Establishing Identity
There are instances however, when companies will scale back their packaging, particularly as cost saving measures. Hosa says that when companies launch products, they'll frequently go all out in the beginning. Then, once a product is established on the market, the packaging reductions can begin.
"They'll do things like launch and leverage, where we might launch with a foil, which is a great attention getter, then back off and leverage that over time with a metallic ink that may be less expensive," Hosa explains.
Cory Francer is an Analyst with NAPCO Research, where he leads the team’s coverage of the dynamic and growing packaging market. Cory also is the former editor-in-chief of Packaging Impressions and is still an active contributor to its print magazines, blogs, and events. With a decade of experience as a professional journalist and editor, Cory brings an eye for storytelling to his packaging research, providing compelling insight into the industry's most pressing business issues. He is an active participant in many of the industry's associations and has played an essential role in the development of the annual Digital Packaging Summit. Cory can be reached at cfrancer@napco.com
