Seven Packvertising Principles: the importance of packaging design in the marketing mix

Packaging is a primary communication channel for brands – as the shopping balance shifts online, this communications role might change over time.

Effective packaging

This article is part of a series of articles from the WARC Guide to effective packaging. Read more.

In a world where marketing media is increasingly fragmented, a brand’s packaging remains the constant and primary medium for brand communications. With a post-Covid-19 recession looming, packaging is a vital weapon in any brand marketer’s budget-cons

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