Looks count and first impressions matter.
How products are judged by their many differing attributes - not least fitness for purpose, consistent reliability and value for money - will determine the extent to which they build market share on an ongoing basis. Prior to that, however, it will probably be a particular spot color, a distinctive font, or else the artful application of a metallic ink on the exterior of the pack that initiates the relationship between a brand and a consumer.
“Thanks to impressive print packaging, brands can seduce customers into a change of purchasing vote at the point of purchase,” says Superbrands founder Marcel Knobil. “We would end up with less brand and more bland were it not for the attention that the packaging attracts.” Superbrands is acclaimed worldwide as being an independent authority and arbiter of branding excellence, committed to paying tribute to exceptional brands and promoting the discipline of branding.
The impact of a winning combination of text and gra
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