Attend PACK EXPO – this year’s can’t-miss event in Chicago, Oct 23-26.
Discover solutions from 2,000+ exhibitors to advance your operations and network with colleagues at PACK EXPO International.
REGISTER TODAY

Design may replace advertising?

"Most of our clients now view package design as a form of advertising, recognizing the impact design has in creating and reinforcing a brand's image and communicating its superiority," says Bob Minkus, president of Minkus & Associates (Rosemont, PA), a graphic designer.

Some of Minkus' clients have made sharp cuts in advertising, he says, driven by either profit concerns or by the difficulty in measuring the loyalty that advertising creates. "Package design is now the primary vehicle for in-store advertising," Minkus notes. As an example, he points to his company's work for Crazy Milk, lowfat, flavored milks created for kids (see PW, Feb. '95, p. 8). The package design, Minkus says, not only helped the product surpass sales expectations, but it won awards for the best dairy product of last year and for outstanding creativity.

Test Your Smarts
Take Packaging World's sustainability quiz to prove your knowledge!
Take Quiz
Test Your Smarts
The top conveying tips
Read best practices to ensure efficient product handling.
Download Today
The top conveying tips