10 rules to live by when creating package designs

04/24/2013 | Advertising Age (tiered subscription model)

Strong package design is ever more critical to the success of consumer-packaged goods considering the competition for shopper attention -- supermarkets now hold 38,000 items on average, up from a little more than 10,000 in 1977, according to the Food Marketing Institute. In this article, Ben Steele and Michael Connors of design shop Hornall Anderson outline 10 rules to follow when creating package designs, using example from clients including Doritos, Quaker Oats and Red Hook beer.

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