Packaging is the brand’s spokesperson at the first moment of truth where most purchase decisions are made. Packaging is embodiment of the brand and is prominently featured in nearly all forms of marketing communication.
Packaging is often part of the product usage experience and can have a significant impact on both consumer satisfaction and the shoppability of the product. The fragmentation of mass media and fewer people viewing TV ads lead to more in-store decision making.
The reality of increasing clutter or product proliferation makes it more difficult to break through and differentiate. There is a strong argument to be made that packaging is more important than ever.