Last month, Shelf Impact! also asked readers this question: “From a creative perspective, what is the reason, most often, that new packaging initiatives fail?” Here are some of the most thoughtful answers we received:

“New shapes and designs are not easy to realize from the efficient manufacturing point-of-view. That’s why existing shapes and designs, or those close to them, offer a safer solution. However, when the obstacles are overcome and original 'creative' packaging is ‘modified' to reality,’ we've all learned something new.”

“Neglect in reviewing your concepts with consumers, other colleagues, and/or focus groups. Keeping your development within your four walls of the company or the packaging department will create failure. What you think you are communicating is not always seen by others.”