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Article: Glassware makers: packaging needs punch.(the markets: tabletop)
- Article from:
- HFN The Weekly Newspaper for the Home Furnishing Network
- Article date:
- June 11, 2007
- Author:
CopyrightCOPYRIGHT 2007 MacFadden Communications Group LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Inside, it may be crystal-clear, but outside, the packaging for stemware and drinkware must be catchy to help make the sale at retail.
More than a box to prevent breakage, packaging has to convey the company's message, appeal to the target customer and be attractive enough to give as a gift, all in the short amount of time the customer walks past the product.
"You only have seconds to get the customer's attention," said Ruth Tulino, owner of packaging design company Tulino Design, "and the box itself is only 6 to 10 inches wide," so the impact has to be immediate and eye-catching.
At Libbey, packaging makes the product the hero. "We ...