package design strategy

No marketing vehicle can kid speak more persuasively than package design.

Kid-Speaking Brand Packaging

How can we reach new generations of consumers? That’'s what many marketers of mature consumer product companies are asking themselves as younger customers in every age group are actively seeking brands that offer personalities and experiences with which they can align. Read: brands which are relevant to … Read More

Great Package Design in a Square Foot or Less

Great Package Design in a Square Foot or Less

Many elements of visual brand design are presented on a large canvas, but packaging is an exception. Especially in the toy and licensed consumer product categories. Working within space constraints and still being able to design effective packaging is the challenge for marketers and package designers. But … Read More

Taking toy packaging to the next level

Taking Toy Packaging to the Next Level

So you got your toy packaging right. It’'s engaging kids and their parents. It begins the process of building relationships between them and your brand. It’'s memorable, relevant and personal. In short, it’'s sticky. Congratulations. It’'s terrific when brand managers maximize the effectiveness of their packaging. They understand … Read More

Package design for action figure collectibles

Don’t Open That Package!

If any of you have ever had a collectible appraised, or you've watched that process on TV shows like Antiques Roadshow, you know that there's greater value if the item is in its original packaging. And you also know that the condition of the packaging matters as … Read More

How packaging becomes the brand

How Packaging Becomes the Brand

Package design, when well-conceived and executed, plays a pivotal role in the realm of brand experience. Especially in the case of toy packaging and licensed consumer product packaging. Good package design brings consumers into storylines. Great packaging delivers something so compelling that consumers actually experience the full … Read More

Packaging That Inspires Cults and Tribes

Packaging That Inspires Cults and Tribes

It's a marketer’'s dream. How cool it is to inspire consumers to form a cult or a tribe around a brand. To develop such compelling attributes that consumers can't wait to become a part of the brand. Can't wait to be identified by it and adopt it … Read More

Creating a moment of magic through package design

Creating a Moment of Magic Through Package Design

Category selections are scanned in seconds and either passed by or picked up for further evaluation, and hopefully, purchase. Much of the assessment process rides on package design. Packaging is often the make or break factor in consumer decision making. Adequate package design doesn't cut it anymore (but … Read More