Packaging and POS have different roles

Packaging and point of sales (POS) material need to clearly work together to facilitate shopping and drive purchases. In many cases, a great deal of POS investment is wasted. Findings show that packaging and POS have somewhat different profiles.

POS can be viewed as an extension of advertising, in terms of ability to drive awareness or attention and convey a single key message.

Packaging, as the embodiment of the product, is more factual and rational in its nature. As shoppers get closer to their actual purchase decision, they are looking for reassurance. Or, to be honest, they’re asking themselves, “Am I buying the right product?”

The packaging helps the shopper to close the deal

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