package design strategy

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

What if Packaging was the Only Marketing Tool You Had?

For many start-ups and small brands unable to afford advertising, packaging is the only marketing tool they've got. You know what? That's a good thing. Larger brands become preoccupied with advertising online and in traditional media, with promotions, social media sites and distribution into more channels. As … Read More