The packagers surveyed work in a design or marketing capacity in food drug health & beauty and other industries. Asked to rate the most important criteria in choosing a decoration method respondents overwhelmingly cited package appearance followed by cost. Other high-ranking criteria included compatibility with existing equipment decoration durability and ease of application. Asked what are the most important problems faced in package decorating respondents hit on two major themes: rising materials costs (juxtaposed with shrinking budgets) and dealing with regulatory copy. Finally the respondents who average 10 years in the packaging field say package decoration ranks about as highly as other marketing communication tools such as advertising and a direct sales force.