Super Bowl ads are chock-full of package shots and visual brand assets. Why don't brands invest more to optimize their designs?

In case you missed it, two football teams battled it out for the Lombardi Trophy this past weekend. In a nail-biting match, the Kansas City Chiefs took on (and defeated) the San Francisco 49ers....

We dug into our cross-category design performance database to uncover these tried-and-true tips.

What is it that makes a particular package design leap off the shelf, convince you that it's the best product for the job, or strike you as simply more attractive than all the other options available?

May I have your attention, please? These five visual tactics tend to capture consumers' attention.

In the consumer-packaged-goods (CPG) world, getting attention is arguably the most important "job" of package design; after all, consumers can't purchase products they don't notice. We’re always told...

Snowflakes and sparkles and Santas, oh my! See how brands are expressing their holiday cheer with these specialty package designs.

For design enthusiasts, winter brings with it a special kind of spectator sport: beholding the clever, creative, and—yes—sometimes clichéd way that brands communicate their holiday spirit. That said,...

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...