So I’ve been psychoanalyzing our packaging choices, and what they say about us and our brand to the customer. If you’ve read Inconvenient Truth: When a (Visual) Story > 1000 Words, you’re probably already in agreement that this package (see photo) has a very sad story to tell, and whatever message this Amazon reseller was trying to send me — customer loyalty, trust, good judgment — just got flushed down the toilet because of a poor packaging choice.
This vendor is taking the chance that a) this package will arrive alive and b) that I’ll be too lazy to return or complain about it if it doesn’t. The only thing this company has going for it is that I can’t remember its name since the package has no discernible brand marking on it… All I see is USPS (which has enough baggage as it is).
Everything your customer receives from you tells a story, whether you like it or not. Don’t let your mailroom or your fulfillment company determine whether or not it’s a good one.
-Sari McConnell at firstname.lastname@example.org