Liberty Intercept Blog

Recent news indicates that auto manufacturers Toyota, Subaru and Honda in the U.S. and elsewhere are encountering a shortage of automobile parts due to the earthquake in Japan. This will affect the manufacture and sales of automobiles as well as automobile parts and auto repair for an unspecified time.

The title does not refer to my beloved Red Sox, but to my own home team at Liberty Packaging.

We've finally launched our new Liberty Packaging Co., Inc., website - this project (like many home repairs) was a little more involved than initially expected but the results are spectacular. Our initial plan was revised moderately as we progressed and we're grateful for the beautiful design work of our long-time web and graphic designer, Steve Parrish, of Parrish Design. Steve did all the heavy lifting and provided the appropriate guidance and hand-holding for us to complete our homework assignments, providing him with the content required to finish the job. Steve is a reliable member of our team and has been almost since we started Liberty Packaging.

Two servicemen showed up at 10 a.m. and opened the three large boxes of washing machine replacement parts that had been decorating our living room for a week. The protective packaging consisted of a corrugated three foot cube box - no inner packing materials; some loose corrugated supports - no bubble wrap, no newspaper, no packing peanuts, no air pillows - nothing to cushion the item inside. Evidently, a simple corrugated carton could not withstand whatever treatment it received in the warehouse and during shipment. The rigid nylon bearing tub part, essential to the job, was cracked on two sides - not usable.

“You are always on my mind”...... it’s true - packaging is something I enjoy immensely and notice constantly - new materials, designs, labels, colors, and from my experience in the ad specialties industry, logos - packaging is always on my mind.

What brings this subject to mind is my very recent new-found respect for grocery store brands. I first noticed it when introduced to Whole Foods house brand 365. The products are good quality and definitely a value when compared with their pricing on other items.

Packaging is what catches your eye in the cereal aisle at the grocery store. It's the reason you gravitate to those great headphones in the big box electronics store or that geegaw on the checkout counter at the 24-hour shop near your office. Packaging, or more accurately, packaging design, when well thought out and executed, speaks to you, the target audience, and draws you in. Colors, brand names, materials, fonts, inks, logos, taglines, and mission statements, often more than what the product actually is or does, will dictate your purchase.