Packaging is a medium

This article argues for the importance of packaging in brand-building as part of the marketing mix.

Packaging is a medium

Katie Ewerjones knowles ritchie

As brands move away from narrative-led communication, the role of design within the marketing mix is fundamentally changing. In particular, digital printing represents a revolution in graphic design and is elevating packaging to a new status of brand-building medium.

Brand design for business growth

This article is part of a collection of articles on how design can have an impact on a business' fortunes. Read more.

It's estimated we are exposed to up to 20,000 media messages on a daily basis, with around 700 of those from brands and...

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