The article is written by Sara Jones, Creative Director at brand development and packaging design agency Anthem Worldwide, part of Schawk, Inc.

The power of packaging to tell a story and engage with consumers is sometimes undervalued.  And yet when a product is on the shelf, sitting next to its rivals, this is the point when all of a brand’s marketing and advertising comes together; the moment of truth when the shopper’s choice will decide whether investment in the brand really worked.  Even as more and more shopping shifts online, the product image will always be the last thing a customer sees before making their selection.