Edinburgh attitudes.(Brief Article)

> "According to our research, 44 per cent of consumers say that TV advertising is the media that will get them to buy a new product for the first time. Twenty seven per cent opt for packaging. However, when it comes to repeat buying, 45 per cent say it's down to the packaging and only 29 per cent say it's the advertising."

Andreas Helbig, business unit

director, MM Packaging

Europe, Germany

"Most ads for perfume show the bottle. Packaging becomes an intrinsic part of the ownership experience. So we have to try to create something that is worth keeping ."

Nina Warburton, director,

Alloy design consultancy, UK

"An …