Strategy

Primer
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Solving the marketing disconnect

Sales & marketing want a new package; engineering & production say it can't be done. Here's how to address the conflict.
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42 Best Package Designs
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Feature Article
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Regulated categories: Designing with one hand tied behind your back

Designers who proactively incorporate government, industry, or corporate mandates into their design strategy can make like Houdini and escape the confines of design drudgery.
Logistics and packaging
Feature Article
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Inviting packaging to the product development table

Bringing packaging to the product development process benefits package design, patient compliance, and patent expiry issues.
V-8 Fusion Sparkling Drinks uses a slim can to emphasize the brand message.
Feature Article
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Great package design is a core brand value

Forget good design: Go for great. Great package design substantially increases the value perception of a brand, building consumer loyalty and commanding a higher retail price.
Feature Article
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Five steps to great design with flexible film

How to execute a flexible package design that allows for attractive aesthetics, protects the product and improves bottom-line results.
Gordon Plotkin, founder and principal, Inwork, Inc.
Feature Article
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Narrowing the interpretation gap between design and commercialization

Because package design is just as much art as it is science, there can be a wide interpretation gap between design exploration and the actual print run, unless you account for certain variables upstream in the process.
Feature Article
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Insights on eye tracking

Beyond knowing what consumers shop, here's how you an use the power of eye tracking to give your package its best chance of getting noticed on the shelf.
OTC pack
News
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FDA considering waiving some prescription requirements

Agency to seek public input on allowing popular meds to switch from Rx-to-OTC to improve patient access to certain meds, which could impact package design and labeling.
Package Design Video Shorts: Package design for wholesome, healthy foods
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Package Design Video Shorts: Package design for wholesome, healthy foods

Eric Zeitoun of Dragon Rouge USA provides examples of packaging for products that represent some of the new food and beverage categories developed to address consumers’ concerns with physical and mental health.
One hand image
News
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New study of arm amputees predicts future for packaging

Consumer strategist's study reveals convenience is a 'killer app' for packages that are easy to use for both one- and two-handed consumers.

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