Every brand that chooses to enter the world of licensing needs to have its own packaging program. And I'm not talking about a simple rectangle with the property logo and a background pattern placed inside of it that some licensed brand owners call a packaging program. I'm … Read More
Although the simplification of package design has proliferated every retail category, as package designers, we still find ourselves engaged in an ongoing battle to eliminate visual clutter on-pack. Most brand owners know that, to effectively engage their target audiences, their packaging needs to adopt a clear system … Read More
This month's issue of BOLT! is the last in a 3-part series in which I'm sharing insights from my Packaging That Sells conference session, 'The Secret to Successful Licensed Product Packaging.' In Part 1, I made the distinction between traditional consumer product packaging and licensed product packaging, … Read More
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