Packaging is an essential part of the marketing mix and can make a difference (good or bad) in customer presentation and impact, including B2B products.
From the start, marketers and business teams should consider and apply a holistic packaging approach. Structural packaging is what type of format or container will house your product: box, can, pouch, glass, etc. Packaging graphics are the design, words and images that go on the selected structural medium.
(For more of my commentary on the importance and strategic use of packaging in marketing, go to the Blog Archive and click on the Packaging category.)
During my last supermarket shopping, I noticed new packaging graphics for the Bumble Bee brand of canned tuna. This change jumped out to me because the marketing team cleverly used a typically overlooked portion of the can: the top lid. Taking advantage of that packaging “real estate” provides Bumble Bee with an added opportunity to highlight its nutrition, wild caught and sustainability benefits.Continue reading