Ever been disappointed by a package? Maybe you pulled so hard to tear a bag that, when it finally opened, the contents spill everywhere. Or perhaps you’ve been foiled by a notch that tears incorrectly, leading to a resealable snack bag becoming permanently sealed. Whether you waste product, can’t access product, or simply become frustrated, this outcome is not something you, nor the brand, had hoped for.

Consumer dissonance applies when something about a product experience disappoints the intended user.

It’s hard to quantify the impact that malfunctions have on brand loyalty, when consumer expectations are not met. Still, everyone can agree it’s better to avoid such outcomes.

A milk jug with a double lepel seal

Packaging geeks like myself have to take a step back when addressing convenience and the functionality of dosing systems. As everyone who shops or dines with us knows, we can obsess over details that most consumers would not notice or think twice about. The question is: What is the result when interacting with a product doesn’t go well?

Here’s what we know:

 

  • Consumers value product safety and tamper-evident packaging
  • For this reason, they tend to have a higher tolerance for inconvenience if it’s seen as tied to product integrity
  • It’s never good to force a consumer to rely on a tool (scissor or knife or even teeth) to open a package
  • While “indulgence or delight” is not always possible or necessary, failure to offer easy to use packaging could impact future purchases and open the door to a competitive brand

I happen to really like the product that gave me a problem today. THEM is very familiar with induction-seal lepel systems. Many of our clients have adopted these methods.

We understand that the equipment has to be set up accurately and the operators really do need to be well trained. When the “time-temp-pressure” variables go out of specification, one result is laminate seals can literally be welded to bottle necks. Even body builders will be challenged to remove this protective layer.

This serves as a reminder of how important process controls are to every product and brand. When you invest extensively to create and supply a good product, don’t let the “small stuff” pull you down. In fact, when it comes to consumer dissonance, it’s always a big deal and potentially very costly.

Neil

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