This article is by Simon Preece, director of effectiveness stuff at Elmwood, a brand design consultancy whose clients include Fairway Supermarkets, Kimberly-Clark and Nestle. Consumer products brand ...

For decades, marketers of consumer goods designed highly adorned packages, deploying bold colors, snazzy text, cartoons, and illustrations to seize the attention of shoppers. Conventional wisdom held ...

Thanks in no small part to Apple, packaging design is a major part of the design process at many companies today. So when designing the new Xbox Adaptive Controller–a gamepad for people who might not ...

In a national study in 2018, 72 percent of consumers said a product’s packaging influences whether they buy. Packaging is the first interaction between a potential buyer and the product, even before ...

According to Walmart’s corporate website, Wal-Mart Discount Stores offer 120,000 items and their Wal-Mart Super Centers offer approximately 142,000 different items in-store. That creates a very ...

To stand out among competitors (consider, for example, the multiple retail channels for computer electronics), brands must convey their message distinctly. And there are few better ways to do so than ...

Packaging and design are the body and soul of any product. It is critical for a company trying to sell its product or service to get both correct. The challenge is not just getting it correct, but it ...

Analyst Insight: When packaging engineers are brought in late in the process, a small issue can turn into major operational problems. A recent planter redesign showed how a quarter-inch mismatch ...