Consumers have changed completely in the past couple of decades. They're better informed than ever and research consumer product reviews online. They're not easily swayed by advertising which does lead to brand recognition but doesn't necessarily breed trust. They're more influenced by word of mouth. Due to … Read More
Consumers are responding in large numbers to packaging that feels personal; that fits their lifestyles and inspires them. This doesn't necessarily mean that packaging has to be designed so that it can be personalized, although that is definitely a consideration. Advances in digital printing technology make it … Read More
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
Pepsi's return in 2009 to its classic white can with center red panel and former brand identity straight out of the 1970s – a stark departure from its contemporary sapphire blue package – reinforced brand heritage and values. The company cleverly used the word "Throwback" and touted … Read More
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 arts sake, but it isn't, … Read More
It goes without saying: not all licensed consumer products are successful at retail – even for hot properties. In many cases, this is due to the lack of a cohesive package design system that leverages the licensed property's most equitable assets. Thorough research helps to uncover and … Read More
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