Liberty Intercept Blog

For two consecutive deliveries, Peapod's service provided my $150+ grocery order in so many plastic handle grocery bags, it was astonishing. In fact, the nice young delivery man seemed embarrassed by the glut of plastic bags. Many bags held only one container of yogurt (I ordered six yogurts, which arrived in three separate plastic bags) or two bananas, or half a pound of cheese. I realize items come from different departments in the store or warehouse, but there must be a better way. The driver kindly offered to recycle the bags for me; I quickly emptied as many as possible so he could do that. Smart man - good customer service.

Two servicemen showed up at 10 a.m. and opened the three large boxes of washing machine replacement parts that had been decorating our living room for a week. The protective packaging consisted of a corrugated three foot cube box - no inner packing materials; some loose corrugated supports - no bubble wrap, no newspaper, no packing peanuts, no air pillows - nothing to cushion the item inside. Evidently, a simple corrugated carton could not withstand whatever treatment it received in the warehouse and during shipment. The rigid nylon bearing tub part, essential to the job, was cracked on two sides - not usable.

“You are always on my mind”...... it’s true - packaging is something I enjoy immensely and notice constantly - new materials, designs, labels, colors, and from my experience in the ad specialties industry, logos - packaging is always on my mind.

What brings this subject to mind is my very recent new-found respect for grocery store brands. I first noticed it when introduced to Whole Foods house brand 365. The products are good quality and definitely a value when compared with their pricing on other items.

Packaging is what catches your eye in the cereal aisle at the grocery store. It's the reason you gravitate to those great headphones in the big box electronics store or that geegaw on the checkout counter at the 24-hour shop near your office. Packaging, or more accurately, packaging design, when well thought out and executed, speaks to you, the target audience, and draws you in. Colors, brand names, materials, fonts, inks, logos, taglines, and mission statements, often more than what the product actually is or does, will dictate your purchase.