There are plenty of examples of adequate package design. Good design helps to establish brands and sell consumer products. It dutifully positions the brand identity and employs color, graphics, and imagery. Good package design isn’t disruptive; it doesn’t take chances and basically blends into its product category.
Generally, this reflects a manufacturer’s conservative approach: Don’t rock the boat with daring design, and don’t spend too much money. Maybe it’s time to step back and look at package design another way. Rather than focusing on the cost of investing in great design, how about considering the benefits? If too conservative an approach leading to status quo packaging is the norm, isn’t a mediocre response from consumers the result? Is “adequate” package design actually preventing the brand from reaching its sales potential and building consumer loyalty?
