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.


How the human eye scans your label


The eye “scans” a label to collect information by sampling 7 times per second and assembling the “full picture” in the brain.

It sees only a small area in full colour at high resolution. This small area of focus is called the fovea.

This is why it is best to create “clusters” of information in package design. Spaces between the clusters provide visual cues that help distinguish between essential and non-essential information.

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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>