Packaging materials for the consumer can be either an aesthetic plus or a frustrating minus. On the plus side, if the material enhances the brand and draws shopper attention, it’s doing its job. On the minus side, if it takes a grenade to get the product out of the package, it’s doing you harm.
What should your packaging partner bring to the table to ensure that you get the best outcome? Knowledge of the product, channels and materials is a “must-have.”