Featured Stories

Delivering Brand Promises

Great packaging sells a brand’s promise, not the product — and consumers can relate to that.

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.

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.

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.

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.

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.

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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Brand Champions: A Retrospective

Package design has evolved over the past 40 years, but it always remains a brand’s anchor.

I started out as a package designer in 1960. Magic Marker was the medium, and beautiful and trustworthy was the message.


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Zicam's Redesign Is Nothing to Be Sneezed at

The demystified packaging system explains the pre-cold Category to consumers.

We all recognize the beginning signs — a little tickle in the back of the throat, a sniffle and that subtle feeling of fatigue — that moment before a full-blown cold hits.


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Time to Make a Change with Sustainability?

Sustainability: It's not just about the environment. It's also about longevity.

Sustainability is a notion that spans the entire packaging life cycle.


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If the Consumer Isn't Happy with Packaging, Nobody's Happy

People are generally satisfied with packaging -- until they decide to buy.

Brian Richard, director, consumer and customer insights, MWV, and Steve Kazanjian, director, global creative, MWV, point out a current mindset on packaging and the danger with that way of thought.


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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 november 2014

Oct/Nov 2014

 The October/November 2014 issue features the latest on Creating Desire with your packaging.  You can also read the issue at the Digital Editions.

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BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

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