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The Language of Packaging

By: Aniko Hill
Posted: June 7, 2011, from the June 2011 issue of GCI Magazine.

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Production techniques—including embossing, foil stamping and unique paper stocks—can greatly enhance a brand message, create dimension and ultimately encourage the consumer to pick up the product. Unique or sculptural forms in the form of custom components can also help a brand to stand out in the crowded marketplace.

Successfully executing these three first packaging impressions will help establish your brand as the lifestyle brand that embodies the values and personality of your target consumers in an authentic way.

Aniko Hill is the creative director of The Kitchen Collaborative, which she founded with a determination to innovate the traditional creative business methodology. Her distinct creative and professional vision has produced award-winning work with quantifiable results for clients in categories including health and beauty, fashion, home products and pet care. Her work creating premium lifestyle brands for the sophisticated female market has been featured in top industry publications such as Print, CPC Packaging, and HOW magazines. Hill is also an expert editorial contributor, writing for trade publications such as GCI, Package Design and Beauty Packaging magazines. Graphic Design USA recognized Hill as one of the People to Watch in 2008.