Good Packaging Combines Provocative and Pragmatic (TricorBraun White Papers) (English Edition)

Good packaging requires a dual-design strategy approach. Successful retail packages are a thoughtfully balanced combination of the provocative and the pragmatic.
A great package is provocative. It stimulates the purchaser with color and shape. Eighty percent of the time a purchase results if a marketer can get the consumer to touch the package.
The package also has to be pragmatic for the marketer, the filler, the retailer and, most importantly, for the purchaser. If the package doesn’t work for everyone in the marketing hierarchy, the product is going to be left on the shelf.