Dr. Hurley on Enabling a Brand's Why Through Design: Packaging World
Our Founder, Dr. Andrew Hurley, recently wrote for Packaging World in an article titled, "Enabling a brand's why through design"
Dr. Hurley stated:
With store shelves crowded with similar offerings and products, the role of a packaging provider is to convey the greatest brand and product differentiation for their clients, at the same time enabling communication of the brand Why.
Products can stay the same over the years, becoming institutions in our collective psyche, but consumers and marketplaces change with the fashion of the day.
Even if products are the commodity, the constant, packaging can be redesigned numerous times within the lifetime of a shelf SKU. Packaging has to adapt to keep a legacy product competitive.
Read the full article here: https://www.packworld.com/home/blog/13377614/enabling-a-brands-why-through-design.
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