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Little Known Secrets of Why Big Packaging Thrives
September 24, 2008
Excessive packaging is a significant problem these days. Seems like everyone in our field is talking about it. And while there have been some fascinating ideas and solutions to the various problems presented by the pandemic, there seems to be little attention given to the root psychology.
It’s a subject I’ve been very interested in for a long time. I happen to believe that deep down inside, people are more alike than different. And I think they’re driven by some very basic instincts and preferences.
In some ways we humans are more complicated than we think … and yet more simple. I believe that much of the excessive packaging out there is largely because marketers understand us better than we understand ourselves.
Even if they don’t always know the theory, they know what works on us.
Here’s one of those relatively rare people that’s discussing excessive packaging in terms of the almost primal motivations that come into play with it. Even if she’s talking about it a little tongue-in-cheek, I think she’s spot on.
Anyone care to take these theories further? I’m convinced there’s a lot she leaves on the table:
Why Americans Love Packaging
Also, along the same lines, is one of my earlier posts, Bag It … Or Not? which touches on the psychology of why we like bags when we buy stuff (it’s not just to make it easier to carry.)
Heard any other theories? Send ‘em my way. There’s stuff going on in consumers’ collective psyche that not even packagers are talking about much.
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Posted by David Bellm on September 24, 2008 | Comments (4)
In response to: Little Known Secrets of Why Big Packaging Thrives
Margo Love commented:
As a consumer, I like shopping bags for a second reason, besides the ease of carrying. A shopping bag gives me privacy! That must be one reason why shopping bags are not clear. Carrying my purchases through a mall or up an elevator to my apartment, I don't want people looking at my goods and drawing conclusions---"Oh,Clairol...that must not be her natural color!"
In response to: Little Known Secrets of Why Big Packaging Thrives
David Bellm commented:
Exactly what I think, Margo! I don't want the world checking out what I'm buying -- even if it's not a particularly sensitive purchase. I kind of touch on that in my blog post about bags, but I wonder how many other people feel this way about packaging and privacy?
In response to: Little Known Secrets of Why Big Packaging Thrives
Flbandit commented:
I kind of think it's also tied to "getting something extra" Bags are useful for other tasks. Therefore the bag can be seen as a gimme.
In response to: Little Known Secrets of Why Big Packaging Thrives
David Bellm commented:
That's a good point too -- especially in fancier stores that give away really nice shopping bags. I think it's part of the prestige of shopping at, say, Nordstrom or Neiman Marcus -- toting around that big hefty bag with the huge store logo on it. See what I mean though? When you stop and think about it, packaging plays into an enormous amount of psychology. No one's really talking about that aspect of it much though. Yeah, marketers, designers, etc. have a very good handle on these issues. But I don't think many of the people crying for more sustainable packaging have really taken these things into consideration. And I think that's the real key to gaining more widespread acceptance of more responsible packaging.