package design strategy

Package Design: Branded by Color

Color is integral to branding. It is central to brand personalities and it becomes a brand identifier over time if it is used in a consistent manner. Having an ownable brand color, especially within categories filled with similar products in expected color palettes can help one brand … Read More

In Package Design, Brand Comes Before Beauty

I’'m constantly struck by the overabundance of beautiful consumer product packaging on retail shelves. Much of it is artistic, some over the top or conversely, minimalistic, whimsical and even witty. These qualities would be admirable if packaging was all about “art for art’s sake”, but it isn't, … Read More