Judging a product by its cover

Side-by-side product comparisons can come down to what’s on the package. That’s especially true for mature product categories where there are a multitude of choices.

When considering a product purchase, the information on the package should provide important insight. Features and benefits factor into the decision. The quality of the information speaks volumes about the quality of the product it describes.

Conversely, if the details are lacking, poorly conveyed, written in nonsensical language, or laced with glittering generalities, confidence in what’s inside is dramatically compromised.

Precision in communication. It matters.

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