By Ted Mininni

Image is important in our society. The image that brands project is critical to their success, and those images must be conveyed by packaging—the ultimate touch point for consumer product brands. If the packaging doesn’t appeal to the consumer, why would the brand or product appeal?

Consumers identify with the brands that match the perceptions of their lifestyles. The role of package designer has expanded from being a researcher, marketer and communicator to that of also being an image maker. This may sound simple but it has actually added to the complexity surrounding the development of successful packaging.