Packaging Can Make or Break a Product
THE BEST PACKAGING ADDRESSES A MYRIAD OF CHALLENGES
Good package design begins as an act of discovery, not a creative art form. The word “packaging” has several different meanings in commerce. It can apply to products or to services. The physical package that provides containment, protection, and merchandising for products is the type of...
Cosmetic Packaging is Anything but Superficial
THE TOP 4 REASONS TO NOT JUST PUT IT IN A BROWN BOX
Cosmetic packaging is not only a shipping necessity; it is a vital aspect of marketing. Good cosmetic packaging causes excitement and anticipation in the consumer. With great cosmetic packaging, not only does your end-user identify with your product, your product moves efficiently throughout the distribution system....
Before You Start Packaging Design – PART 2
STOP, LOOK and LISTEN! FIRST, DISCOVER THE DISTRIBUTION, HANDLING, AND RETAILING REQUIREMENTS
Packaging design must be practical. In the early days at Barefoot Wine, we sold several shipping containers of 1.5 magnums of Sauvignon Blanc to our buyers in Japan. After the pipeline stopped, we found out that the big bottles would not fit in the small Japanese...
Before You Start Packaging Design – PART 1
STOP, LOOK and LISTEN! FIRST, DISCOVER THE DISTRIBUTION, HANDLING, AND RETAILING REQUIREMENTS
You may design a beautiful package – but what if it doesn’t fit on the shelf? Or it’s hard to get on a pallet? Or the people at the warehouses or stores or shipping companies are confused about the contents? What if you design a beautiful...
Your Brand is an Icon If …
3 WAYS TO KNOW IF YOUR BRAND IS AN ICON, AND HOW TO MAKE IT ONE
There are lots of icons in our world today. We find them on our desktops, in our favorite YouTube videos, and in the marketplace. Icons are usually something, be it a person, object, or character. Icons represent defining characteristics of our culture and our world. The...
The Chief Branding Principles are Simplicity, Relevance, and Message
USE THEM TO CREATE BRANDING THAT TELLS AND SELLS
Good branding is the beginning and foundation of any marketing effort. Branding principles guide the way you identify your product and assurances. Respect for the basic branding principles can help you identify the condensed but critical symbolic message you want to send. Areas to Apply Basic...
Good Logos are Simple and Relevant
HOW DO LOGOS MAKE YOU FEEL ABOUT THE PRODUCT?
There are thousands of companies that will take your money to provide a logo for your goods or services. But before you pay them, you had better understand exactly who your market is and how your product or service will be delivered. Many logos are clever...