In a world where packaging facilitates so much more than just functionality, it is important for brand owners to take their products’ secondary packaging as seriously as its primary packaging. As Jill Lahman from Douglas Machine Inc. notes, “Secondary packaging is the last thing on your mind, but the first thing your customer sees.”
Not only does secondary packaging protect the primary packaging and the products contained within, but it markets the brand and attracts attention in-store through colorful retail displays, the Alexandria, Minn.-based company says. Secondary packaging reinforces brands, as well as enhances product visibility in a crowded marketplace, it adds.