Packaging has a twofold purpose, to get shoppers to Notice the product and to bolster Notice to Cart Conversion. Authenticity is key to Conversion however clean packaging often has an inverse effect on Notice. This is why in-market research is much more valuable than academic research. Brands want to know what shoppers are seeing and saying about the product when it is in their hands. Videometrics™ is in a powerful position to deliver on these kinds of questions.

https://www.dairyfoods.com/articles/92804-brand-authenticity-among-four-major-trends-shaping-food-and-beverage-industry