Push-Pull Strategies

Dochstader acknowledges that some types of pressure-sensitive label applications have arrived at commodity status. She observes that for some consumer product companies (CPCs), "the label is thought of as just one element of the total package," noting that packaging engineers at a few CPCs are currently very focused on package functionality, and may devote more attention to design elements such as the container's contour, shape, and aperture, than to the label.