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Opportunity for Creating a More Meaningful Experience

By: Jamie Moore
Posted: March 2, 2012, from the March 2012 issue of GCI Magazine.

page 3 of 3

With packaging, it is critical that the functional aspects of the package work for the full life of the product. Otherwise people might look past the great formulation and become fixated on the shortcomings of the package. “Gimmicky might get a one-time buy, but if it doesn’t work they won’t repurchase and they will likely blog, video post or tweet about it,” says Kwapis. This makes not only a great-looking package essential, but also great quality and engineering to ensure the package performs each and every time it’s in a consumer’s hands.

Jamie Moore is director of marketing with Fusion Packaging.