Curion applies its research lens to consumer-driven package design
A consumer’s embrace of a new brand begins before they ever try the product. If the packaging is inappropriate, brand acceptance can fail and consumers may not choose the product to start with. That’s why first impressions matter.
For example, in a FoodDive article on packaging fails, there is the story about Sun Chips' biodegradable bag made from plants. What Millennial wouldn't love that? But sales began to decline shortly after launch because the bag made a loud "grumbling" noise that consumers said reminded them of a jet engine or lawnmower. It even spawned a Facebook group called “Sorry but I can't hear you over this Sun Chips bag."