The demands of today’s consumers are always evolving. According to brand strategist Luc Speisser, a package has to be seen, understood and wanted in 16 seconds. As a result, packaging design has progressed from a necessary expense to a unique opportunity to enhance the brand experience, capture consumer attention, cut through shelf clutter and – ultimately – drive sales.
Sustainability is also becoming a major factor in consumer choice and an opportunity for brands to reduce waste. But being “green” isn’t enough. Today’s product packaging must strike a balance between being sustainable and aesthetically captivating.