It’s a long-standing quandary, which came first the chicken or the egg? It's sort of like that with consumer product packaging innovation. Let's face it. We are all in advertising overload. We see nearly 3,000 marketing messages a day. So what's a poor packaging professional supposed to do? Develop the product then the package or vice versa. No matter the answer, it’s evident that conventional packaging doesn't sell products or at the very least it produces flat sales. According to some of my latest research, the packaging may not sell the product at all in the future.

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