Conical vs straight shaped jars

Marketing Monday ---- conical vs straight shaped jars
Although I usually applaud outliers, those who dare to be different, Verstegen's use of conical jars for their spice range raises an eyebrow.

From a positioning perspective, differentiation, doing something unique is powerful.

It helps brands stand out on the shelf and creates memorable brand assets. But when that uniqueness leads to possible consumer inconvenience, the question rises:
Is this difference adding value or friction?

🔍 In my own spices drawer, Verstegen's conical jars are a mixed blessing. They tip over more easily when I open or close the drawer, disrupting the tidy lineup. They're also less space-efficient, both in kitchen drawers and on retail shelves or distribution cartons.

👀 Their shape even visually suggests a bulkier, heavier product, which might carry unintended connotations, especially in a health-conscious world.

On the flip side, perhaps that's exactly the point. The conical design might look like it contains more, even if it doesn't. A subtle psychological cue?

On the pro side, the conical shape might:

• Be more stable on kitchen countertops, resisting knocks and tips
• Easier to grab quickly from a cluttered drawer, especially with their smaller top and ergonomic grip

So, is it a clever play on perceived value and functional ergonomics?

Or does it risk alienating consumers who prioritize uniformity, space-efficiency and tidy storage?

💭 I'm curious: Why is Verstegen the only brand in this category opting for conical jars?

If you're reading this from Verstegen or from any competing brand, I'd love to hear your take.

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