Design Innovation

Packaging Brand Identity

by Tytti Hämäläinen, M-real

A brand is a carefully crafted promise. Its ultimate success or failure, however, depends on just a few seconds at the point of sale, where most purchasing decisions are made. The role of packaging in that moment of truth is crucial. In retail, lasting impressions are made at first sight—and touch. M-real has conducted research into how carton shape, board grade, surface finishes, and stiffness influence consumers.