The Critical Nature of the Prototype

Even with computer renderings aiding in early packaging

evaluations, it's important not to overlook the sense of touch.

YOU ARE PARTICIPATING in a specifications meeting during the early phase of a new package's lifecycle—its birth, from concept to idea. But do ideas always look better on paper? Change the term "paper" to substrate and add a three-dimensional flavor and Rob Wallace, managing partner of New York-based Wallace Church, would say, "absolutely."