Packaging Drives Purchases

From Kraft:  Fairly obvious, packaging should act a signboard that will stop customers in their tracks.  A few years ago we looked at approaches like electro luminescence, but never applied them directly.   " ... "Advertising increases awareness, but it doesn't make consumers buy. The drive to purchase happens in the store, which is why packaging is so important," said Peter Borowski, head of design for Kraft Foods. In a panel discussion earlier this week at the Packaging Conference, Borowski said 72% of purchasing decisions are made while the consumer is in the store and emphasized the importance of collaboration between packaging designers and marketers

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