EVERYONE'S A WINNER BABY!

摘要

Can there really be too much of a good thing when it conies to packaging? It's a question that regularly keeps popping up in our corner around this time of the year, when we get literally bombarded with a multitude of press releases from companies celebrating the latest and greatest industry award they picked up for their respective packaging design or innovation. While there is no doubt that competition is the essential fuel that drives innovation in packaging and other industries, it often seems that there are just too many competitions out there to showcase what is often a fairly marginal, mundane or incremental improvement on existing package design, rather than a bonafide breakthrough innovation. If there are enough awards to go around to keep everyone happy, what is the point of having some of these competitions in the first place aside from simply satisfying some self-serving narcissistic urge? It really seems to a question of finding the right balance between filling a void and overkill, which is often easier said than done.