At a time when many consumers actively screen out marketing messages, the surest place for CMOs to make a bigger impact is at the point of consideration, at the retail shelf.
The fact is…by the time your consumer gets to the shelf ...Your pack standing there is really your last opportunity to influence them before they decide to buy. Therefore…because your pck standing on the shelf is your final sales pitch you have to make it count.
So yes, whilst packaging design alone doesn't guarantee a successful retail product. Packaging design without strategy is like a car without fuel…It ain’t going anywhere!
Packaging design strategy must be focused around the 4 critical pieces of the packaging design puzzle.