Establishing Identity
"If a product is organic or has a retro theme, the packaging needs to clearly identify that," says Lucas. "It should also specify what type of customer should be using it." For example, there are seemingly endless choices of cold and flu medicine. Yet if the packaging indicates that one of those choices is for those who are constantly on the go, versus designed for home use, customers will be drawn toward the medication that best suits their lifestyle.
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
