The past few years, I’ve become very familiar with bees, and everyone’s favorite product from bees, honey.
As my fiancé, the beekeeper, would tell you, you can’t judge the quality of honey by the color or what it says on the package, you judge it by “the bubble test,” essentially turning a jar of honey upside down and watching how fast the air bubble moves to the now-top of the jar. The slower the bubble, the better the honey.
And honey supposedly purported to be from only a single plant (i.e. clover honey or lavender honey) isn’t always accurate either, as bees go where they please and like variety.
Now that you know all of this, you can see my amusement when I walk into a food store and see the varieties of honey available and the pricing related to them. The vast majority of the price differential is the packaging.
- Honey in glass and/or special shaped bottles looks more expensive (and thus can command a higher price)
- Including honeycomb greatly increases the price
- Marketing honey as single source means smaller amounts for more money
- Honey from far away feels exotic and special, resulting in an upcharge
- Labeling honey for special purposes (such as “honey for cooking” and “honey for tea”) encourages people to buy more for these various purposes
- Honey that seems special encourages people to give them as gifts
And yet, what people are mostly buying it for is the packaging, the idea of a luxury product, or a personal relationship. I recently purchased from thredUP and received my “used” clothes very prettily wrapped in paper, trying to emphasize their quality (vs. buying from Goodwill). Similarly, when Molly & You (formerly Molly & Drew) sends your order, it always includes a personal note and sometimes even a gift.
I’ve noticed similarly how many products I avoid, not because the product isn’t good, but because the packaging is terrible, such as a greek yogurt that I no longer buy because the lid is cheap and breaks too easily.
My challenge for you: Take a look at your packaging, whether it’s actual product packaging and shipping or packaging of your service.
- Think about how your messaging is or isn’t extended through your packaging.
- Do your customers like your packaging.
- Are you losing/gaining customers due to your packaging?
- What can you do to improve the packaging experience for your customers?