by Terry Levin
abstract prepared by Hugh Fisher

Can you make a new product attractive enough so that a customer will stop to learn more about it? And can the design of the packaging alone instill enough faith so that that customer buys your product, or at least learns more about it?

Product packaging can make all the difference when a customer is choosing between brands. Levin suggests that taking the time to develop a unique and distinct identity through careful design of package and product, capitalizing on what customers expect as well as what they find trendy. "Vital to the success of your brand is the customer's decision to purchase your product over another, so it makes sense to have your product the most desirable in the category," he writes. "A truly great package and some PR may be all the marketing you'll need."

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