It is obvious that cartons with innovative designs attract consumers on the shelf, but difficulties in opening and closing the same package will alter opinions dramatically and influence the decision on whether to repurchase a product. The studies commissioned by M-real Consumer Packaging showed also that consumers are prepared to pay more for products in special or unusual packaging and for a board grade that provides good print and colour reproduction.
The outcome of the consumer perception test was clear: the package is an integral part of the product itself and both need to be complementary. The package has to reflect brand values.
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