"Design is more than half the product!"
Packaging design is crucial and often decisive for the future of a product. It needs to be both visual and functional.
When designing packaging you are looking at two aspects. Structural design which is what material to use and how deep, wide and high we want the packaging solution to be. It needs to fit a filling line, a pallet, a truck, a retail shelf, a fridge, etc.
The other dimension is graphical design which gives the product an identity. When taking a product to market positioning is key and that is a job for packaging.
It is always of interest, both for brand owners and for the packaging industry, to learn more about what is going on and what are new possibilities.