Articles by Laura Zielinski

As I was putting together this month’s issue, I knew most, if not all, of the articles would focus on the topic of branding — we do enjoy a habit of hosting a rogue, but useful, piece here and there.

We’ve centered our 2013 Packaging That Sells conference on the inquiry, and if you flip back to the cover, you’ll notice the tag line has changed to it as well.

Brian Richard, director, consumer and customer insights, MWV, and Steve Kazanjian, director, global creative, MWV, point out a current mindset on packaging and the danger with that way of thought.

Is there a more divisive topic in the packaging industry than sustainability? You love it, like it or hate it.

Brands just starting out need examples on how to handle product launches and lines.

Found in the medicine cabinets of many homes, Tweezerman tweezers are known as much for their ability to grasp the smallest of splinters or hairs as they are the brand’s famous lifetime sharpening guarantee.

Consumers have expectations to be met when trying a product. One of the best ways to meet them is by being honest with your audience through the product’s packaging and branding.

One of the trickiest parts of our jobs is connecting with consumers. We aren’t always sure of what they want, so we frantically throw something at them and cross our fingers for the best.

I’m a sucker for a good makeover story. Doesn’t matter what’s being done up — houses, packaging, people — any category delights my heart.