All about the package: companies discuss packaging designs at conference


Las Vegas, NV - Sometimes, it's what's on the outside that counts.

"Packaging is the number one medium to communicate the brand," said Michael Okoroafor, VP global packaging at H.J. Heinz.

At The Packaging Conference (Feb. 6-8; Aria City Center; Las Vegas), packaging was the star of the show as several speakers talked about its importance to an overall brand.

It's no secret that supermarket shelves are cluttered with an endless array of choices. As a result, many of the world's biggest brands continue to search for ways to make its product distinct by using various packaging designs and materials.

"In order to stand out on the shelf counter, you have to ask what does the consumer want, and translate the consumer needs into the packaging," said Yui Shi, world wide director of early research at Colgate-Palmolive Co. ...
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