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Packaging Created of the People, for the People

Lessons in packaging satisfaction learned from listening to 10,000 consumers.
By Steve Callahan
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If we listen and watch closely, consumers will tell us many of the things we need to know when it comes to creating great packaging.


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What’s Needed: A Refresh or a Total Rebrand?

When sales hit a standstill, retail brands need to assess their options.
By David Lemley
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So many retailers are at a standstill. They often blame it on a sluggish economy. However, is that really the problem?


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Keep on Creating

A long-standing accessories brand desires to keep its edge and innovative spirit; a package redesign permits just that.
By Renée Whitworth
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Since 1998, New York-based Sprigs, an established accessory house, has had the mission of enhancing life by melding style and function into products of unique design.


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The Ins and Outs of Holistic Design

Holistic design builds brands by orchestrating every element into a harmonious result.
By Peter Clarke
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As I’m sure many of you also do in the package design industry, Marcus Hewitt, my chief creative officer, and I spend a part of our day discussing what great design is and how it is best achieved on behalf of our clients.


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Delivering Brand Promises

Great packaging sells a brand’s promise, not the product — and consumers can relate to that.
By David Lemley
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There’s a lot of “good” packaging out there: packaging that might move some products but doesn’t build category-owning brands. In other words, it’s adequate, but it isn’t great.


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Getting the On-Pack Message Right

Effective on-pack messaging is key to ensuring that new packaging features and graphics make a difference.
By Scott Young
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At Perception Research Services (PRS), we are fortunate to assess hundreds of new packaging systems each year, for both new products and restages of existing brands.


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A Good Read: Turn Brands into Best Sellers

Using stories creates brands with depth and longevity.
By Cynthia Sterling
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Our areas of specialty — luxury food and beverage — have seen an explosion of new brand introductions in recent years.


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Branding by the Subconscious: Why Market-Driven NPD Isn’t Enough

Ignoring the role of the subconscious in branding comes at a cost companies can’t afford.
By Stergios Bititsios
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The level of choice consumers face in stores today is unprecedented, compared to the options available just three or four decades ago.


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2013 Brand Innovators

BRANDPACKAGING honors creative thinkers in the packaging and branding industry.
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Supposedly, behind every great man is a great woman, and certainly, behind every great leader is a great team. Just as inspiration is no respecter of time, it also does not care what title a person holds.


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Can Simple Package Design Be Too Simplistic?

Brands, beware: Simple packaging is great, but success depends on the elements present.
By Ted Mininni
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A prominent trend has been to contemporize packaging by making it simple. Clutter isn’t desirable, but in the haste to keep it clean, is packaging being oversimplified?


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10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

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Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

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