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
When it comes to environmental sustainability, consumer product packaging often has a bad reputation. After all, landfills do contain plastic packaging that will take eons to disintegrate, and the debate over oceanic “garbage patches” rages on. Consumers are increasingly sensitive to packaging sustainability issues—to a degree that affects their purchase decisions. It’s not always a… Read more
Delivering brand color consistency from initial concept to store shelves is critical to how consumers perceive and remember a brand. Unfortunately, color consistency is rarely considered during the package design process, so it’s time to break down barriers and include brand color management in the creative process.
According to research conducted by Beatty and Ferrell in the Journal of Retailing (Volume 74, pp. 169 –191), impulse buying accounts for as much as 80 percent of all purchase decisions in certain market segments…