Brand Management - Design

Most of what commercial and packaging printers produce is intended, in one way or another, to support  brands. In an October 24 session at the Digital Packaging Summit, production executives of three brand-owning companies explained what that support entails and how they thought providers of digital printing and finishing services could best contribute to brand promotion.

For some brands, the packaging is just as important as the product. The Unemployed Philosophers Guild shares why it places such a strong emphasis on packaging.

A recent study from Tetra Pak details the role packaging plays as consumers become more connected and brands seek ways to communicate with consumers in the digital space. To help facilitate this communication, digital printing is playing an increasingly important role.

The pink doughnut box has become a staple of Southern California, although some doughnut shops have started rebranding.

It's hard to deny the importance of labeling in product packaging and how it can entice a consumer to make a purchase. But to gain an understanding of how labels can evoke certain consumer behavior, Avery UK has conducted a study that looks into the psychological aspects of labeling.

NFL fans are known to be a superstitious bunch and Tostitos has launched a new packaging campaign in hopes of bringing a little "luck" to teams this fall. The Lucky Bags feature team-branded packaging and multimedia content highlighting various team traditions.

The Paperboard Packaging Council (PPC) has revealed four key trends in folding carton and rigid box design, as derived from the 2017 North American Paperboard Packaging Competition. The winners will be revealed in October, but converters can benefit by understanding the role these trends play in paperboard packaging.

Selling effective packaging requires more than just high-quality print. Four experts in package printing weigh in on the importance of understanding design trends, helping brands express their messaging and how to work together with suppliers and designers.

Philip Morris filed a case against the Australian government’s plain packaging law, but will now pay millions in legal fees.

Are brand owners, retailers and graphic designers considering color blind consumers? A recent article from Packaging Europe reveals that they may not be considering color blind consumers' needs during design, production and sales.