
I was reminded of the importance of packaging a few weeks back at the Pyramid Ale House in Seattle.
As an alternative to coffeehouses, this place is one I find very convenient for "holding court" (serial meetings) in Seattle -- how can you go wrong with free parking, wi-fi, and convenience to major highways? :)
Presuming the glass on the left were full with the same beverage, which would you reach for?
Nearly everyone I've asked has said the one on the right. Reasons: it looks more shapely; easier to hold; and by far the winner, there's more beer.
Fact is, the glasses have identical capacity -- 16 oz! (Out of disbelief, I tested -- pouring from one to the other).
In the information-marketing world (books/tapes/etc) it is well known that a CD in a cardboard envelope tops out at about $19 whereas the same CD and a booklet in a plastic "folio" container can get as much as $49.
How much more could you charge for the beer on the right (well-marketed, of course)?
Remember, you can create value through differentiation within your own product line -- most of which drops right to the bottom line.
So, how can you improve your packaging today?