From childhood, we’re told to never judge a book by its cover. In the case of product packaging, statistics say otherwise. I recently read that while advertising can sway up to about 8% of purchases, up to 35% of purchase decisions can be attributed to great packaging (and as much as 70% of purchase decisions are made in the store).
The truth is the numbers can vary, but in many cases, the right packaging can make or break your product launch. Whether you’re introducing a new product or refreshing the packaging on an existing one, chances are the competition is pretty fierce in your product’s category. In a recent article, Sandra Lee, company owner/CEO/brand guardian of Crabtree & Evelyn, said, “Our markets today are highly saturated and brands are often competing for the same space and mindset. Design is increasingly the differentiator, it is how brands create a strong sense of identity, create experiences, and express their specialness.”
Atomic Brand’s Don Deubler agrees, that’s why he turned to CL&D Digital for the packaging piece of the branding challenge for the recent introduction of Mad Ballr, a line of flavored malt beverages. “The packaging is what’s going to drive trial,” he says. Read the full story from the May issue of PACKAGING WORLD.
