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Connecting the dots with fashion, social trends, and package design

With changing lifestyles and attitudes, design inspiration lurks in a lot of places, some not so expected, explains Valerie Jacobs, group director and director of trend analysis at LPK Trends, which counsels CPG companies on brand-growth initiatives.

Pw 4334 Jacobs Valerie 2009

Packaging World:
How does your background in fashion design and product development shape your perspective of consumer and in-store marketing trends as they relate to package design?

Valerie Jacobs:
I started in PR and marketing; that was my branding foundation. I love graphic and fashion design. I started forecasting while I was in fashion design. I think in terms of silhouettes and how the package relates to the body form and 3-D styling. What do people wear? It’s almost like what a bottle is wearing.

What are some areas you routinely analyze for trends that might influence package design?
Color, shape, materials, and graphics. We track these things and go as far back into the development process as possible. We also look at subcultures we think would be influences before they hit magazines. We look for inspiration’s inspiration.

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