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10 Secrets to Eye-Popping Package Designs

How Brands Stand Out, From Quaker Oats to Doritos

By Published on .

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:

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