Jun
13
Elmers Packaging: Blurry is bad
June 13, 2006
If your product is sold in the retail market, then you probably know how important packaging is… if you don’t, you’ve come to the right place. Your product is competing with others for shelf space and consumer attention. Every detail counts; size, color, copy… any one of these things can change a consumers mind; in or against your favor. That’s exactly what happened to me recently.
We have a nice little wooden dresser in our apartment with a small hole in the side, requiring Wood Filler to fix. The container of ELMERS Wood Filler I had was so old I decided to go to my local hardware store and pickup a new batch.
Now, I’m a pretty handy guy… and unlike the typical male stereotype I do like to read instructions.
Once I’m at the store, I’m directed to the proper aisle and quickly notice the familiar Orange and Blue ELMERS logo. For close to fifty years, ELMERS has been a trusted brand. I grew up with ELMERS glue and I’m sure you did as well. I’ve used their Wood Filler before, and intended to do so today.
As I picked up the package to read the instructions, I realized they were tough to read. In fact, they were almost impossible to read! The printing on the container was so blurry I can hardly make out a word. I picked up another one… same thing. Another one… blurry as well. It seemed this store got a batch of Wood Filler with blurry printing.
Next to the Elmer’s was another brand of Wood Filler, ZAR. I never heard of ZAR but I picked up the container and read the perfectly printed instructions. The first line of copy made an immediate impact; “Made from real wood” [get the exact quote from the container]. Not only was the copy legible, but it was real good sell copy. I read the rest of the detailed instructions and decided to buy my first container of ZAR Wood Filler.
Ok. So it’s just one sale… one time. But I used the product, and really liked it. And I’ll tell two friends… and they’ll tell two friends… and so on… and so on…
Many people might not take the risk I did, and try a new brand. However, I didn’t have anything to lose. I didn’t even have to trust ZAR… I trusted my local ACE HARDWARE. I trusted that they would provide quality products, and take back the unused portion if I didn’t like it. If a retailer can build a brand of trust, then I trust all the brands they sell.
Will I never buy ELMERS again? Probably not. But now I know there’s an option. Yesterday, I only used ELMERS Wood Filler… today I have a choice.
Choice is good for consumers… bad for manufacturers.
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