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have altered their packs to comply with the ban on light and mild descriptors, it is imperative to understand how the revised pack designs will be perceived by consumers

but still it was quite an experience

In the UK, in a study published in the journal Tobacco Control[5], researchers show that the adoption of plain packaging combined with an increase in taxes on the cheapest tobacco products has significantly reduced tobacco sales volumes in the country

And so might those manufacturers who see neutral design as a block to building brand loyalty or its apparent opposite, the ability to tempt users away from another brand