When it comes to packaging design, there are almost as many theories and stratagems as there are designers. However, when BRANDPACKAGING approached leaders at four agencies from across the country, we found that while there might be variations in wording, but their thoughts on design topics are quite similar.
The environmental impact of a product increasingly plays an important role in whether conscious consumers choose one product over the other. Shoppers are demanding sustainable goods and expect corporations to take the lead in making it happen.
It’s no secret that most American consumers think private label foods are a good alternative to national brands. After all, private label brands often offer the same nutritional quality and ingredients as their national competitors.
I couldn’t write a story about craft beer without talking about the people behind the segment. For the first time ever, I had the privilege of attending the Craft Brewers Conference last month in Washington, D.C. and got a behind-the-scenes look at craft brewing, the people behind the segment, and the businesses that are involved in the processing and packaging of this popular drink.
It is no secret that food waste is a growing problem, doubling per person over the last 40 years. Today, up to 40 percent of the available food supply is not consumed, sending approximately 133 billion pounds of food to the landfill and costing Americans the equivalent of $161 billion each year, according to Department of Agriculture figures.
Across the country, thousands of young designers aspire to build a career by expressing their creativity. Day in and day out, they may work in cubicles dreaming up images, words or structures that bring brands to life.
The world is getting smaller, says Howard Wright, creative director of design agency Equator. “Globalization has not just created opportunity for brands and retailers to widen their customer base internationally, it’s also driving consumer demand for a more diverse choice of products that allows them to experience what they’ve seen online, on TV or in their travels from the comfort of their own home.”
Global counterfeiting is being driven by several factors: increased industrialization, technologies, the impact of the internet, vulnerable supply chains, the power of consumerism, weak or ineffectual regional law enforcement and lenient criminal penalties among others.