David Lemley

David Lemley is president and chief troublemaker of Retail Voodoo (www.retail-voodoo.com), where he sets the standard for all research, brand positioning and design development for the firm. Lemley’s visioning diagnostics, research analyses, consensus-building tools and strong design chops have helped many companies, including REI, Starbucks, Sur la Table, The Home Depot and Nike, to achieve brand goals. As an author and speaker, Lemley has contributed thought leadership articles to trade and marketing publications, and, when not working with clients or building impossible Lego structures with his family, he teaches packaging design and brand development classes once per year.

Articles

ARTICLES

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Brand Packaging: Packaging Design

Redesigning the Packaging Playbook

Making your brand stand out on a shelf full of copycats.
David Lemley
April 12, 2020
Marketers have done a pretty good job training consumers to recognize visual signals on packaging. Green indicates freshness, white cues purity, hand-rendered typography means a product is “artisan” and so on. But what happens when most consumer packaged goods companies play by the same rules in the packaging playbook? It’s a recipe for uniformity.
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Delivering Brand Promises

Great packaging sells a brand’s promise, not the product — and consumers can relate to that.
David Lemley
July 1, 2013

There’s a lot of “good” packaging out there: packaging that might move some products but doesn’t build category-owning brands. In other words, it’s adequate, but it isn’t great.


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