It's the first thing a shopper sees on the shelf, but too often it's the last consideration of brand marketers. It can be a competitive edge or an albatross around a product. It can be innovative or traditional, exciting or boring. What is it? The package, of course. To experience the impact of packaging, walk through any supermarket. At its best, packaging will stand out from the other similar packaged goods on the shelf. That's important because time-pressed shoppers racing down the aisle ...

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