In the modern retail environment, it is becoming increasingly difficult to use packaging to stand out. The shelves of stores are packed with fantastic fonts, strategically designed color combinations, and unique product forms all competing to draw the attention of consumers.
How to Sell Embarrassing Products
You need to package condoms differently than condiments.
February 01, 2018
Summary.
Consumers are more likely to buy embarrassing products when their embarrassment is mitigated by more-anonymous packaging. Specifically, consumers found products packaged in boxes with cool colors, small lettering, and a picture of the product to be more anonymous (and appealing) than products packaged in pumps or tubes with warm colors, medium or large lettering, and no picture. The findings show that the more anonymous a product looks, the less embarrassing a consumer finds it, and the more likely they are to purchase it.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.