The holiday shopping season is well underway. Stores and shelves are overcrowded with the latest toys, treats, gadgets, and goodies. And as a result, shoppers are overwhelmed with choices.

It reminds us of that tried and true saying, "You never get a second chance to make a good first impression." And when considering the number of impressions we're exposed to at any given time, let alone this time of year, that old idiom (or cliché to some) seems truer than ever.

So, let us pose a question: "What ultimately projects a product off the shelf and into your hands?" Not only this time of year, but anytime of year.

It could be the product itself that catches your eye, but more than likely it's something else entirely, the packaging. Packaging is the eye candy that catches the customer's attention. Packaging whets the appetite to purchase.

In short, packaging is your best sales tool. But that doesn't mean it has to sell, sell, sell. It means instead, that you should use it as an opportunity to give customers a compelling reason to buy. Yes, there's a difference. And in part, packaging is the difference.

The quality of your packaging should promote the quality of your product. And in some cases, the quality of your packaging could even elevate perceptions about the quality of your product. That's not to say that if you've got a bum product, you can put it in a fancy package and expect your sales to soar. Sure it could happen. It has happened. But sales would most likely tumble after the fancy package does its job and the product falls short. (It's like opening the gift with the most fanciful of wrapping paper only to find out it's filled with socks... or worse... coal.)

Ultimately, the package must align with the quality of the product inside, communicate the value of your brand, and make a connection between your product and a potential buyer. A package can't over-promise only for the product to under-deliver. The packaging must present the expectation of the experience, and the product must follow through.

So, remember that old idiom; use your packaging to make a favorable first impression. And make sure the quality of your products supports the quality of your packaging, and vice versa. Further, remember that packaging doesn't just apply to products. It can apply to professional services too. Just differently. (That's for another Paragram. Stay tuned.) But whether it's a product or professional service, the same general principles apply and the same basic benefits result — an improved perception of your brand and the increased likelihood that with all the choices potential customers have today, they're more likely to choose you. And if your product (or service) delivers as promised, they'll choose you again and again.