By Gillian West

Women are four times more likely to respond to personalised packaging than men, according to research.

Conducted by easyFairs, the organisers of Packaging Innovations London 2014, the study of 500 marketing and packaging professionals found that personalised, or gender specific packaging, had a greater influence on women with the packaging more likely to impact their purchasing decisions.

Almost half (43 per cent) of those surveyed said they favoured ‘branded personality’ packaging. When questioned on which sectors relied heavily on gender specific packaging, cosmetics/toiletries took the top spot with 86 per cent, followed by fashion (67 per cent), toys (49 per cent) Read full story ›

Source: The Drum