companies use the individuals as a package to sell their service, by having workers use a uniform with the logo that makes people recognize what type of service that specific company offers.
I do believe that the advertisement works, as a consumer myself since I am a Michael Jordan fan still buying the Nike Air Jordan's because growing up I idolize him. Like everyone in America use to say, I want to be like Mike, packaging is always important because is the presentation of the product even if it is not the best quality but makes it desirable.
The obvious, is that it's easier for the ketchup to be squeeze from a plastic bottle. Then you take in to consideration the cost of the plastic bottle compared to glass encasement, and with companies trying to cut back on cost I don't think it was a hard decision for the vendors. The reason why it was not done before, I think is because people were used to the glass bottles and at times people do not welcome change gladly.

Fatima Fuentes
09/21/2013 9:03am

Packages and Products
Packages are what we see whenever we go to a store or supermarkets. It is a vessel of the product we want to buy and we scrutinize the label of those packages to know the product. Packages are important in making consumers buy the product. Thomas Hine, an author and former architecture and design critic, explains how packages evolved and how it affect the consumers and manufacturers. Thomas Hine stated that packages are what made self-service selling possible (119). Instead of people doing the sales talk or people socializing to consumers for persuasion, packages do the work.
Packages stimulate the desire of the consumers to buy by having a sophisticated look, which most people find it confident to buy (120). Packages give promise of the product they contain and are useful for the shoppers for simplifying and speeding decisions. Packages maintain their look almost the same as it was, so that shoppers will be familiar with it and do not need more examination to buy the product. Producers design their packages according to the culture and belief that the consumers may consider. In this way, consumers are enticed and convinced to buy the product that they are familiar with, because of the way the product is packaged. Say for example, in Japan, people there buy fish cake with a sophisticated and creatively designed packages that resembles handmade paper or leaves. A package also stimulates the desire of the consumers to buy the product according to how strong it holds or protects the product. Some packages are colorful and flamboyant while others are simple and elegant. There are many designs of packages with similar products, and some of them maybe familiar to me. Other packages emphasize the nutritional value, which I think is important. I buy products by not merely looking how colorful the package is, but reading the label, nutritional values and its contents.
On the other hand, I think it took so long for major ketchup manufacturers to shift from glass to plastic containers because of the consumers. The consumers were used to have the glass bottles, and though it was difficult to dispense the ketchup, some of them find it fascinating. Even though there are plastic containers that dispense ketchup easily, half of the consumers prefer the tall glass bottle. I think the glass bottles expresses authenticity of American’s culture of packaging, and it also looks vintage and fancy.

09/21/2013 1:17pm

In the essay “What’s in a Package?”, Thomas Hine expressed that packaging is the most crucial final payoff to a marketing campaign for manufacturers. Customers judge a merchandise mostly by its exterior. Before, the sole purpose of a packaging is to preserve a product. It is meant to be durable to be shipped at different stores and survive different conditions such as cold and heat. But in a competitive market today, the role of the packaging of a product extends all the way to the psychological level. It makes us feel good the way that the product itself makes us feel, and in a way reflect our personality. In the market for perfume for example: the supposedly driving factor that really sells a perfume is the scent. But when a shopper goes to Macy’s in the perfume aisle, the shopper would feel intimidated or confused on the amount of products displayed on the shelf. The buyer would then resort in scanning the shelves and make his initial decision based by the shape of the bottle or the box. Some would go for a bottle that looks like a figurine that can be displayed in their tables or shelves at home; others like their perfume placed in tiny plastic containers so that they can bring it wherever they go. And of course there is this number of buyers who buy a box set (shower gel and body lotion included) because there is a photo of a shirtless David Beckham printed on the box.

As a shopper, I personally agree that brands of products that are most successful in sales are the merchandise that pays more attention to its packaging. In a shopping aisle for laundry detergents, such buyer would naturally be drawn to the bright yellow or bright blue dispenser of Sun, rather than the black bottle of Woolite. It may seem just a little container of chemical, but the way it is made connotes differently for shoppers. Bright colors may mean that clothes still look fresh after how many washes when a person would use their product, and of course white means clothes are clean and stain-free. If I am a buyer, I would not go for black because I would confuse it for a bottle of grease if it was accidentally shelved in the automotive care aisle.

The advertisement on TV, radio or print can only sell the product visually, but a product’s package excites buyers because it arouses a lot of senses. It can play with your imagination like take you to a place somewhere exotic or make you feel at home. Thomas Hine used the Heinz ketchup bottle in explaining the sensation a certain packaging brings in the kitchen. A glass bottle of Heinz ketchup in diners and restaurants makes a customer feel at home because the ketchup has been a staple in most American house kitchens and an icon of family dinnertime. Perhaps the reason why Heinz’ manufacturers did not catch up on packaging updates is that the glass bottle still work. Even though it has been a nuisance to get some liquid out of the bottle, buyers still prefer Heinz as their ketchup. In the manufacturer’s point of view, it was time consuming or it took a lot of research to come up with new designs for logos and containers. But at this time of rapid development in technology, it becomes easier and cheaper to update a product’s packaging. Makers of Heinz ketchup acknowledged the cost and maintenance of shipping glass bottles to different stores, so they have come up with the plastic squeeze bottle design. Of course they have preserved their logo so that buyers would still recognize their product to remain a front runner in condiment sales in America.

09/21/2013 1:18pm

In the essay “What’s in a Package?”, Thomas Hine expressed that packaging is the most crucial final payoff to a marketing campaign for manufacturers. Customers judge a merchandise mostly by its exterior. Before, the sole purpose of a packaging is to preserve a product. It is meant to be durable to be shipped at different stores and survive different conditions such as cold and heat. But in a competitive market today, the role of the packaging of a product extends all the way to the psychological level. It makes us feel good the way that the product itself makes us feel, and in a way reflect our personality. In the market for perfume for example: the supposedly driving factor that really sells a perfume is the scent. But when a shopper goes to Macy’s in the perfume aisle, the shopper would feel intimidated or confused on the amount of products displayed on the shelf. The buyer would then resort in scanning the shelves and make his initial decision based by the shape of the bottle or the box. Some would go for a bottle that looks like a figurine that can be displayed in their tables or shelves at home; others like their perfume placed in tiny plastic containers so that they can bring it wherever they go. And of course there is this number of buyers who buy a box set (shower gel and body lotion included) because there is a photo of a shirtless David Beckham printed on the box.

As a shopper, I personally agree that brands of products that are most successful in sales are the merchandise that pays more attention to its packaging. In a shopping aisle for laundry detergents, such buyer would naturally be drawn to the bright yellow or bright blue dispenser of Sun, rather than the black bottle of Woolite. It may seem just a little container of chemical, but the way it is made connotes differently for shoppers. Bright colors may mean that clothes still look fresh after how many washes when a person would use their product, and of course white means clothes are clean and stain-free. If I am a buyer, I would not go for black because I would confuse it for a bottle of grease if it was accidentally shelved in the automotive care aisle.

The advertisement on TV, radio or print can only sell the product visually, but a product’s package excites buyers because it arouses a lot of senses. It can play with your imagination like take you to a place somewhere exotic or make you feel at home. Thomas Hine used the Heinz ketchup bottle in explaining the sensation a certain packaging brings in the kitchen. A glass bottle of Heinz ketchup in diners and restaurants makes a customer feel at home because the ketchup has been a staple in most American house kitchens and an icon of family dinnertime. Perhaps the reason why Heinz’ manufacturers did not catch up on packaging updates is that the glass bottle still work. Even though it has been a nuisance to get some liquid out of the bottle, buyers still prefer Heinz as their ketchup. In the manufacturer’s point of view, it was time consuming or it took a lot of research to come up with new designs for logos and containers. But at this time of rapid development in technology, it becomes easier and cheaper to update a product’s packaging. Makers of Heinz ketchup acknowledged the cost and maintenance of shipping glass bottles to different stores, so they have come up with the plastic squeeze bottle design. Of course they have preserved their logo so that buyers would still recognize their product to remain a front runner in condiment sales in America.

09/22/2013 3:48am




Packages are very common in consumer goods, and their main purpose is to persuade consumers to buy certain item. More than buying a mere device, food or toy as costumers we examinee the box, tags letters and way that things are packaged and design because the packaging describes the item through a series of imagery which make contact with the eye and are attractive to it so that it can get our attention. Packages makes consumer wonder what is in the inside even though the item’s box might be illustrated it still generates curiosity and excitement due to the box’s closed labels which represent new. Meaning that as consumer we get the privilege to open or items box for the very first time and wow we knew how good that feels because we are the first ones opening that box meaning that its ours. Another reason that make boxes and packaging important at shops is that they present their self there’s no need from retailers to explain what it is or offer it top people and explain the functions because the package illustrations explains itself how to be used and operated, which works as replacement of retailers and cheaper. I believe that a packages main purpose is to stimulate the vision so that it can involve with the costumers mind in order to desire things and buy them because of their attractive illustrations. I had a experience of buying items because of their box design when bought a SNES item o yea it was a little robot called R.O.B during the 1995 the packaging looked promising it showed the image of a well developed robot in the space for the super Nintendo game Gyromite man but it only worked on two damn games so I was pissed off and I only bought it because of the box which I still have nowadays and to be hones it is a piece of garbage and it has to do with pop culture. Due to the fact it was a Nintendo accessory everyone wanted it because of the advertisements so I did well it was discontinued but I still have it. So I believe that packing interactivity does work. The fact that ketchup changed from crystal to a plastic bottle was hard because of its popularity among people and the many uses they could give to the crystal bottle and also because it would be hard for people to get used to certain item and renovation that all of a sudden came from nowhere which could have had generated monetary lost to the company.

09/22/2013 10:15pm

Packing stimulates the desire to buy by attracting customers with unique and interesting designs. They can also attract customers with features that customers like. For example, somebody that is concerned with the environment might be more prone to buy products that used recycled materials for the packaging of the product. The packaging usually contains information about the product as well to help the consumer understand how the product works or any information that might help the consumer decide to purchase it. The design itself can sell the product when the package design is innovative and elegant. These types of products were mentioned in the article as being common for liquor bottles and perfume bottles.
Besides protecting and preserving the product, making it easier to transport, and providing a uniform measuring of its contents, packaging also serves as a product’s surrogate salesperson. In order to effectively sell itself, a product’s packaging must appeal to consumers’ emotions and senses and convince them to buy the product.
Packages manipulate consumers’ pathos, linking their decisions to buy a product with their emotions towards themselves and their family. It also changes according to social trends and opinions surrounding healthcare and environmental consciousness.
While packaging changes in order to appeal to consumers’ thirst for progress and change, it also is careful to maintain a sense of consistency. While consumers will buy a “new and improved” product, they also feel comfortable buying their old, established brands.

I try not to be swept up in marketing ploys, but I fall prey to them as easily as anyone else. My refrigerator is evidence enough that my health consciousness has led me to purchase certain products over others. I’m more likely to purchase a product that says, “Higher in antioxidants!” or “Whole Grain!” I also buy orange juice with Vitamin D and Calcium in it, despite its higher cost.

Astrid Garcia
09/22/2013 11:43pm

There are several different types of packages and they each have their own agenda. Yes, ultimately they all want you to buy the product inside, but under the surface their techniques are all different. While expressive packages like that of Vodka target your emotions, others make themselves appear to be more useful. Such as a beer can that lets you know how cold the beer is. Another type of packaging is informative packaging, which lets you know on the face of the package why you want to buy the product and how it stands out from the others. A great example of this can be found in health food stores all across the U.S. Their products are especially informative of how organic and chemical free they are. The reason that these types of marketing are successful in selling their products is that they are targeting all doubts within a shoppers mind. In my experience, I find that this is especially true in cosmetic marketing. There has been many a time where I have purchased a cosmetic product simply because of the way the package looked. When a customer walks into a store with the intention of trying a new product what they are looking for essentially is the loudest package. The type of package that calms their doubts and restores their faith in this product. During every shopping experience, I see colors and labels that I like and I instinctively assume that the packaging attests to the quality of the product. I believe that these techniques have been and still are very successful.

According to Thomas Hine when we look at a package we, “See far more than a container and a label.” Instead we see, “A personality, an attitude toward life.” This is especially true in regards to the Heinz ketchup bottle. Instinctively we think of the glass bottle as “classic” and then we are immediately reminded of how difficult it is to get the ketchup out. The most important thing to note is that we still think of this product as a staple of American culture. I believe it was difficult to change the product packaging because ketchup retailers were afraid of losing their “personality.” Hine compares the glass ketchup bottle to an American landmark or a signature American structure. The dilemma that I believe ketchup retailers had is: Will our product still communicate the same message to the American culture? In a consumer culture, packaging means everything.

Larissa Figueroa
09/22/2013 11:44pm

According to Thomas Hine the author of "What's in the package," Package stimulates the desire to buy in people because they are very expressive. They give people the information they need to decide if the product that they are looking are is the right one for them. Besides the information given in the package is very easy to see, understand and find. Also, these packages are designed to engage your emotions, and thus leading people to decide that they need the product being scrutinized. The package tells people that the product is still in good conditions to be used, and it also promises people of how wonderful and beneficial the product is. In my own experience, I believe that packaging is highly important. It can mark the difference between purchasing a product or not. If I see something that looks in good condition, I know that I am more likely to buy because in my mind I am thinking that the product will give me what it is promising me. Even when I am not sure if it is going to work. I feel more confident about spending my money on the item. Another reason why I find the package very important is that it gives you the information you need to know about what you are getting because to me it is important to know how the product work, and sometimes the label gives instruction of to use the item you are buying, which in many cases is very helpful. Of course these techniques are helpful, and I strongly believe that if companies did not use the package on their items their sells would definitely drop.

I believe that it took long for the manufacturers of ketchup to change the glass bottle to plastic bottles because they were afraid that if they did their sales would fall because people get used to things, and if there major changes in the things they consume, they might think that what the bottle has is now different from what is used to be. Besides, the main reason manufacturers do not change the appearance of their products is because they sell just the way they are, so they do not see the necessary of doing so. The author mentions that the glass of Ketchup gives people a sense of hospitality. It also symbolizes a way of the American life these two are reasons why the process of changing from glass to bottle was slower. It is a matter of keeping things as they are because they symbolize the way things have always been, but at the end, it all boils down to what sells the most, and the manufacturers are well aware that people get used to things; therefore, they keep producing it even though this could be very old.

09/23/2013 2:01am

Packaging is the best way to stimulate the desire for consumers to buy anything. It is the best way to catch the attention of the buyer and hypnotize them into their product that may not be worth buying. Hine says “When you put yourself behind a shopping cart, the world changes.” This quote clearly explains everything you need to know what happens after you enterer a store. Many of us buy items unconsciously without looking what we got because of the packaging. We go for items that are cute, interesting and hypnotizing then we take it to the cashier unconsciously. After we buy the product, we bring it home and after opening it we realize that whatever we purchased was not worth it. Some people in due time learn that it’s not all about the packaging but some of us are still in the companies comfort zones where we buy anything we see without questioning it. The techniques that Hine mentioned are very successful. I have had a few experiences where I was hypnotized by the product because of the packaging. For example two days ago I went to Rite Aid store to buy tissue paper. I went and picked out the cutest one with the cutest box cover without paying attention to how much is inside or is the tissue paper thick or thin? Without paying attention to the important details I eventually purchased the tissue paper because I liked the packaging. When I opened it at home it was not thick tissue paper we needed, it was the thin ones that my mom doesn’t like to use.

Melvin Camacho
09/23/2013 10:00pm

Before reading this article i had no idea how much time and effort went into
the packaging of a product. I think it is an aspect of consuming that goes extremely
unnoticed on a daily basis. Manufactures entice consumers with their elaborate
packaging by making something that is appealing to the eye and will catch a
consumers attention rather quickly. The way goods are packaged vary from culture
to culture and depending on what part of the world you live in, thus specifically
manufacturing packages that will make the consumer reach out and putting the product
in their shopping cart while at the same time feeling good about it. In my own experience
as a consumer i believe i subconsciously do at times fall into the tactics used by the
manufacters packaging. More than that though i think it is the brand that plays a bigger
role when i go out shopping, for the brand carries a lot of weight on society but even then
those top name brands spend a great deal of time and money thinking of ways to package
their items to gain an edge over other competitors and it pays off. Now As to why it took so
long for ketchup manufacturers to change to more efficient dispensers in my opinion was
because of the certain time period it was taking place and to some extent still is. The consumers
from an older era were very accustomed to the big glass packaging while the younger consumers
started realizing that it did not make sense to use that packaging when plastic was a better
alternative. The glass bottle will always be a classic but it is true that the plastic packaging
is more efficient therefore causing this transition slowly but surely.

Michael Ferreras
09/23/2013 10:14pm

Packaging stimulates our desire to buy because it captures our attention. Also packaging has been around for quite some time that we do not even notice the little details that are on them anymore. Thomas Hines mentions that the consumers are basically buying goods without the help of a physical representative selling to them. These representatives rely heavily on packaging to make the sale for them. The consumers are exposed to multiple different types of advertisements and packaging every time they enter their local supermarket so naturally they would be attracted to the diversity and creativity in each individual packaging.
In my experiences, yes, I have found these techniques to be effective. I have found myself in several occasions just looking at an item for its packaging. If something as creative as the package can gain my attention I thought of the actual product to be something just as fun. The packaging industry really need to pack the products in something that would obviously attract the consumer as well as get the consumer thinking, “is this item worth buying.” Sometimes I would even question that to myself when browsing in any store. Supermarkets are something different. I do not mainly shop based on packaging, but with what I already know. I would not take my time reading the different packaging and determining what’s best, I go for what I am already comfortable with.
Surely people across America feel the same way by doing what they are comfortable with. Even if the packaging was proven to have a type of struggle to it, the people would overlook them. Heinz ketchup has placed their product in a glass bottle for years and it was proven that the bottle was not very effective. Although this was shown, people did not seem to notice this flaw until the 90s when the plastic squeeze bottle was introduced. With this new innovation to ketchup the product was much easier to access than its glass counterpart. Not every good invention is easy to come by. Even something as simple as a plastic bottle rather than glass took years to realize. True that when we finally discover this, it seemed very obvious but it really was not. That is just a hindsight bias that we all have a tendency of. Again, I do believe that people were just very comfortable with the glass bottles that the packing industry felt that they did not have to change anything but just because there seem to be no problems, that does not mean there really aren’t any.

09/24/2013 8:00am

Packaging stimulates the desire to buy because of the advertisement and information being presented on the products packaging catches your eye unconsciously. There are many different types of packaging that catches a person’s attention. These packages line the shelves of the supermarket and compete to be purchased. What makes a consumer tempted to buy is the advertisement itself. They embody change to respond to tasks and achieve new standards of confidence. Packaging is convenient to consumers because they keep products fresh and untainted with. The package tells you what you are buying and what it promises. Very detailed packaging is one of the main reasons people buy products. Manufacturers have to have lush advertisements on their packaging in order to lure customers to buy products. Although the advertisement leads to temptation, it helps consumers speed their decisions on whether or not to buy the product.
In my own experience, these methods are very effective because I often find myself buying commodities that I don’t really need but are just simply cool. For example, the 99 cents store has everything from produce to cosmetic products. The advertisement of everything being 99 cents makes consumers want to buy anything, even unnecessary products that they could get for a dollar. Especially if you see a product with a brand name that would could slightly more at a department store.
It took long for the ketchup manufacturers to shift to the more efficient ketchup bottle because the product kept selling. The product has also remained a fixture in American life. Thomas Hine writes, “If a gum wrapper manages to survive nearly unchanged for ninety years, it’s not because any expert has determined that it is an important cultural expression. Rather it’s because it helps sell a lot of gum ” (124).

Albert Virgen
09/24/2013 2:06pm

After reading this article I found that the supermarket was a surge of commercial packaging that displayed the vast array of colors by flaunting the logo and the image that is represented along with it.
There are times when shopping becomes overwhelming because of the various amounts of products to choose from. The packaging isn’t the most appealing part of the product; it only represents its image. The most important part of the product is the feedback that validates it. There are people that do appeal to the product solely because of its aesthetic. Pretty packaging work more efficiently in women because it is more-so about the look of the product in their environment. When shopping with my mom it is the first thing that steals her attention away; how nice and cute the package is. The way the bottle is shaped and its nice, neat, and after the visual factor comes into play, then comes the smell. The technique used in packaging stimulates the visual desire in the same way that happens to men when a woman passes by. They catch my attention without even realizing it.
The transition from tall ketchup bottle to the plastic squeeze bottle took some time because of the association to the bottle. Despite the fact that it was not easy to use, the tall ketchup bottle represented home and also ketchup. However, gradually when the “the more factor” tendency begin, manufacturer, as well as customers realize that the squeeze bottle held more ketchup, and was also easier to use. It also saved money because plastics were less costly. Companies can now produce vast amounts of ketchup, save money, and please the clientele.

09/24/2013 9:27pm

Hine’s consider packaging to stimulate the desire to buy through by taking people out of the equation and replacing them with sterile, attention grabbing, and thick packaging. For example: When going to shop for groceries, we’ll stop at what catches our attention, see it, and put it out shopping cart. These packages appeal to people’s emotions because when they get attracted by the containers, the shapes, the logos in front and by identifying themselves with the package. Also the advertisements on the packaging can be quite appealing to the consumer eye. It’s used to draw attention to the consumers to grab and buy. Hines states that packaging is a tool for shoppers to help make decisions in what product best fits the buyer. Most shoppers shop for things they want and what best suits them. For example: shoppers who shop to be healthy. They will go to the fruit, vegetables or the cold isle. They only have one thing in mind and is eat healthy and spot the products that helps them. Simples things that packaging provides like the ability to reseal to keep the product fresh. That’s the most important thing shoppers look at; when the packaging will last for about a week.
In my experience, I find packaging techniques that are used by companies to be very successful because the way is “design” is a lot of times the way I determine to buy products. For instance, if I’m shopping for hair gel, and there are a couple of them and some are cracked or even squashed. Then I see that there’s hairspray and in good condition. I would choose the hairspray because of the packaging of the hair gel. When I shop, I look for the best packages. Another example is beauty products. I usually buy my foundation and powder in downtown, but when I see commercials of girls with beautiful skin and the package is MAC. I have to have it because it’s MAC. It’s a logo and the package is always perfect.
Heinz ketchup manufacturer took long to update their bottle because the original packaging is considered an American icon. Most people use the tall, glass ketchup bottle, found on tabletops of most diners and coffee shops, with hospitality because it’s vintage. Not until 1992, when people prefer the plastic bottle because it is easier to squeeze out the ketchup and instead to keep pounding on the glass bottle. Thick ketchup indicates that it contains a lot more of the natural ingredients such as tomatoes whereas a lighter one will be perceived to contain more liquid (water) then tomatoes.

09/25/2013 1:02am

Packaging stimulates the desire to buy because it is a temptation that is everywhere. There are many different packages in stores and in television advertisements. Packages make it easier and speeds up the decision making, consumers use packages to determine which product they will need. Packages inform and attract consumers to chose the best one. Consumers value a product by the packaging the product is in. Since people are surrounded by so many packages they are use to them and living without them would be difficult. Packages are useful to consumers and manufactures because it allows the world to see what the product is and it sells itself. In America packages are used to determine the function of the product unlike Japan, Japan has used packaging to express their culture and it is much more appreciated than in America. As well as attracting consumers attention packages sell the product and people use the package to determine whether to buy the product or not. Packaging is important and it sends a feel or emotion to consumers which determines if the person will purchase the product or not.

Packaging is useful because people are able to judge or determine if a product is good or bad. It makes shopping easier yet hesitating, being around so many packages can be exhausting therefore advertisers have to make the best packaging designs. Even though brands often sell more, a package is itself in the shelf and the best looking one will often be the one people purchase. Like they say, “Its all about the image”.

Regarding the Ketchup bottle, I think that since the glass bottle was what most people grew up in it was hard for the company to eliminate it. People looked back and identified growing up with the glass bottle. The glass bottle is an American icon and that is a probable reason why it was not completely eliminated from the market. Hine mentions that it is possible the change did not occur because the glass bottle still worked. People preferred the plastic bottle it was evident that it was easier to package a plastic bottle. Both bottles worked and now consumers purchase whichever one works for them.

Ben H.
09/25/2013 10:38am

Packaging stimulates the desire to buy because the packaged item itself is an advertisement right in front of you. It contains key words and phrases that entices the buyer to choose one brand over the other. Many phrases on the packaging such as “fat-free” or “no high-fructose corn syrup” helps the item sell itself without the high costs of advertisements or commercials. It allows the customer to determine what they want when choosing from a couple of choices. Packaged items also leads the buyer to believe that the freshness will stay up to the date suggested and won’t spoil. In my own experience, I find these techniques to be successful and useful. It helps me distinguish between healthy foods and not-so healthy ones. I also learned how these techniques can fool a customer into believing something is actually healthier than the other when it really isn’t. For example, some cereals state there is less or no sugar which can fool a buyer, but they will leave out information about artificial food coloring and high fructose corn syrup that makes the cereal sweet without the sugar. It has made me read further into the ingredients rather than trusting the packaging alone.
I think it took manufacturers so long to switch from glass to plastic bottles because of its history on American shelves and in refrigerators. When it is displayed in markets, shoppers might choose the glass ketchup bottles because it is a part of American tradition and can be nostalgic. It brought back memories and also developed new ones for the younger generations who used glass ketchup bottles. That might have been worth more than the efficiency of plastic bottles.

Bryce Arpin
09/27/2013 10:07pm

It affects you visually and emotionally, they can also be informative.
Packaging presents an image. It can tell others what kind of person you are.
Whether it be a bands album cover or a politicians campaign flier packaging is image, and who that image is supposed to appeal to is everything.
Some people can easily leave it up to the design as to which brand gets picked, which could work for a first time purchase when unfamiliar with the item.
When I had money to spend on records, occasionally I might pick out something I had never before heard of based on it's art work, titles, fonts used, and or well designed logos. Heinz glass bottled Ketchup for me was a common staple of American Dinning. If they changed the bottles they risked alienating there consumers. Other than super fancy restaurants which probably did have glass bottles of Heinz available upon request I can't think of any restaurants my parents took me to as a kid not having one on the table or at the wait station.

10/01/2013 4:07pm

Packaging stimulates and makes people to buy, how the package is presented to the customer might influence. This also includes how the packages are being offered to the customer and the way customers benefit from them, an example would the new sunny delight juice that has change from a regular traditional bottle to a long square bottle. The sunny delight bottle juice was improved so it could to be easy to place in our refrigerators ,such Packages tell you what are you buying .This kind of product will provide to a customer an easy way to place the bottle, it helps with a decision of which of many juices to buy and to bring home. In my own experience this kind of packaging has made it easy and less complicated to store juice because I could place it by the side door of my refrigerator. A traditional round bottle would not fit by the side door . It is more like what else can you get besides what is inside the package. I believed that the manufactures took so long to change the glass bottle of ketchup to a plastic bottle because many people were so emotional attach to it.

Stephanie Cardoza
10/05/2013 12:36am

Packaging stimulates the desire to buy because the packaging itself does the attention grabbing of a consumer. Meaning that the packaging has to market itself. People respond to unique packaging and for most of the items they may purchase packaging has a great deal to do with it. The packaging serves to protect and hold the products. However throughout time it has changed the way products are packaged. A consumer reacts to an "improved" stamp, and the product is still the same. They packaging has come along way from attracting customers just from the design of it but also buy fooling the consumer into thinking it's an improved,new,etc product. The idea of packaging is to simply attract consumers, once that item is bought and take home they packaging becomes useless. People don't keep their items in original packaging for long.
The techniques are successful as i have fallen for the packaging of certain products, i do think half the items i buy may just be because the packaging looked way nicer than others. Some companies make a huge impact with unique and creative packaging and some of the products end up being a waste of money.
I think it took Heinz ketchup a long time to change the packaging of glass bottle into a plastic bottle because they wanted to keep a more sophisticated and unique packaging. It had become a major fixture in american's kitchens. It was made of glass and had to be handled with care just like you would a vase. I think they also were afraid that if they did change it, customers would be unhappy and their sales would drop. But even throughout so much time i still see glass bottles of ketchup in restaurants. their market continues to like the original glass bottle but also they didn't fail with the plastic packaging.


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    Prof. David Fulton

    I received my MA in English from CSU, Northridge and his .MFA in Creative Writing from CSU, Long Beach. I have  been teaching College English since 2004.. I am a published poet and was recently a Pushcart Prize finalist for my poem "Hubris" In addition to teaching,, I enjoy cooking, figuring out how to garden, going to the gym, researching Shakespeare, and watching MMA. 

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