A unified look for a brand's packaging can draw the consumer's eye and create a "memorable brand presence," writes Joanna Cosgrove. Brands can achieve a cohesive look and feel either by using similar primary packaging or by adding a final decoration to packages to develop a custom look. "Consumer perceptions are greatly affected by primary packaging, as it can provide intrinsic cues [about] the DNA of a brand," Yonwoo/PKG Vice President of Global Development Curt Altmann said.

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