In the world of consumer products, shelf appeal is becoming increasingly important and packaging has become a major product differentiator. But sometimes the marketing geeks come up with a packaging geometry that is not compatible with automated equipment, which sets up some interesting design challenges, says Michele Falsini, export sales manager for RONCHI Mario, a manufacturer of flexible packaging machinery in Gessate, Italy. DN: How important is packaging to today’s consumer product companies? Falsini: As a huge element of brand awareness and promotion, packaging can literally be the key