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Price vs. Value: Packaging’s Role

By: Craig Sawicki
Posted: November 1, 2011, from the November 2011 issue of GCI Magazine.

page 3 of 3

The cost of such small additions can be insignificant compared to consumers’ positive reaction, and today’s consumers understand value versus price—best stated by Warren Buffet: “Price is what you pay. Value is what you get.”

Craig Sawicki is the chief creative officer of TricorBraun. With 32 years of experience at W. Braun Company and TricorBraun, including as a package designer and design engineer, he has firsthand experience in every stage of new package and product development. In his current role, he works with customers to develop packaging that will give their products the branded image they desire and need.