White Papers

Unlocking the Power of Package Design: Building a Business Case

August 25, 2011
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An outline of a strategy for quantifying the business value of a fresh package design in order to secure authorization for new packaging initiatives.


Design, and more specifically package design, can be a powerful contributor to a brand’s success. There are many examples of how design has transformed brands and companies, yet framing design innovation as a “need to have” rather than a “nice to have” is sometimes an uphill battle. This paper presents ideas for how to build a compelling business case for custom package design and offers tools for how to improve the odds of getting the best designs off the drawing board and into the marketplace.

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