Packaging, at its best, refers back to the brand and leverages the brand`s chief assets. It also has the power to become the brand`s most important customer touch point. Effective packaging makes products tangible and communicates the brand promise simply, honestly and directly. Structural packaging can be as powerful a brand differentiator as the products they contain and become an instantaneous icon.

Structural packaging engages the senses. A strong visual presence on the shelf prompts the customer to pick up the product since it offers tactile sensations. Once in hand, the customer will at least skim the key communications on the package. That’s one step from purchase.

Reprinted with Permission from Ted Mininni