My 10 year old daughter gave me a quick lesson in the Power of Packaging last night. She was taking a shower in my bathroom instead of hers (don't ask me why). But in checking out our shower, she called me into the bathroom to ask for "girls shampoo." I was totally confused. You see, my wife uses our shower, so the idea of her not having shampoo that would work in our bathroom had not occurred to me.
"What do you mean?" I asked her. She pointed to the shampoo that I use and said, "That's boys' shampoo. It has baseball on it."
Funny, the company was doing a cross promotion on their packaging that promoted baseball. So now that was boys's shampoo.
The lesson here is that how you package your products or marketing DOES matter. What image do you want to portray to customers or prospects? Keep in mind that if you don't have the right image on the outside, you may not have the right tone for the inside. Or worse yet, you might not even get them to open the package in the first place!
You don't want them to see your product and decided that it's "boys'shampoo."