Report: Consumer attitudes to packaging - How innovation drives sales

UK-based agency Pelican Communications decided to take a closer look at how consumers feel about packaging and to what extent they believe it influences what they buy.
They found that consumers are clearly attracted to innovations in packaging which is a strong argument for brands to continue to invest in the development of their packaging. Whilst packaging is just one element of the marketing mix, its immediacy to the point of purchase means it can have a disproportionate effect in driving sales. Brands that adopt new innovations such as AR codes, thermodynamic inks and nano-technology will not only drive sales but will be viewed as innovative by consumers.
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