Effective on-pack messaging

Develop consistent guidelines for on-pack messaging.

There are largely universal principles to increase the likelihood that shoppers will see claims when they first view the packaging. By establishing principles, marketers can avoid reinventing the wheel or relying on judgement for each initiative. This will help ensure that on-pack claims cross the first hurdle of attention. Brands need to build the claims into the design of the packaging process to help ensure that on-pack messaging is working to complement a new appearance. Those who adopt an integrated approach are likely to be rewarded with higher return on their packaging investments. 

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