HomeScott YoungPresidentHomeImproving packaging ROIOnly 50% of new package designs provide a notable improvement over existing packaging. This article pinpoints common missteps, and provides tips on successful redesign.HomeWins and losses at the shelf: What drives purchase intent?10% of package redesigns spike sales and 20% spur declines. What do the winners have in common? They create visual disruption and entice shoppers to reconsider a brand.SustainabilityShoppers: Green packaging is a purchase tiebreakerTwo years' worth of research yields shoppers' attitudes toward green packaging.HomeGauging the power of packaging innovationMarketers are increasingly recognizing the power of packaging innovation. They are recognizing that unique packaging structures can differentiate brands from the competition and help to justify price premiums. However, new packaging systems often involve significant investment in new production processes and additional materials.
