This is your second of seven free items this month.

To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

10 Secrets to Eye-Popping Package Designs

Published on . 0

It's what's on the inside that counts. Except in marketing, where a flawed package design can ruin even the best products backed by the slickest ads. This is especially true today as consumers face a dizzying array of choices on-shelf. The average number of items sold at a supermarket has ballooned to more than 38,000 from 10,425 in 1977, according to the Food Marketing Institute.

So how do you make your package stand out? To find out, Ad Age recently caught up with Omnicom Group's Hornall Anderson, a Seattle-based design shop that works for big marketers like Starbucks, PepsiCo, Microsoft and Unilever. Using examples from their clients, the shop identified 10 top trends.

Here is a summary of our conversation with Executive Creative Director Ben Steele and VP-Design Michael Connors:

In this article:

Read These Next

Knucklehead Signs Leggatt, Miller Launches Digital Studio in Burbank and More

Alexandra Jardine on 07.22.2014

Del Campo Saatchi Creative Chiefs Move to Europe; Dunn Joins FCB West and More

Alexandra Jardine on 07.21.2014

Rewind: Nike's 'Chicks Dig the Long Ball'

Max Willens on 07.17.2014

Comments (0)