Package design: The “dark horse” of new product success

When it comes to successfully launching a new product, developing one that consumers will love is only half the journey. The other half is launching with excellence. Nielsen has identified a number of Europe’s most successful new product launches. Across categories, nearly 60% of decision-making happens at the shelf. Moreover, 56% of European consumers say in-store discovery is one of their top information sources for new products. So, herein rises our forgotten hero: package design. Despite being one of the least heralded aspects of marketing, package design is a driving factor behind many of the most successful product launches over the last two years (News Item Nielsen, 16 December 2016).
Click here for the news item.

This news item is also included in our monthly overview, the NVC Members-only Update. If you have any questions, please contact us: info@nvc.nl, +31-(0)182-512411.