Strategies & Insights

Oh, to be smart, witty, attractive and a great communicator—a quadruple threat. Not necessarily what I aspire for myself per se (well...), but qualities I wish for in the next generation of designs for American...
Does this project scenario sound familiar? A design brief arrives in your e-mail in-box with a two-week deadline for first-round design submissions. The brief outlines a winning product concept, there 's a line that...
When I was a kid, if I ever thought about products and how they came to be for sale in my neighborhood stores, I would have imagined that the way it worked for companies that made products was something like this: 1) make...
The health and wellness craze is entering a new era, and package design strategies must adapt to the way today's consumers are thinking about food. It's quite evident that wellness is on the minds of most consumers,...
Traditional branding strategies usually progress from the primary product to a brand name, logo, tagline, primary benefit statements, secondary messages, etc. But what happens when brands put the cart before the horse and...
The word is out: Great design delivers great business advantage. Design is being increasingly leveraged to move and shape markets, attract customers, and help differentiate among competing products and services. There is no...
The ideas of authors Chip and Dan Heath have made them the darlings of the marketing world—and for good reason. Their recently published book, Made to Stick: Why Some Ideas Survive and Others Die, has presented a...
 A defining thread that runs through the March 2008 issue is that designing packages that encourage repeat purchases requires fulfilling customer needs. The question this issue tries to answer is: How do you learn...
Veggie Patch is the brand name for FoodTech International's meat alternative products, which are featured prominently in produce aisles at leading supermarkets throughout the U.S. Based in New Haven, CT, FoodTech tries...
It can be surprisingly simple: Change the package and you change the functionality. Most of the trends we see in cosmetics have to do with the formulation of the product—products that prevent wrinkles, cover flaws,...

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