Packaging exists and works for you around the clock, 365 days a year. It is the silent sales associate constantly working on sales promotion. But in the future, packaging also needs to be an active sales associate.
Shoppers are paying more and more attention to package design and format. Whether they do this consciously or not, packaging will continue to play an ever-increasing role in the path to purchase.
Shoppers expect packaging to be more of an experience; they want to be engaged and entertained.
In the next generation of branded products, package design needs be a more prioritised aspect of the brand, not merely a means of creating silent connections.