The Rise of Informative Packaging Design

When we think of packaging design strategies, our minds go straight to ways to “connect” with the buyer. The “persuasive packaging” strategy, with attractive visuals, harmonious colors and fonts, has proven an effective way to get there. But in today’s shifting market demands and expectations, there’s a type of packaging design strategy that’s gaining in importance – informative packaging.

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Brand laddering: Moving up expectations

Brand laddering is about getting results. First used in the 1980s, this concept helps brands move beyond the practice of marketing products by features. This brings in differentiation, distinctiveness, and lays things out to build a better connection with consumers.

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Beauty Brands: 3 Packaging Trends To Watch

In the world of cosmetics, packaging can often play a much bigger role than advertising. Let’s look into some of the industry’s most up-and-coming packaging trends.

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How to make yucky food appealing?

Beef, chicken, pork, and other conventional meats regularly come under fire for the greenhouse gas emissions they produce. One sustainable – yet controversial – alternative source of animal protein that’s been making headlines is the consumption of insects. Not only does it come with a tall list of health benefits, pundits even go as far as saying that insect-based diets can help in the fight against climate change. But despite this good publicity, insects have been slow to crawl into mainstream Western cuisine – many people are just plain disgusted at the thought of putting worms, crickets, and beetles in their mouth.

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Meaningful Brands Drive Purchase

Consumers like to buy brands that fit with their beliefs, values and lifestyle – brands that have meaning. One effective strategy to build meaning is done through stories. Even the most boring product can come to stand for something meaningful with the right anecdote.

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Brand authenticity: why brands need to get real

When marketing teams meet to discuss strategies to differentiate and give their brands more resonance, increased attention goes to the topic of brand authenticity. More than a simple attribute, brand authenticity has psychological and symbolic dimensions – authentic brands know what they stand for and make it clear across all consumer touch points.

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Brand Extensions: Three Takeaways for Success

There are multiple ways to create competitive advantage. One is through brand extensions, when companies leverage an existing brand’s equity to launch a product in a different category. With additional ad placements, shelf space, and conversations, an extension gives the brand more visibility and more reasons to buy. But before you walk down that road, here are three things you should know.

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Eastern Europe: Brand Opportunities

While many Western European countries and other large world economies are experiencing lower performance in their goods sector due to consumers scaling back on spending, Eastern Europe’s economic growth is relatively strong as they are benefiting from high “real wage” rises. This opens many doors for companies looking to get into this thriving market. Here are a few takeaways:

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Lack of differentiation keeps you out of the spotlight.

Being “better” than the competition is no longer enough to create sustainable advantage in today’s business environment. To rise above the sea of sameness in your product category, your brand must show it’s different. Let’s take a look at 3 ways to get there.

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3 Ways to Make Packaging Design Stand Out

Packaging design builds your brand – at least at the promotion and sales stages. But creating the right design can be a challenge. Not only does it need to stand out in a busy marketplace, it needs to tell your brand story and align with your brand purpose. Let’s look at 3 approaches to create packaging design that will get your audience’s attention and set the stage for increased sales.

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Branding: A Little Logo Goes a Long Way

A logo is not a brand. But that doesn’t mean it doesn’t have one of the most important roles when it comes to expressing the brand’s identity and positioning. Because it goes out with every one of your marketing materials, the logo is the face of your brand. It makes it stand out, builds your reputation, and helps you connect with your audience.

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Christmas Packaging. Getting Into the Spirit.

It is barely November but stores are already slowly trickling in holiday themed products. It seems that each year Christmas comes earlier and earlier in the year. Because consumers are drawn to the unique packaging styles, gift combinations, and interesting color palettes, holiday packaging has enormous benefits for brands and retailers.

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Driving Value With Connectivity

Just a few years ago, connectivity was the future. Today it’s everywhere – and it’s even expected to be everywhere. But how can brands incorporate connectivity into their products?

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Packaging with a Purpose

Sometimes outlined as part of the company’s mission or vision, purpose gives the reason a company is in business and what motivates it to do what it does, beyond making money. Take Ikea for example. Its purpose is more than just selling furniture – this is something every furniture company does – Ikea is about “creating a better everyday life for the many people”. And their business idea supports this purpose with a wide range of functional, well-designed products that are affordable by as many people as possible.

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Influencer Packaging: It’s All About Trust

Trust is what makes brands grow – it attracts prospects and makes current customers loyal. But with growing skepticism towards brands, consumers increasingly turn to friends, peers and figures of authority, like celebrities, to help them guide their decisions. Brand owners know this and that’s why influencer marketing is making it on the strategic priority list. But can such endorsements be translated onto the packaging touch point?

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Packaging Design: 3 Attributes that Matter Most

The human mind sees, imprints, and recalls sensory information in a specific order. In packaging design, this means that some attributes are perceptually more important than others. This quick outline comes in handy when evaluating artwork that makes a pack efficient.

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Brand Strategy: What’s in a Name?

Together with packaging design, a brand’s name is perhaps the most important factor influencing brand personality and perception. But with only 26 letters to work with, chances to create a name that’s short, memorable, distinctive – and legally available – are low. No wonder then that finding nomenclature has become somewhat of a science.

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Brand Guidelines vs Creativity

Some are very comprehensive and cover everything from logo usage to type style, website layout, and editorial tone. Brand guidelines – also known as brand standards, style guides, brand books, even brand bibles – are an essential tool to help design a successful brand. They specify how the different elements of a brand work together to form a brand identity. They help make sure everyone involved in the making of a brand is looking in the same direction.

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Emojis in Brand Messaging ;-)

They started out as keyboard character combinations to help bring meaning and emotion to the online chat rooms of the late nineties. They’ve now evolved into a full crowd of pictograms able to convey specific non-verbal meanings and some of the most complex human emotions. Like it or not, emojis are taking over text-based communication. And the Oxford Dictionary’s selection of “Face with Tears of Joy” as Word of the Year 2015 is the ultimate confirmation these small-scale images are here to stay.

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When Nostalgia Sells

Using past memories is a powerful marketing strategy. It brings us back to an idealized past where life was easier and simpler. On packaging, retro artwork not only serves to express the brand’s heritage, it also helps kick up its perception of authenticity and quality.

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Brand Naming: When Bad Names Make Good Brands

Creating new brand names is no easy task. Names have to be short to be remembered and distinctive enough to break through the clutter. Looking for potential negative connotations is best-practice as no global brand manager wants a name that means poop in a relevant language. But are all bad names, or names with some negative association, an automatic no-go?

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CONNECTED PACKAGING: PACKAGING THAT “DOES”

Wouldn’t it be nice to get a text from your fridge reminding you to get milk on the way home? Or an app that turns the light on and controls the temperature of your living room remotely? What about a toothbrush that tells you when you’ve brushed long enough? Thanks to the Internet of Things (IoT) – that ecosystem of internet-connected objects that interact with one another –, this is now a reality. Not only in home appliances but also in healthcare, public safety, transportation, or retail. And because of the increased availability of printed electronics combined with real-time cloud software, IoT is quickly giving packaging a chance to be interactive, too.

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Three Takeaways to Drug Branding

Imagine that your job is to maximize value and revenue for a brand whose name can’t be pronounced on the first try, whose packaging can’t reference a single product feature or benefits, and - above all -, a brand that can’t be promoted to its end users directly.

 

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What Happens Behind the Lens – A Closer Look at Food Styling

Soap-covered lattés, plastic ice cream, paint-coated strawberries – hardly fitting descriptions to make your mouth water. Or are they? Meet Dominique, ARD DESIGN SWITZERLAND’s chef-turned-food stylist, as he lets us in on some of professional food photography’s most unexpected tricks.

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How to Kill Brands (And Bring Others to Life)

Competing on the shelf is tough. And for parity products like breakfast cereal that go after similar segments, it’s even tougher. That’s why packaging design is really the last and the most critical influencer on the buying decision continuum. Miss that opportunity to showcase your unique value or benefit – be it ingredients, flavor or price - and your consumers will likely reach for a more relevant option. Even your mascot’s engaging stare might not be enough to persuade them.

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