Nice package: Six principles of good packaging design (Landor Perspectives 2010)

What defines a great piece of packaging? Ben Chandler from Landor Associates argues that the answer lies in simplicity, honesty which rises above the spin, a unique personality, practicality, sustainability and aesthetic values which create authenticity.

Nice package: Six principles of good packaging design

Ben Chandler Landor Perspectives 2010

Packaging gets a bad wrap (pun intended)—for everything from destroying the planet to creating an unpleasant sea of “white noise” in the supermarket. The majority of packaging does deserve our derision, however; it’s often bad for the environment, frustrating to open, or just plain ugly.

So when consumers encounter packaging that’s a pleasure to open, easy on the eye, and environmentally conscious, it can have a genuinely positive effect on your brand. What defines a great piece of packaging?

1. SIMPLICITY

It’s a rare person who...

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