Can you judge a bottle of wine by its label? How important is a package's appearnce in the overall appreciation of the wine? What clues in the aisle direct you to the right bottle? To many customers the packaging is the primary element in their decision either to buy or simple to move on.
Of course, the packaging must communicate contents, meet government standards and hopefully stand out from the pack. Most importantly, though, the packaging should both promote the brand to new customers and continue to engage the brand's loyal customers.
Read the full article, as featured in "Package Design Magazine" - October, 2005
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