What we know about packaging

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Packaging can help create standout and differentiate a brand from its competitors. A clear and simple message on the packaging that is linked to the brand's core design assets can help to drive purchase consideration. And using icons, or unique shapes, can gain consumers' attention. While rational messaging gives consumers a reason for purchase, storytelling and connected, personalised or localised packaging can create emotional engagement. Sustainability and e-commerce are having an increasing influence on packaging design.


Packaging is how brands contain and protect their products for sale to consumers, and can also be used to aid transportation. Packaging helps...

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