- THE MAGAZINE
- CONSUMER INSIGHT
- PRODUCT PACKAGING
- DESIGN GALLERY
Brand Packaging Magazine
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The July 2013 issue examines how brands let packages tell a story. You can also read the issue at the Digital Editions.
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.
The level of choice consumers face in stores today is unprecedented, compared to the options available just three or four decades ago.
Our areas of specialty — luxury food and beverage — have seen an explosion of new brand introductions in recent years.
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.
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.
As I was putting together this month’s issue, I knew most, if not all, of the articles would focus on the topic of branding — we do enjoy a habit of hosting a rogue, but useful, piece here and there.