How Product Packaging Has Changed: A Wholesaler’s Perspective

In celebrating our 25th Anniversary this year, I’ve been going through old photos of the people and offices of Kole Imports.  Looking closer at some of the pictures, it’s dramatic how much things have changed.  I won’t go into how much older the people look now, but I will say that the item packaging in the old pictures definitely shows its age. 

We’ve spent a lot of time keeping the packaging of our products current, which makes them more attractive, which makes them sell better.  Our in-house team of graphic artists works every day to make improvements to old packaging and designs the packaging for new items.  The first thing a customer does when they get an item home is remove and throw away the packaging, but the packaging played a vital role in getting them to buy the item in the first place.  If the packaging looks good and says what the item is and what it does, people are more likely to buy it.  Also, they will perceive the item as having more value and being better quality, even if it’s exactly the same as another item in ugly packaging.  See the picture of the door handles below, and ask yourself which one you would buy if you saw them side-by-side in a store.  Same exact item.  Only the packaging is different. 

1980s package design was simple. Yellow with black writing.

1980s package design was simple. Yellow with black writing.

 

New item packaging is much more colorful and attractive.

New item packaging is much more colorful and attractive.

Old packaging is on the left. Updated packaging on the right.

Old packaging is on the left. Updated packaging on the right.

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