Ted Mininni: Great Package Design is a Core Brand Value

Design Force, Inc. proudly announces that Packaging World has published its president, Ted Mininni’s latest thought leadership article on packaging. “Great Package Design is a Core Brand Value” was published on the publication’s web site on May 17, 2012.

In his latest article, Mr. Mininni prompts brand owners and package designers to elevate packaging from “good to great”. “Great package design substantially increases the value perception of a brand, building consumer loyalty and commanding a higher retail price.”

As the article opens, Mr. Mininni makes the case that the marketplace is filled with examples of “adequate package design”. He also states that there are very few stand-outs as brands blend together in category after product category. How does that help brands maximize their sales potential and go toward building equity and loyalty? It doesn’t.

“Rarely do we see innovative, category-leading brands that don’t place high value on package design. After all, shouldn’t products featuring great design appear in packaging of equally great design? If they don’t, isn’t a mixed message being sent to consumers”?

Mr. Mininni exhorts companies to consider every component of packaging before any package revitalization is undertaken. He points to six aspects of packaging that might be leveraged to make the brand stand out from its competitors. Then Mr. Mininni points to a few considerations to offset new design costs when revitalizing. In a recent interview, Mr. Mininni stated: “Innovating while managing risks and the costs associated with new package design is crucial. Is it worth conducting the research and spending on elevated package design? Ask the question this way: is it worth investing to ensure consumer loyalty for the brand and to attain category leadership. You bet it is.”