Company Branding Should Convey your Message

WHAT’S IT ALL ABOUT, ALFIE? - Burt Bacharach

Michael Caine played a Cockney womanizer in the popular 1966 movie, Alfie. Burt Bacharach’s theme, by the same name, asked the rhetorical question that conveyed the message of the movie. Your company branding starts with a succinct message that communicates what it’s all about and how...

Retail Packaging Must Serve Many Masters

STAND UP, STAND OUT and STAND FOR SOMETHING

Your retail packaging must play by the established rules for labeling, dimensions, weight, units-per-pack, packs-per-box and so on. Your product must make it through the entire distribution system without getting crushed, marred, broken, misplaced, or misidentified. If your package can actually make it to the retail...

Packaging Can Make or Break a Product

THE BEST PACKAGING ADDRESSES A MYRIAD OF CHALLENGES

Good package design begins as an act of discovery, not a creative art form. The word “packaging” has several different meanings in commerce. It can apply to products or to services. The physical package that provides containment, protection, and merchandising for products is the type of...

Cosmetic Packaging is Anything but Superficial

THE TOP 4 REASONS TO NOT JUST PUT IT IN A BROWN BOX

Cosmetic packaging is not only a shipping necessity; it is a vital aspect of marketing. Good cosmetic packaging causes excitement and anticipation in the consumer. With great cosmetic packaging, not only does your end-user identify with your product, your product moves efficiently throughout the distribution system....

Before You Start Packaging Design – PART 2

STOP, LOOK and LISTEN! FIRST, DISCOVER THE DISTRIBUTION, HANDLING, AND RETAILING REQUIREMENTS

Packaging design must be practical. In the early days at Barefoot Wine, we sold several shipping containers of 1.5 magnums of Sauvignon Blanc to our buyers in Japan. After the pipeline stopped, we found out that the big bottles would not fit in the small Japanese...