Consumers latch onto brands that encourage freedom of expression and enable them to celebrate their individuality. Here's my rationale: Brands that inspire tribal formations are adopted into consumers' lifestyles.

Marketers are fond of saying “What’s old is new again.” These marketers are referring to wistful consumers who associate retro brand packaging with a sense of nostalgia—a recalling of simpler, less complicated times.

Less is more. There’s a great deal of insight in that statement. We, as package designers, understand that clarity and simplicity help consumers to hone in on specific brands to the exclusion of everything else.

Live experiences can be compelling and memorable, and they have the power to stimulate strong emotional connections. The implications for brands and licensed properties are huge because today’s consumers want to do more than purchase products and services.

Culturally relevant brands are rare and cut from different cloth than 99 percent of all existing brands. They become iconic because they are transcendent and deeply meaningful to people’s lives.

What if your packaging was the only marketing tool your brand had? For many startups and small companies unable to afford advertising, this is exactly the case. And do you know what? That’s a good thing.

To create successful authorized packaging, accentuate the human aspects of the brand.

Visuals are decoded faster than verbal brand communication.