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Prudence remains compulsory in packaging

As policy makers attempting to fix the nation’s economy seek a balance between big-time government intervention and America’s passionate belief in free markets, many economists are turning conventional wisdom on its head.

J. Bradford DeLong, a University of Berkeley economic historian, put it this way in a recent L.A. Times story.

“These are not moderate, centrist times, so economists who in normal times are moderate and centrist aren’t going to act that way now. The wild-eyed radicals are looking pretty sensible.” In times like these, DeLong suggests, prudence has become the most imprudent thing.

Surrounded as we are by such inherently contradictory philosophies, I was glad to receive a recent reminder that prudence should never be viewed as an imprudent thing where consumer goods packaging is concerned. And prudence in packaging circles, it should be noted, begins and ends with delighting the consumer.

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