Packaging is playing a growing role in branding, and many consumer packaged goods companies (CPGs) are likely to increase their investments in packaging design during 2017, according to a recent survey of BRANDPACKAGING readers. The poll, conducted in December, drew responses from a cross section of professionals involved in packaging and design, representing a wide variety of product types ranging from food and beverage to cosmetics and electronics.
In their responses, most participants cited the need for better packaging due to increased and varying customer needs. They indicated that packaging is the most immediate way to communicate with shoppers and to create a relationship through better customer engagement. As one respondent stated: “Our brand relies on its packaging to attract, educate and delight customers while protecting our product. If our packaging fails, our brand is impacted.”