Brand Packaging Magazine

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July 2013

The July 2013 issue examines how brands let packages tell a story. You can also read the issue at the Digital Editions.

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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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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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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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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Consumer Insight - July

Gender

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This month in Consumer Insight, we focus on how gender applies to packaging and product buying, and why brands should be careful in making gender claims.


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Direct Connection

Brands do best when their packages tell the brand's story, allowing them to emotionally connect with consumers.
By Laura Zielinski
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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.


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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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