See Me, Feel Me

“Aesthetic features designed to create visual impact or surface enhancements (e.g., textures) designed to produce a unique tactile experience can help a brand owner break through the clutter,” says Andy Luke, senior marketing director for MeadWestvaco’s Packaging Resources Group. “The approach, however, must fit the brand. In some cases, where a clean look is more in keeping with the brand image, less is more.”