Every year I look forward to attending the Fancy Food Show. Walking around the show this year, very few packaging designs caught my eye. Quite honestly, this took me by surprise. I saw many missed opportunities that didn’t fully utilize the packaging as a marketing platform, as well as some fundamental design flaws. I began to wonder, have I become more discriminating in evaluating packaging? Or, have more people begun to settle for “good enough?”
Perhaps this is coinciding with the superabundance of low-cost design websites out there. I have heard more and more from brands who approach us for a redesign, that their packaging or logo (which they weren’t happy with or wasn’t performing well) was done by an inexpensive online source. They are frustrated that they didn’t do the design process right the first time and now have to step backwards and start over with a redesign from scratch at an inconvenient time.