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Packaging has often been referred to as the ‘silent salesman' – a well-packaged product can draw people in and influence their purchasing decisions often without them even realizing it. But because of the subtlety of this draw, its value is sometimes underappreciated by brand owners.
Indeed, a recent analysis by Nielsen describes packaging design as marketing’s ‘dark horse’ and ‘forgotten hero’, suggesting that the amount of consumer decision-making that happens at the shelf has been ‘underestimated and under-leveraged’.
Across categories, nearly 60 percent of decision-making happens at the shelf, according to the report.