At a panel discussion Sept.16, 2009 at HBA Global Expo in New York, Marcus Hewitt, Chief Creative Officer at international brand and design consultancy Dragon-Rouge, introduced chief findings of an exclusive survey Shelf Impact! and Dragon Rouge are working on to establish packaging innovation metrics, offering a quarterly review and analysis of innovative packaging design introductions.
Hewitt shared early results including...
• Send a cohesive message that marries graphics and structure.
• Daring packaging structure pays off in increased sales and brand recognition.
• More can be less in designing packages for today's consumer.
Packages in the quarterly survey are culled from key market segments including beverage, food, health/beauty, household products, and over-the counter drugs.
Once evaluated, the quarterly ratings will be compiled and presented in Shelf Impact! at the end of the year in a comprehensive chart, accompanied by complete analysis. Designers wishing to review findings can sign up in advance.
