When a company doesn’t spend any money on advertising and the majority of the business is done at the retail stores, your packages really need to grab attention, provide attractive information and look desirable — it really needs to work hard at the point of purchase.
At the time I joined the company, many of the package designs were visually outdated, and often didn’t highlight key sales points. In this case, improving packages was definitely not just an exercise of a good graphic design, but a coordination of product and distribution strategies, marketing research and production methods. We needed to be conscious of not only what our competitors were doing, but also how we needed to tier our own products. And no matter how good the design intention was, if the packaging wasn’t properly handled and put together, it could end up getting damaged and awful looking by the time it gets displayed at the store.
A good packaging is a good silent salesperson that needs to be treated properly.