Following Up on Developing Trends A new breed of marketing is pushing past the traditional demographic approach and instead zeroing in on consumer values. Dubbed “value-based” demographics, the theory
Power Your Brand Through Packaging Jennifer Acevedo, Editor-in-Chief The impact your brand’s packaging has on the consumer seconds before the buying decision is more critical than ever. That’s why
Universal Design: Does it Deliver? By William Makely The concept of Universal Design is here to stay; its effect on real-world package design is less certain. Some say “Universal
The Classic Roadblocks to Innovation By Peter Clarke More than ever, there’s a demand for innovation through design. And though many companies are repositioning themselves to encourage innovation, some
Boomers and Beyond: Package Structure Gets a Grip on Aging By Ken Miller and Jim Warner Smart marketers know the Baby Boomer population is a demographic tidal wave poised
The Key to Innovation? Streamline the Space Between Design and Commercialization Price sensitivities, the proliferation of store brands, and increasing pressures from retailers are just some of the market
Intoxicatingly Lovely Wine Labels Conquer Retail Noise By Kate Bertrand Wine labels are in a category all their own. They must not only capture the unique personality of the winery,
Illuminated Package by Rob Croft Lights up automotive products There are many products within the automotive category that are used in environments with poor lighting, making precise work difficult.
Coca Cola's M5 By Jennifer Zegler When Design, Marketing and Manufacturing…Collaborate They are urban, hip and chic. Their launch was accompanied by music videos. And they are only available
Marketing, Meet Technology By Aaron Brody Some organizations give packaging its proper place in the consumer product marketing mix, often permeating the process of development with sophisticated packaging technologies.
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