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Decoration Added Value A piece of packaging is simply utilitarian until it is decorated. A cap retains the product in its receptacle, a container protects, a dispenser evacuates, etc. When decoration occurs, numerous things occur. Branding takes place, making the product unique and distinguishible from other products on the shelf. Marketing can also occur, with packaging conveying all sorts of messages based on the firm's needs at that particular moment. In either case, decoration is used to communicate. It is the way in which a brand (the producer of the product) can speak directly with the consumer (the buyer and user of the product). The trust the consumer places in the brand is a direct result of the message or lifestyle proposition being offered by the packaging and how well the product lives up to the expectations generated by that communication. Packaging decoration, then, is the fundamental, defining factor that takes a simple piece of packaging and makes it an active business tool, not just a passive logistic one. Braegeler Str. 70, 49393 Lohne (Oldenburg), Germany © 2020 RPC Bramlage Division GmbH & Co.KG (A Berry Global Company). All rights reserved. All trademarks are property of their respective owners. Berry Global Inc. Site Map Corporate responsibility General Terms of Purchase General Terms of Sales Privacy policy We use cookies to optimize our website performance and to offer you the best user friendly experience and personalized advertising. Third-party cookies related to social networks and advertising are used to provide you with enhanced functionality on social networks, as well as personalized advertising. Find more about our use of cookies here Cookie Policy and the processing of your personal data here Privacy Policy. You can also set your cookies preferences by clicking More Information. Do you accept these cookies and processing of personal data involved? I ACCEPT More Information