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It’s what’s outside That Counts


Packaging of grocery items is a facet of advertising that is too little appreciated by consumers. Walking up and down the aisles of a supermarket, one seldom stops to analyze the individual package in the potpourri of items on the shelves. The manufacturer had to glean and test many different designs before he accepted the one you see in the array before you. Before he will sanction the use of particular can, box, or bottle, he must know many things about its efficacy. He wants to know if the color attracts: a white box may denote cleanliness, a red one, strength. There may be a photo or a drawing, which will allude to the product’s use or special qualities. A lackluster package may be fatal. Next, the size and shape are important elements. The housewife may want small package for easy storing, but a larger package may suggest economy. A round bottle may look attractive, but a square one is easier to stack. These are some of the insidious aspects of packaging, the main purpose of which is to attract your attention as you peruse the crowded supermarket shelves.

  • facet – segi, one side of something many-sided, esp. of a cut gem.
  • potpourri – bunga rampai
  • glean – memungut, mengumpulkan sedikit demi sedikit
  • efficacy – khasiat, kemanjuran, kemujaraban
  • allude – menyindir secara tidak langsung, suggest or call attention to indirectly; hint at.
  • lackluster – tidak bersemangat, lacking in vitality, force, or conviction; uninspired or uninspiring.
  • insidious – tersembunyai dan berbahaya
  • peruse – membaca dengan teliti

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