Brand marketing professionals often cite advertising pioneer Claude Hopkins. He held that advertising existed solely to sell things, and that its success should always be judged by measurable results. More importantly, he was a proponent of testing. “Tests are important and help us understand our customers,” he said. “Good selling is based on good testing.”… Read more
For several months, I’ve written about the challenges of modern package design. But this has mainly been from the perspective of a brand owner or a printer/converter. That’s OK. Costs and time-to-market issues are pressing concerns for Consumer Product Companies (CPCs) and their partners. But just for a moment, let’s stop and talk about the… Read more
Package design is a combination of art and science. Success depends on many things. But often those things compete. A retail package has to be practical. The contents can’t fall out, get crushed, or easily spoil. In addition, it has to tell a story—preferably short, truthful, and compelling. Yes, I know. The story is basically… Read more
Packaging design must overcome a major obstacle. Consumer attention is a limited quantity. Decisions are made in seconds. By itself, beautiful, practical design is not enough. To overcome this barrier, packaging designers are turning to novel and appealing shapes. The idea of shape usage, cited in a March 2016 Creative Bloq piece, has many implications…. Read more
Joint exhibit with Workflowz (stand F72) marks UK rollout of new photorealism for 3D digital packaging mockups
8th September 2016 – Workflowz, leading provider of software solutions for the creative industry and Creative Edge Software, developer of the award-winning iC3D packaging design software, will be exhibiting together at Packaging Innovations and Luxury Packaging, London Olympia (14th and 15th September) on stand F72. The highlight of the joint exhibit is the official UK rollout of iC3D version 4.0, featuring new improved 3D visualisation technologies and photorealism for a streamlined packaging design cycle, from concept to final packshot.