Imagine a customer standing in the frozen food aisle staring at broccoli and corn. Without loyalty or preference for any one item, she needs to choose. Brand perception will likely play a big role in her decision. Chances are good the packaging will, too.
The package—which includes both the physical structure and the design or artwork—is really the final chance for brands to market their products and make a lasting impression. Delivering something that’s different and that speaks to a shopper’s need is the key to standing out. And ultimately, having a product that stands out increases the odds of having a product that ends up in shoppers’ carts.