Packaging posts

For most brands, recognition is everything. Occasionally you’ll encounter a company that seeks to create a air of exclusivity by shunning popular appeal, but for the large part companies need you to spot them immediately.

Brand recognition isn’t about making a good first impression, it’s about up-selling; creating a way, once trust and even pleasure has been established by an initial sale (or in some cases just an advert), for the consumer to make a repeat purchase.

Brand recognition is even more important to companies that rely on impulse buys. Think of the last time you...

I remember a time when truncating the UPC bar code on the cover of a magazine was a huge coup. Taking the huge, lumbering code, which took up too much real estate on the cover of a publication, was bothersome and affected the design space.

Cutting the bar code by half, in height and width, was celebrated as a major advance in the much-needed item used for scanning the price by, at best, only half the retailers, seems so petty and foolish now.

When printers discovered you didn’t need to place the codes on white boxes, we rejoiced at not having the little lines popping out on what were beautiful covers, interrupted by alien chunks of absurdity. Again, it seems odd no one had discovered this fact for...

When choosing one product over another, the design of the packaging probably influences your decision far more than you realize.

Effective packaging design breaks away from the standard rules and conventions that we are accustomed to, giving the product a unique edge to stand out from the rest.

The packaging should appeal to your target market. It’s also vital to ensure that you’re conveying the necessary information...