Brand Management - Design

The secondary package — the corrugated box — is the new frontier of variable and versioned product messaging. Digital corrugated printing can provide these messages, increasing a brand's ability to interact with consumers in the retail marketplace.

Last summer, Budweiser made a bold move, wiping its own name off of its packaging, and replacing it with “America.” This year, “America” is back, and then some.

Because many wine novices largely base their purchasing decisions on the appearance of a wine label, it's essential to make a label as eye-catching as possible. Through the use of eye-tracking technology, brands and converters can gain a better understanding of the types of labels that consumers find most appealing, which could lead to a purchase.

The DuPont Awards for Packaging Innovation have been announced. The Diamond Award, the program's highest honor was presented to Solutions, Inc., for its Fritz Water Vest, a wearable vest that can transport up to 20 pounds of water. The vest is designed for use in developing countries where water transportation is an issue.

To enable brands and marketers to deliver consistent content across digital, social and packaging consumer touchpoints, Esko and MediaBeacon are releasing a fully integrated packaging and marketing process and digital asset management solution.

Coca-Cola's wildly popular 'Share-a-Coke' campaign has proven to be an excellent example of the benefits of personalization in packaging. This summer, the beverage giant will create an even more personalized experience with its soda labels.

Color-changing ink in packaging applications has been around for years, but Crown and CTI have collaborated on a new technology that features hidden messages. Matt Twiss of Crown shared some insights on Reveal Ink with packagePRINTING.

More so than many other products, plants and flowers often require a great deal of consumer maintenance to flourish. Orora Visual has partnered with Lowe's to print Grow Together connected plant tags that extend product information to consumers' mobile devices.

When a brand launches a product line, it often requires various types of packaging. Without color consistency across all packaging formats, brand continuity could be in jeopardy.

By selling its product in packaging designed to be shared on social media, Brooklyn-based Van Leeuwen has seen a big spike in sales. Designing packaging for social media just might be a packaging trend to watch out for in 2017.