In the Packaging News article, The Brand Union’s Dave Brown says package designs delivers the highest value. "Dollar-for-dollar, investment in the product brand at point-of-purchase has the potential to deliver a higher rate of return than money spent in or through any other media channel."
This makes sense. With consumer profiles and target markets getting sliced more thinly every day, money spent in magazines, on the Internet or on television gets diffused quickly. The shopper standing in front of the shelf continues to represent the single best way to influence purchase.
The designers charged with communicating the brand’s vision hold the key to success, or ultimately can be responsible for a very costly failure.
Does anyone know of a similar study in the U.S. or around the world?
Get your daily dose of global packaging news--follow me on Twitter.
This makes sense. With consumer profiles and target markets getting sliced more thinly every day, money spent in magazines, on the Internet or on television gets diffused quickly. The shopper standing in front of the shelf continues to represent the single best way to influence purchase.
The designers charged with communicating the brand’s vision hold the key to success, or ultimately can be responsible for a very costly failure.
Does anyone know of a similar study in the U.S. or around the world?
Get your daily dose of global packaging news--follow me on Twitter.
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