Package Development Playbook

Your vital resource is here!

Both from a 30,000-foot perspective and attuned to realities on the ground, you’ll find best practices and helpful hints—and pitfalls to avoid—on your current or next package development project. Leading packaging experts from every part of the development process have contributed their up-to-the-minute insights.

It’s nearly impossible to think of every potential scenario in package development. So trust in the collective wisdom of dozens of packaging professionals. In this Playbook, you’ll find everything from foundational branding and packaging strategies to the best sustainability and closure options to top off your project. Download it now.


All new gallery of newly developed packages
• Best new examples of packaging developed for 2016
• Examples were handpicked by Packaging World editors
• Close up images and explanations why these were selected



Sourced in this e-book
Brian Stepowany
Packaging Development Manager
Johnson & Johnson
Derrick Lawrence
Senior Packaging Engineer
Seventh Generation
Mark Brennan
Senior Staff Packaging Engineer
Energizer Holdings
Remon Zakhary
Manager - Package Engineering
Bayer Healthcare, LLC
Adam Bushong
Global Commodity Manager, Packaging
Dell, Inc.

Topics covered (among others)

Package Design

  • Ten guidelines for effective front panel design
  • Top-level considerations when revitalizing packaging
  • Consumer research and its limitations
  • Rethinking operations from the back end forward
  • Tips for selling new packaging ideas to retailers

Development Processes

  • Balancing risk with innovation
  • Innovators tear down walls while planning ahead
  • Top 12 factors in the digital printing equation
  • Implementing brand protection strategies – top considerations
  • Simple ways to reduce the marketing disconnect

Structure & Design

  • Rigid structural design and brand management
  • Structural prototyping and the modern design process
  • Best practices for retail clamshells and blister packs
  • Retail-ready best practices to be shelf-ready
  • Closure best practices that keep possibilities open

The State of Sustainability

  • Sustainability and the new age of systems thinking
  • Marketing 'green' to the mainstream
  • Common sense rules to follow FTC’s Green Guides
  • Design and technical resources for sustainability

Bonus! Packaging innovation photo gallery

Explore examples of some of the best and most innovative packaging developments of the past year. (All-new packages for 2013, selected by our staff.)


Praise from reviewers of Packaging World's Playbooks:

"Senior management should read this playbook to help them reinforce the idea that the product package is a critical key to a successful product launch, not an afterthought!"


"I hope you continue to develop and release [more] packaging playbooks, they are really well done!"



"The playbooks are great. I have noticed that there is not a lot of help in the digital world for packaging technologists who need to develop specifications. The playbooks will become a very powerful tool that are heavily relied on -- especially for those less-initiated in new pack formats."



"Excellent source of information, precisely what I am looking for. "



This playbook is proudly sponsored by:

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For each of these containers or component types, which best captures the status of any package development projects where a container or component vendor has NOT YET been selected? *

Early stage vendor researchMid-stage vendor researchPossible future projectVendor selected or no plans to buy
Blister or Clamshell
Rigid container
Carton/box (as primary package)
Other package type
Haven’t picked package type yet
Tamper evidence (innerseal or shrink band)
Folding carton (secondary pack)


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