Dr. R. Andrew Hurley

Packaging World Contributing Editor

Dr. R. Andrew Hurley

E-Comm Package Storytelling

Unlike retail packaging, e-commerce packages are first viewed after purchase, providing brand owners the opportunity to present a new insight or character of the brand with each shipment.

Chobani’s package redesign, with lean branding and color-coordinated lidstocks that correspond with the milk fat, single-handedly changed the yogurt category.

Pain Brings Gain: Packaging Redesign is Worth the Risk

Go for the long game when redesigning packaging. While sales may decline initially, the opportunities to boost your brand are worth the risk.

Horror vacui is a Latin term that means the fear of empty spaces. It’s a centuries-old concept used primarily in art and design.

Horror Vacui! Reevaluating Empty Design Space

One method to increase the perceived value of your product is to reduce visual pieces of information, or chunks, on your package.

While Chobani’s yogurt hasn’t changed, a new squeezable, resealable pouch opens up new uses for the product.

Cracking open packaging innovation

Some of the best examples of packaging innovation are those that address unarticulated consumer needs by offering greater functionality and enjoyment of existing products.