Packaging: Take a Second Look at Your Product’s First Impression

This brief article uses global data to demonstrate how packaging can go beyond wrapping to become an effective brand communication tool.

Packaging: Take a Second Look at Your Product's First Impression

Most consumers today have high expectations about the overall look of a product, regardless of price point. And particularly in a brick-and-mortar setting, the packaging and the product work together to create an impression, prompt a second look, facilitate a “sample” and more. In a brand-saturated marketplace that has consumers struggling to find truly unique and interesting offerings, packaging can be a distinguishing factor and can provide value to the consumer in its own right, whether it's through usefulness, entertainment or convenience. This week's MONITOR Minute uses examples from our...

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