Let It Shine

If a consumer product doesn't leap off the shelf with its graphic appeal, it might just be there awhile.

by Tom Polischuk

THE BATTLE FOR the consumers' buck is fought on many fronts, but usually a consumer product company's (CPC) last shot is taken at the store shelf. All those advertising dollars might not mean much if a competitor is able to get a potential buyer to pick up its product just because of its attention-getting graphics and packaging.