Creative tension and paradox have always impacted packaging design across all formats and brands. This paradoxical nature of packaging has significantly impacted the packaging design space, whether it is with metal, glass, plastics or paper-based products. Packaging must be and do everything, but it must also be innovative and cost nothing; be mass produced, but also precisely targeted to the individual consumer; be relevant, fresh, and new, but faithful to brand heritage and legacy; be differentiated, but not so different that it alienates consumers; and be sturdy, strong, and protective, but thin, lightweight, and responsible at the end of its life. These tensions are evergreen, and they drive our packaging design decisions.
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