Retail wine sales are a good example of how packaging influences the buy.  At retail “label shopping” influences almost 70 percent of mid-level wine purchases.

 A package’s design architecture can outlive a dozen or more ad campaigns.  Imagine the media cost if you were required to run an ad that would be seen by all your potential customers.  In the cases studied, research indicated that only 7 percent of consumers see an ad before experiencing the product in the marketplace.  Not very good odds.  Now consider how many possible consumers see your package design.  Virtually 100 percent of your current and potential consumers see your brand’s identity at retail.  With up to 70 percent of brands in selling environments being purchased on impulse, package design can be the first, last and most critical opportunity to influence the sale.  Statistics show that packaging campaigns, not co-joined with advertising programs generate more than 450 percent higher revenues than advertising programs alone.