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Influence From the Outside

By: Robert F. Brands
Posted: April 4, 2012, from the April 2012 issue of GCI Magazine.

page 3 of 5

Finding the holy grail of trendsetting packaging requires an innovation mindset. Ask yourself: from the C-suite to the rank-and-file, does your company scour the world of consumer products, art, nature and beyond for inspiration? Does it welcome vision and contributions from across the organization?

It is imperative to encourage the creative spark that ignites broader thinking and inspiration. Sustainable inspiration is vital to the continued growth of your company and your brand, but you must first identify its source within your organization and channel and nurture that wellspring.

Further, the development of trendsetting packaging designs requires a finger on the pulse of popular culture, an ability to anticipate consumer tastes and a complete understanding of your brand’s core values.

Finally, you must seek out fruitful partnerships with suppliers that have the technical sophistication and support teams in place to make your grand package design vision become reality.


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