Every year, brands spend big bucks on limited-edition package designs. What impact, if any, do they have on consumer perceptions?

Every year, as consumers are digging their ugly Christmas sweaters out of storage, brands are busy dressing up the same old products with new and dazzling package designs. A few brands have generated...

Mental availability is essential for driving brand recognition and purchase behavior. So how do you measure—and maximize—it?

Consumers have a lot going on. They’ve got jobs, maybe a few kids, a demanding cat, a house to clean—all of which take up space in their brains. That doesn't leave much room for brands, especially...

Many brands are designing packaging that's more gender-progressive. So how are he, she, and they responding?

It used to be that pink was for girls and blue was for boys. Both genders had their own bathrooms and locker rooms, and everything from toys and clothes to certain foods and technologies were...

These smaller players are giving established brands a run for their money with disruptive designs.

There was a time when national brands ruled the roost. They had the name recognition, the distinct packaging, and the longevity to stay at the top of consumers’ minds and shopping lists. And for a...

Breakthrough or bungle? Check out our early read on the brand's new redesign, based on data from hundreds of consumers.

In summer 2019, Samuel Adams launched a dramatically different package design for its Boston Lager, trading in its austere patriotic facade for an arguably less complicated, more modern look. Many...

Package design is one of the most important marketing "channels" for brands, so why are many design decisions made subjectively?

Should we redesign our package? If so, which creative direction should we choose for our new package design? For the majority of businesses, answers to these important questions are based on gut...

For brands embarking on a package redesign, how dramatic should the changes be? Here's one way to find out.

Many brands struggle with knowing how far to take a redesign. Should they play it safe by making only slight modifications, or should they go all-in for a truly dramatic change? Most brand managers...