Is package design becoming devalued as a commodity service? Seattle Package Designer David Kendall thinks so (Shelf Impact! April 2005). We asked for your opinions, and did we ever strike a nerve. Here is a sampling of what you said (more responses in June’s Shelf Impact! Weigh in with your viewpoint at george@packworld.com).

“No, packaging is the driver of most new product introductions. Ease and convenience of the package are more important to the consumer than changing formulas of products. Furthermore, design (graphics) gets products noticed on the increasingly cluttered shelf.”

—Bob Clark, Director of Marketing, Sara Lee Household & Body Care

“The change would need to be that consumer input drives the packaging changes. This way, we are assured that our end design is what best serves the consumer. It will increase sales and design would be validated.”

—Kim Hill, SleeveCo