Creative Edge Software appoints Lalita Zapata as iC3D Business Development Director, USA and Canada

Appointment coincides with new iC3D features for brand-critical design capabilities

November 1st, 2017 –Creative Edge Software, developer of the award-winning iC3D packaging design software, has appointed a new Business Development Director for USA and Canada. Lalita Zapata brings to the role a breadth of experience in brand management and high-end photographic services.

Brand Marketing: Packaging & the Virtual Focus Group

Packaging and the Virtual Focus Group

Brand marketing professionals often cite advertising pioneer Claude Hopkins. He held that advertising existed solely to sell things, and that its success should always be judged by measurable results. More importantly, he was a proponent of testing. “Tests are important and help us understand our customers,” he said. “Good selling is based on good testing.”… Read more

Package Design & the “Moment of Truth”

Package Design and the Moment of Truth

Package design is a combination of art and science. Success depends on many things. But often those things compete. A retail package has to be practical. The contents can’t fall out, get crushed, or easily spoil. In addition, it has to tell a story—preferably short, truthful, and compelling. Yes, I know. The story is basically… Read more

Dealing with Distortion in Packaging and in Business

Dealing with Distortion in Packaging

As you read this, the Creative Edge team has begun its two-week marathon at the world’s largest trade event for the graphics arts industries: drupa 2016. Whenever this many players gather in one place, there will be dubious claims mixed in with the valid ones. The trick is to “undistort” the surface-level appearance, and get… Read more