Packaging – a question of understanding

Published: 14-Jul-2011

C&T companies must view the whole picture including materials, aesthetics, brand equity, sustainability and logistics when it comes to value analysis of packaging

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Value analysis is an on-trend topic in today’s packaging industry. After all, scaled-back budgets, speed-to-market and sustainability concerns can affect the way you go to market with a product, says O.Berk.

When considering packaging options, it is imperative that companies view the whole picture when it comes to value assessment, because the perception of their brands depends on it. It does a brand no good to reduce costs if it has a negative effect on consumer perception of the ‘brand in the hand’ because it’s all about what they feel when they pick the package up off the shelf.

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