Innovation remains key to packages that generate sales

摘要

As creative teams think about package design heading into 2011, three points should be uppermost in their planning. 1. A distinctive structure continues to be the single most powerful signal to communicate innovation to consumers. 2. Innovative materials and production processes enhance the credibility of perceived innovation. They also can help weave the product story into the brand story. 3. Innovative graphics most strongly support perceived innovation when integrated with an innovative structure to cohesively express a brand story. However, graphics alone are not sufficient to tell the whole story.