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(Supplementary notes)

Importance of the pack

At the point of sale, the pack is visible, the product is not. The pack, therefore, is the product and if the pack lacks quality, the product will be seen in the same light. If the surface graphics are wrong, the product will seem unattractive.

The whole marketing programme rests on the package. If the advertising is poor, it wastes money, but a bad package - one that does not appeal and, therefore, does not sell - is a disaster.

A pack can have these effects because it has a number of attributes, or dimensions. It varies along a number of physical dimensions (weight, size, texture, colour) and psychological dimensions (modern or traditional, fresh or stale, appealing or repellent). If a pack is high on the right dimensions the product has the potential for success, otherwise it will surely fail.

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