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Similar to visual attractiveness, packaging must offer something unique to truly appeal to customers, although uniqueness can manifest itself in several different ways. Packaging designs need to capture attention from the shelf, but once they draw customers in, your product needs to hold their interest.

In addition to presenting customers with a packaging design that is visually attractive, it needs to stand out from the rest. Unique structures work to capture attention, especially when competitors utilize standard square boxes. Changing the size of the overall package can also have the same effect.

Beyond structural changes, press effects and texture changes add something unique that customers will want to interact with. Soft-touch coatings, specialty substrates, embossing, or debossing help accomplish this goal.