The ‘moment of truth’ is if the finished product is purchased by the end-user. There is an almost instinctive value decision based on an individual’s sensations and cognitive processes, social and cultural background, experience and habits. Behavioural research shows that this moment lasts only a fraction of a second, but it determines the long-term market success of a product.

The purchase decision criteria include not only the different design features of a product, its price and positioning, but also the overall product presentation environment — which is subject to multiple influences. The point of sale environment can be as important for the product’s success as a direct comparison with the relevant competitors. Results from market research and eye-tracking analysis include:

• Packaging with reflective metallic design elements are perceived many times more strongly — particularly in narrow supermarket aisles.
• Absolutely identical products in different packages are rated differently by customers in the same environment.
• Even if the selling price is higher, those with value added packaging
  sell faster than the identical product with poorer packaging.
  

This clearly shows the influence of Value Added Printing on the perception and success of a brand or product. The level of the techniques applied and their potential benefit have to be calculated for each application. There are some products and markets where a particularly striking form of packaging would be out of place and consequently negatively perceived by customers. For low-price goods it may be more appropriate to attract attention using only discreetly positioned highlights, such as the selective coating or  innovative packaging media.