When you walk into a store or pharmacy and see multiple similar products in the same competitive space, it is easy to understand the impact that packaging design and branding can make to consumer purchasing decisions. The initial interaction an end-user has with a product – from seeing an eye-catching design and taking it off the shelf to touching the product and reading the information – matters greatly in building a lasting connection. Alan Davies, Global Design Studio Manager for Essentra, brings together a feature on pharma packaging.