Packaging That Sells

The Drake // Chicago, IL

October 23- 25 // 2017

Fearless Packaging Enhancement

Christine Takacs, Marketing Specialist, ITW Foils

In the current retail environment, change is constant. Category standards continuously adapt to changing consumer preferences. For shoppers who value novelty over brand loyalty, different is good. Packaging is expected to have bells and whistles, not only to stand out on shelf, but also to contribute to the brand experience. However, even with advances in prototyping, digital printing, and increasingly sophisticated consumer data, there is still a growing disconnect between the concept end and the production end.

With continual development in materials and equipment, how do designers fully leverage the many options for brand enhancement? How do you cultivate a creative powerhouse by fully leveraging all that suppliers and vendors can offer? What are the best-use scenarios for metallic and holographic enhancement? What are the pitfalls and what will give you a competitive advantage?

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Brand Packaging