Shelf Impact! and Dragon Rouge asked branding and packaging professionals to evaluate recent packaging innovations. In each quarter of 2010, the exclusive survey asked a sample of hundreds of Shelf Impact! readers, from brand managers to designers to material suppliers, to evaluate a selection of packages for their innovative qualities. In all, 60 packages were reviewed
Structural design conveys innovation
Consistent with preliminary quarterly findings and last year’s annual results, respondents to Shelf Impact!’s surveys in 2010 repeatedly continued to make a strong case for package structure as the lead design cue to redefine a product category.
A distinctive structure, foremost, signals innovation to consumers—more so when coupled with stellar graphics. And innovation in materials and production is gaining steam.
As creative teams think about package design heading into 2011, these three points should be uppermost in their planning: distinctive structure, innovative materials & production processes and innovative graphics.
Via Shelf Impact!