Brand Packaging

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Throughout the past decade, behavioral economics has made an enormous impact in the realm of academia, government and public policy. Today, this framework is now entering the world of marketing and consumer research — and its influence will be profound.

You may have heard predictions that online shopping will eventually overtake traditional brick and mortar stores. While “e-tailers” may continue to gain ground, consumers still enjoy touching and feeling a physical product in stores.

Packaging has two major functions: protect and sell. It’s impossible to say which is more important. However, we know packaging that effectively combines both purposes can form the basis of a brand’s image.

Part 1 of this two-part article explores what goes through a consumer’s mind at the shelf and why playing it safe isn’t always the best strategy.

Just in time for the autumn hunting season, Coca-Cola’s Mello Yello is bringing back its camouflage package designs through a partnership with camouflage maker Realtree.

Kinder Cola, the Dutch beverage line aimed at children, has tapped Constantia Flexibles to produce its new shrink sleeve labels.