In a world where consumers are overwhelmed by choice of products, how is brand differentiation important and functional to drive their choices? As the first thing consumers see in supermarket aisles or on bar shelves, how can packaging help shape brand identity on busy shelves? In short, can packaging add to the consumer experience, and shape and drive consumer loyalty?

Together with the University of Parma, FEVE took a deeper look into the importance of packaging design in brand differentiation and product enhancement. At a time when the packaging sector is witnessing a push towards standardisation, we explore the role of shapes, colours, textures, decorations and more in harnessing consumers’ attention and delivering a sensorial experience they won’t forget.