The medicine or device may be a home-run product, but if consumers aren’t using the product correctly, it has little chance of success. And if the consumers cannot even open the package to get to the product inside, it has zero chance.
It’s no surprise that labels today are designed to do more than just stick around and inform buyers of what’s inside. They are designed to offer more opportunity for engagement, design elements, and also practical traits like light-blocking and water-resistant materials.
At PMMI’s Executive Leadership Conference in Miami mid-March, I got to hear from David Strauss, Nestlé USA’s head of packaging. He discussed some of the current trends impacting consumer packaging and the machines that create them.