投稿日: 投稿者: jiyuuku2005

最後の砦、パッケージ

今ではパッケージという言葉にはいろいろな意味がある。いわゆる物を覆った（包んだ）本来の意味でのパッケージ。複数のアイデアを一つにまとめた意味でのパッケージ。政治の世界では政策パッケージと言われたりしている。

ここではいわゆる商品パッケージのことを書くが、商品パッケージは、実は二つの役割がある。

一つは商品そのものであること、一つは広告であること、

である。商品そのものであることはわかっても、広告でもあることに、違和感を覚える人がいるかもしれない。

読者の中でも経験していると思うが、例えば同じような商品の中で、なぜその商品を選んだのかと考えた時、パッケージで判断していることはないだろうか。もちろん購入する時は、価格をはじめ成分など、さまざまな情報を考慮して決めていることは言うまでもないが、それらを踏まえた上で、時々パッケージが決め手ということはないだろうか。

個人的なことで恐縮だがスーパーマーケットで数日に一度、牛乳を買うことがある。私は価格を気にする程度で、成分や製法、味などに特に強いこだわりがあるわけではなく、牛乳であれば何でもいい。しかし、いざ買うとなると棚に並んだ数ある種類の牛乳の中から一つ決めなければならないが、これがまた結構迷う。そういう場面に出くわした時、私はパッケージで決めている。

私はパッケージには生産者（企業）の最後のメッセージが込められていると考えている。そのメッセージを感じ取り、私の感性や価値観とマッチした時、数ある中から“この牛乳”を買おうという行動に至る。こういうことがあらゆる商品を購入する場面であるのだ。

スーパーマーケットには多種多様な商品が並べられ、あたかもパッケージ博物館に思えてくる。それらの商品はいくらテレビＣＭやWＥＢ、新聞、雑誌などで宣伝しようと、最終的に店頭で手に取ってもらい、購入してもらわなければならない。その

最後のアピールがパッケージ

なのだ。冷凍食品や即席・カップ麺、飲料品、スナック菓子、レトルト食品、調味料などなど、それらのパッケージは商品そのものであると同時に広告でもある。

先ほど、パッケージには生産者（企業）の最後のメッセージが込められていると書いた。ではどんなメッセージが込めらているのか、具体的な商品を例に考えてみたい。私が勝手に感じ取ったメッセージだと予めお断りしておく。

私がこよなく愛するポテトチップスでヤマザキビスケットが出している【チップスター】がある。パッケージは至ってシンプルだが筒状なだけに、それだけで目を惹く。味ごとに色分けされていて、ポピュラーなのは赤色で、すぐに頭に浮かぶ人も多いと思う。私に言わせれば、もはやアイコンだ。

このチップスターのパッケージは、まず筒状という形状が特徴的だ。さらにチップそのものの形をＵ字型に反らせて製造し、それを重ねることで無駄な空間を排除している。同時にポテトチップスという割れやすいものを割れにくくしているという機能も併せ持つ。他社のパッケージは袋状が主だから、空気を多めに入れることで割れにくくしてコストを下げている。企業努力としては理解するが、実際に開けたら袋の膨らみ具合に比べて、案外中身が少ないことにガッカリし、最後は砕けて欠片になったチップスを食べることに苦労する（笑）チップスターにそういうガッカリと苦労は皆無だ。その分価格では他社に負けているが、食べごたえと食べやすさには歴然とした差がある。味は人それぞれ好みがあるから、どちらがどうだと言うつもりはない。同様のパッケージにプリングルズがあるが、チップが筒に直接入っている分、割れやすいのではないかと思われる。また個人的には筒に直接手を入れなければ食べられないから、食べにくさは否めないと思われる。その点、チップスターは一度包装した上で筒に入っているから、そういった憂慮もまったく必要ない。

筒部分にはポテトチップスの重ねられた写真があり、よく見ると筒の中の包装を開けた状態になっている。これは、

中身の状態をわかりやすくしている。

驚くことにパッケージにある写真と実際に開けた時のギャップがない。パッケージの写真どおりギッシリ詰まっている。これは

“かなり嬉しい”

ことだ。

こうして見ると、

食べる人への期待を裏切らない

という企業のメッセージを感じる。そして赤色には、陳列棚にあるライバル社の中で、

少しでも目立つようにという健気さ

が感じられる。また赤色には食欲を刺激する効果もある。このようにチップスターのパッケージには、

商品をとても丁寧に扱う妥協なき真摯な企業姿勢

が窺えるのだ。

スーパーマーケットにおけるチップスターは、大体陳列棚の最下段に置いてある場合が多い。酷い場合は、最下段の端の方に追いやられている。正直視野に入りにくく、そのハンディたるや想像に難しくない。スーパーマーケットからすれば、筒状だから陳列しにくいのかもしれない。それでもチップスターは

筒状のパッケージスタイルを止めないところに、商品への自信を窺わせ、ブランドの矜持

を感じるのだ。コンビニエンスストアでは、ハーフサイズのパッケージがある。店舗スペースや客層を考慮した販売戦略だろうと思うが、

筒状であることとデザインは一切変えていない。

一時、よく行くスーパーマーケットからチップスターが消えた。まさか売り切れか？！と思いきや、置くことを止めたという。さすがに「ポテチといえばチップスターでないとダメだから仕入れてほしい」と店員に頼み、且つお客様カードにも書いたほどだ（笑）数日後、チップスターが陳列棚に並んでいて、即座に買ったことは言うまでもない。

店頭で商品を購入してもらうための【最後の砦はパッケージである】ということが少しは理解していただけただろうか。時々パッケージデザインにも注目し企業のメッセージを自由に感じて、日々の何気ない買い物がちょっと楽しくなれば嬉しい。

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