The Starting Point

The Starting Point

Staples' original paper line included 14 different products and a complex packaging scheme: red, blue, and gold indicated good, better, best in terms of quality; green indicated environmental-friendliness; and machine-specific papers were packaged in darker blue. Marketing firm Affinnova's research addressed questions such as "Does the color strategy make sense?" and "Should the machine-specific papers be merged with the good-better-best system?"