Picking the perfect package: choosing the right package really does contribute to success.(Packaging)

Beverage Industry, March, 2004 by Cosgrove, Joanna

There's a lot to consider when selecting or designing a new package. From the container and the graphics to the label and the closure, a well-designed packaging serves as a silent messenger that reaches out to customers from the shelf to convey a brand message.

"A package must be first and foremost consumer friendly in terms of look and feel," says Katie Ryan Strimban, brand/communications manager at the Monarch Beverage Co., Atlanta.

"The package itself must immediately catch the consumer's eye and educate the consumer on what the product offers."

In every package's life there comes a time when a tried and true look--even one that's been wholly successful--falls in need of a makeover, or at the very least, a little sprucing up to get current...

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