Great Expectations...

De Roeck: Retail sales of mass consumption goods is a highly competitive playground and packaging is an easy way for a brand owner to differentiate its product from the competition on the shelf. The more a product is a commodity, the more a company typically spends on packaging. In a given product category, if there is no loyalty, the consumer might pick the nicest packaging. In the competitive landscape of the retail business, there is also a fierce fight between private labels and traditional brands. The fight for the attention of the consumer is very fierce. In the UK, for example, the majority of sales are through retail brands, making the competition among established brands that much more complicated. Brand color management is an effective way to help differentiate a brand.