The term “decoration” has long been used for the visual aspect of packaging. But at MSLK, we’ve found that this arcane expression represents everything wrong with the old way of thinking – that design is merely a façade to spice up the package. If a brand views design as only the exterior of their packaging, they’re likely missing out on the deeper connection design has to a brand. Good design can inform the entire process of production – from the formulation, presentation at retail, through to the essence of the brand.
Too often we see great packaging containing lousy products and vice versa. It seems as if the people making the product have never spoken to the people designing the packaging. Why is there a disconnect between the product and the package? Often, there is a reluctance to deviate from processes that have been ins place for decades.