Proving our value: Measuring package design's return on investment

Since resources are scarce, it makes sense to allocate budgets in ways that generate the highest yields. In the arena of consumer awareness and influencing the decision to purchase, Rob Wallace makes the case that money spent on package design results in an outstanding return on investment. He outlines

I've spent the better part of 20 years on the package/brand identity design pulpit. With my colleagues in corporate and consultant design, I have tried to spread the gospel of package design's pre-eminent role in communicating the brand's core identity, its emotional essence, and its primary connection to consumers. Together, we've shown that, if brought into the strategic marketing process early and given the chance to set the visual platform for all brand communications, package design can effect unprecedented results. Together, we've elevated even the term package design into brand identity design, better representing its role and importance. For most consumer products, we believe, package design is the single most sales-effective and cost-efficient marketing tool. This message has started to reach the larger marketing community.