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...