Packaging’s Treasure

According to Veresh, “As in all other industry segments in which design and printing are involved, the packaging industry also faces increasing competition, eroding profit, and a never-ending need to innovate, differentiate, and offer additional value and benefit to the end user.” Often, the packaging of the product is the final straw in a consumer’s choice to purchase product A over product B. “The actual and final buying decision is made at the shelf, where the customer reaches out his hand to add the selected product to his shopping cart,” says Veresh. “Extensive marketing, branding, and positioning efforts must be directed at this dramatic moment. Attractive, stand-out packaging is a vendor’s last opportunity to influence the decision-making process at its final stage. The packaging can become, single-handedly, a failure or a success factor.”