288 MANAGEMENT OE DAIRY PLANTS 



dealt with from the manufacturing standpoint. It is used 

 because it must be used ; a container is necessary. It is generally 

 made as cheaply as it can be made and still serve its purpose, 

 which is to insure the delivery of the product to the consumer 

 in convenient form and quantity and without loss of quahty 

 or danger of contamination. Its cost is usually charged in the 

 cost of manufacture. 



Yet the package may be more than a mere container; it may 

 also be a valuable aid to selling and one of the important factors 

 in advertising. When properly designed and used, the package 

 does not merely supply a necessity; it also furnishes an oppor- 

 tunity — an opportunity to give the goods additional favorable 

 publicity. At the time of buying, the package is the one thing 

 that strikes the eye of the buyer. It needs, therefore, to be 

 considered from the selling and advertising standpoint as well 

 as from the manufacturing standpoint. 



If the package is to be something of an advertisement in it- 

 self, it must fulfill certain requirements: First, it must have 

 attention value. Through its design and color and the printed 

 matter on it, it should strike the eye of the consumer and get 

 his notice when he buys it or when he sees it on display; the 

 product will then mean more to him and he will be more likely 

 to ask for it another time. Too many creamery packages fail to 

 make any impression because they are commonplace and do 

 not stand out; they are not diilerent. Second, it must have 

 interest value. After a package has secured attention, it must 

 arouse favorable interest; the consumer must also like it. 

 The package must be attractive; it must please the eye 

 through its good design, through its well-arranged printed 

 matter, through proper use of colors; its appearance must 

 be in harmony with the product, suggesting a clean, whole- 

 some, good-tasting product. Third, it must have individual- 

 ity. A package should be designed and printed so that it 

 will not be mistaken for any other. It should identify the 

 product it contains so that the consumer who likes it will be able 

 to remember it easily and make certain that some other prod- 

 uct will not be pushed off on to him, A great majority of 



