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Strategy

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.
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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
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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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Campbell Soup contemporizes with bold new products, packaging

Soup in a pouch anyone? Innovation teams at Campbell Soup tap into consumer insights to launch range of new products in future-forward flavors and packaging.
Bolthouse Fams' juice packaging reflects fresh ingredients.
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All the world’s a stage…for visual metaphors in packaging!

In packaging design, visual metaphors are used for illustrating ideas and are the basis of creating a mood, theme, character, or personality for the brand.
Nestle Boost
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‘Inclusive design’ approach to packaging benefits Nestlé and its customers

Company aims to make its products safer and easier to use, with Boost and Nescafé Gold serving as good examples.
Coke's white can for 2011 holiday season
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What went wrong with Coke's 2011 holiday can design

The beverage giant has provided more than one example of the potency of packaging and how it can work for and against a company.
Oreos' snack-and-seal pack makes opening and reclosing easy.
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Are package designers ignoring the strongest segment of their audience?

With birthrates falling and the senior demographic growing substantially across the globe, marketers and retailers need to evaluate their offerings to ensure they are accommodating this powerful purchasing group.

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