What packaging features are important to customers?
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Answer:
The package itself is the most important feature. Marc Gobé writes about the importance of the packaging in his book called: "Emotional Branding: The New Paradigm for Connecting Brands to People". As an example he describes the uniqueness of Coca Cola glass bottle. Even if it`s shattered and the pieces are all over the floor in a dark room, it`s possible to tell that it used to be the bottle of Coca Cola. That`s how important the packaging itself is, that you can notice it and connect with it from the smallest glimpse and touch.
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