Wine & Spirits Industry Innovation

Bottle in a Box Innovation
DrinkBox for Gone Natural
Limited Edition Book for Grey Goose
Vitamin Enriched Beer
Vodka Thermos

Analysis shows how the
human eye scans a typical
package label.

Why would Microsoft parody its own custom packaging design? Watch this version of a rebranded Apple iPod.

The Packaging Design Agency:

Avoid beauty contests when it comes to package design.

Product Package Design: Determining the business value of new ideas.

Package Design Consultants: Strategies for going Global.

Best Packaging Design: Principles for the Technology Market.

Packaging Design Ideas: Effective reseller techniques for a product makeover.

The Packaging Design Portfolio: When packaging design detracts from the perceived value of a brand.

Packaging Design Solutions: How to deal with superiors who say "I don't like it" and little else.

What is a dieline anyway?

What is the package design process?

BigCity creates a new design standard for Bell Sympatico.

Holiday gift packages at the LCBO look for a home.

Getting the Best of Product Package Design

By Tim Robertson RGD

Ultimately, any package design choice is an emotional one.
We like to think of ourselves as logical, rational beings but as any professional stage hypnotist will tell you, people make an emotional choice first, and then rationalize the decision after! Thus package design is subject to more that just the examination of features and benefits.

Speed counts when a product has to get to market
Many package design projects end up being approved in team meetings with senior managers. Orchestrating all the players take time, so it’s nice to have a package design agency that moves quickly to keep the process proactive.

What makes a successful product packaging design?
Successful package design is dependent on creating clarity in a cluttered marketplace, having a clear benefit, increasing the perception of brand value, and structural or design innovation.

Packaging design can promote the brand – or not.
Research shows that packaging can often detract from consumer's brand perception value of that product. This happens when there is little thinking behind package design improvements.

Great packaging design needs superior research methods.
Advanced research studies show that consumers, inundated with visual noise, are drawn to packaging that is uncluttered and in high contrast to the competition. In many instances product package design detracts from brand perception, positioning, and preference.

Why would Microsoft parody it's own product package design?
In a recent parody of Microsoft's own product packaging practices, Microsoft redesigns iPod packaging. Instead of the clean, high value package Apple designed, the end product is cluttered with badges, third party endorsements, extensive brand statements, and more.

About the Author: Tim Robertson RGD represents several of Canada's most distinguished design firms. With over 20 years experience in branding and packaging design, he has been featured in Direct Magazine, the Design Management Review, and the Summit Awards.

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DesignFirms Link Exchange

The five second
package design rule

The average shopper only spends 5-7 seconds scanning a label on the shelf on any given day. So no matter how much copy you have put on the package, it probably won't be read. more>

The meaning of color - it’s not what you think

The idea that colors have intrinsic and timeless ‘meanings’ is mistaken. Advanced research in the domain of product marketing indicates that shoppers do not identify particular colors with particular abstract concepts (e.g. the color red with the concepts ‘hot’ or ‘fire’). Rather, the ‘meaning’ of particular colors hinges entirely on the context in which the colors are being used. more>

Getting the Best of Product Package Design

The five second package design rule

The meaning of color - it’s not what you think

The five second
package design rule