Design Force President: 5 Ways to Break the Rules in Packaging

Design Force, Inc. proudly announces that Packaging Digest magazine has published its President, Ted Mininni’s latest article: “Five Ways to Successfully Break the Rules in Packaging Design” in its February 2012 issue.  

In his latest article, Mr. Mininni states: “Taking a well-strategized, well-managed risk is the key to elevating packaging from good to great”.  He reminds consumer product company marketers that even in a tough economy, brand building must still remain the focus. Package refreshes as well as packaging for new products benefit enormously from innovative thinking – rule breaking – as long as it complements the brand and extends its assets.

As the piece progresses, Mr. Mininni cites five ways to break the rules in package design in a successful manner. He uses examples that clearly take consumer products out of basic commodity status; that have the potential to make them category leaders. “Brand alignment is extremely important. Edgy brands can feature edgy packaging. Evolution is important, especially for sustainable brands. How to break ground in a manner that clearly speaks to the brand’s values? How can packaging break the “category mold” to stand apart? Can limited edition or seasonal packaging feature some whimsy and bring some fun to consumers? Without losing the all-important reference back to the brand, that is.”

Mr. Mininni also delves into how established brands can break the rules with new packaging and avoid loss of consumer recognition and market share. He cites examples of package refreshes that may hit or miss the mark. “There’s a line here between playing it too safe with formulaic category packaging or straying too far from the brand and its attributes”, Mr. Mininni stated in an interview.

“For me, there’s a central question in all of this. Why would marketers work hard to differentiate their brands and then execute packaging that looks and feels the same as their competitors’? Why would they work to create positive, memorable experiences with their brands and fall down with their product packaging when it’s the most tangible representation of those brands?”