CONSUMER INSIGHTS PACKAGING
Many shoppers see packaging as getting
easier to use but harder than ever to trust. Like advertising,
"it highlights what they want you to think and covers up the
negatives." This feeling comes from being bombarded with
exaggerations, deceptions, and fine print. There are ice cream
cartons which look the same as ever but no longer contain real
ice cream. Groups like Moms Across America are filing lawsuits
about 100% Natural claims on cereals and screaming "No way"
about the millions of dollars that big food companies have
secretly spent on defeating GMO labeling proposals.
When what shoppers want/need to know
is in such small print that they don't see it or have trouble
reading it, they conclude that they are not intended to see it.
And while I am focusing on packages, they are one of many
examples of the consumer challenges in today's marketplace.
Finding their way around the marketplace maze is getting harder
rather than easier. Hidden costs and charges are everywhere,
Airlines are charging extra fees for a few inches of leg room,
for early boarding, for food, and for luggage. Banks are
charging fees for free checking! Wells Fargo is even charging
for printing a receipt at its ATM terminals. Will supermarkets
soon be charging extra for detailed receipts?