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There are many different opportunities to improve the sustainably of packaging and it is critical to understand the full product lifecycle: you can change the packaging material, reduce the packaging material, improve distribution efficiency, and reduce the distance of transportation. Any one or several of these design improvements can increase the sustainability of the package ecosystem but it is most important to do what is right for the brand.
To succeed in today's fast-moving consumer-product markets, brand-owners and their design partners need to supplement their professional experience and technical intelligence with two key things: the creativity of design thinking and the agility of an action-centric (non-linear) process. Gary Chiappetta explains why stakeholders in brand, product and package design need to act more like entrepreneurs and think fast on their feet.
A potential retail partner wants to see how your new product and all of its flavor extensions will look on their store shelves before they’ll place an order. Problem is, the product is still being manufactured and the packaging hasn’t been printed. And it would be too time-consuming to have hero comps and photography done. Are you out of luck? No, thanks to virtual product rendering. Dan Salzman explores why virtual rendering should be part of your product development and marketing process.
The approach to any design initiative at Kaleidoscope begins with an immersion. We do our homework to understand key players, category language, and the target consumer—and it almost always involves going out to the market to learn firsthand. In the September 2014 issue of Store Brands Magazine, Alexandra Goff discusses how we translate category insights into a brand strategy and package design that resonates with the target consumer.
Packaging Design Magazine sat down with our team for our perspective on the industry and insight on how it has evolved over the years.