Читать книгу How Paper Boxes Are Made - Robert F. Salade - Страница 4

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This does not mean that any manufacturer could succeed with the aid of attractive paper boxes in selling anything that is not of good quality. He would possibly sell an inferior article, by means of advertising and appealing paper boxes, for a limited time, but the public would soon learn whether the article was good or not. But, the manufacturer of a high grade product may always depend on good advertising and attractive paper boxes to help him in making a success of his business, and this is the point that the writer wants to make clear to the reader. The psychology of a handsome paper box is something wonderful. Women, particularly, delight in buying candy, perfumes, and many other things packed in beautiful paper boxes and tied with colored ribbons. Men, too, derive pleasure through buying goods packed in attractive boxes. All of us like dainty packages, whether we admit the truth or not.

When paper boxes are made and used for the purpose of carrying goods to retail dealers, in cases where the dealers unpack the merchandise and sell it in loose form to the public, it is not necessary, of course, to have such fine boxes as those which go into the possession of the buying public. Large size shirt and hosiery boxes, for example, seldom pass into the hands of customers of retail stores. Boxes of this class should be neat, strong and of good appearance, but there is no reason for having them expensively finished. The larger-size boxes which are to be found upon the shelves of retail shops are usually covered with glazed paper, in colors such as buff, red, light blue, pink, etc. Store-keepers prefer boxes covered with glazed, colored paper for the reason that colors, and the high gloss of the paper help in making their sales-room look attractive.

These are very important facts that every paper box manufacturer must keep in mind, and the more attention that is given to the aesthetic side of paper box making, the better for the business in general. The field for fine and fancy paper boxes, as well as for plain boxes, is without limitations. It is a rich, fertile field, and the manufacturer with new ideas and good business management can “plant and grow” all the orders for paper boxes that he may care to handle.

The box-maker with ideas does not have to wait for orders to come to him. Hundreds of manufacturers in various lines of business are willing and ready to consider suggestions in the way of unique and handsome paper boxes which may mean increased sales of the goods or articles that they are marketing. The demand for “dust-proof,” “germ-proof,” “damp-proof,” and the trade-marked folding paper boxes is without end. Box-makers who are in a position to offer new-style containers of this character will have no reason for complaining about “slack seasons.” The fiber container field also offers unlimited possibilities to the manufacturer of fiber products.

This is the age of progress. Creative salesmanship is now needed in every line of business. The box manufacturer in these days must give more of his time and thought than in the past to the subject of creative salesmanship. He should work hand-in-hand with merchants, sales managers and advertising experts when big selling campaigns are being planned. The United States is just entering the greatest period of prosperity in the history of the country, and without question the paper box industry is to enjoy its proper share of this prosperity, but the box-maker who fails in keeping abreast with the times will be in danger of “falling by the wayside.”