Taking the path of least resistance is always tempting, isn’t it? It’s time-tested to work and most likely safe. It probably won’t get you fired; in fact, it might not even be wrong — but it definitely won’t get your brand noticed by consumers.

BRANDPACKAGING meets up with specialist Jill Ahern to discuss multisensory use.

Chemex's coffeemakers are considered works of art. Now, the packaging follows suit.

Gimmicks and copycatting won't get consumers to like your brand.

 Looking at the everday with a new perspective can create a brand breakthrough. 

 We break down the show that causes your brand and career to appreciate in value. 

 Party Armor updates its packaging to a professional level. 

Consumers enjoy buying luxury items, and emotion keeps them from feeling conned.

When I was a fresh and foolish first-year art student, I though design was so subjective. How could I possibly please my teachers and get good critiques from classmates when we all had different styles?

A few months back, I was scrolling through my feeds in Google Reader. As I rapidly swiped the trackpad, a product review caught my attention and gave me pause.