Historically house brand packaging has been sad to look at. It’s as if shoppers were being told, “You want it cheaper than the national name brands, then don’t expect us to spend any money on pretty wrappers.” Increasingly, stores are concluding that packaging that looks inferior to national brands present a missed marketing opportunity. Instead of communicating value, it gives bargain-hunting shoppers the impression that the merchandise inside is just as shoddily produced.

Read More »