Consumer appeal
A product must appeal to a consumer to persuade them to buy and packaging plays a vital role in this. With so many purchasing decisions made in store it is vital that the packaging, which is what the consumer actually sees, is attractive and that it stands out on a shelf. Cartons and cartonboard are well liked by consumers and in a study by the Karmasin Institute, it was found that cartons have a reliable and safe image. In addition, a further study showed that elderly people, who now account for a much larger proportion of consumers, found cartons much easier to recognise, open and use than other forms of packaging. Cartons project quality and consumers then tend to relate this to the product so giving carton packed products a better chance of success.
