Retail markets are jammed with competition vying for the attention of buyers. Retail packaging need not only stand out but make the case why they should purchase your product instead of your competition. When the customer looks at your package, you have the intersection of product, brand, and the perception of value in the mind of the customer. You may only have seconds for this moment of truth to occur before they go on to the competitor’s package. 
Your brand is more than a logo. Your brand is about the appeal to the senses of the customer. It can include the five senses: visual, audio, smell, touch, and taste. Think about when spectators go to a Nascar Event. They are stimulated by the sounds and smells of the racetrack. There is the aesthetic of what many consider beautiful examples of ingenuity flying around the track at 200 mph. Consider the appeal of your favorite steakhouse; it’s not only the food but the entire experience which goes beyond taste. The way a consumer feels every time they interact with a touchpoint on your package is critical. (continue reading)