Packaging: the definitive consumer interface

Follow the pack and fade into the background. Create your own distinctive identity and fly high above competitors.

Imaginative packaging raises products above the clutter

To make consumers feel 'I've got to have that', product packaging must spark an instant relationship with consumers. This can be skilfully achieved without threatening or challenging their perceptions, or comfort zones.

Who really understands design?

"Nobody understands us" creative departments frequently lament, but, unless they are really weird extremists, nobody has more right to this cry than the humble designer. Although real designers and design shops are few and far between, in agency-speak anyone with a smattering of Apple Mac experience who spends cosmetic time on a product's appearance rather than how it sells, is labelled a 'designer'.The habit of tagging 'design' onto anything vaguely modern or trendy products to inflate pricing and boost sales further confuses the definition of design, and when the media misconstrue the word they add to the bewilderment.It's no wonder many view designers with suspicion and distrust.