Shelf appeal
Packaging can help greatly in grabbing a consumers attention. With more and more products on the retailers shelves, it is increasingly difficult for consumers to "see" products and make their choice. In this respect, clever, eye catching design and the ability to print expertly with numerous different finishes, come together to give a product the best possible chance of success against the huge number of competitors. With so many purchasing decisions made on the spot, a carton can help distinguish a product from its competitors and can also display a brand image more effectively that other forms of packaging.
With the increalingly fragmented nature of conventional advertising following the proliferation of TV channels, cartons now are seen as one of the most effective forms of advertising for a product with the added advantage that the consumer sees the package actually at the point of sale. With the quality of print and the variety of design, cartons truly offer impact and appeal on the shelf.
"Even after three decades of work in brand development and brand management, I still observe that the communicative meaning of a product's packaging is underestimated in most companies, both in the food and non-food industry. Amazing, since a product's packaging is the most concentrated form of its marketing concept and the advertising medium with the longest-lasting effect in a household. It is, by no means, a mere technicality, but part of an unmistakeable brand environment, a brand's idea come to life."
Bernd M Michael, Grey Global Group
www.grey.de or www.berndmichael.de
