The primary functions of packaging are containing, protecting, and communicating. In some instances, the actual product does a better job addressing these functions by itself. For example, in its soft goods lines, Target is using a unique approach to reduce packaging while leveraging a product's inherent benefits.
If you've recently walked by a row of soft goods in Target, then you know that it is almost like walking by a linen closet. You can see all the various color options and feel all the available textures. If you've recently purchased something from this section, I'm guessing your buying decision was fairly easy.
|Examples of Soft Line Packaging at Target|
|Example of Minimalist Packaging|
What packaging functions can your products perform for themselves? How can you rely on your product to minimize your company’s packaging? Can you gain supply chain improvements by reducing packaging?