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Updated packaging is the tent pole of a brand makeover. New packaging creates an opportunity to fix all of the things that didn’t work. It can also reintroduce customers to a brand using a new value angle. Of course, brand managers face lots of pressure to make the most of an update. Take a look at what to avoid, what to embrace, and what definitely needs to be on your “must-have” list for new pac …

Product packaging isn’t finished until it has a finish. Using the right finishing method is essential for creating a quality experience for customers. Brand managers often find themselves with a choice between soft-touch coating and soft-touch lamination once all of the other packaging decisions have been finalized. Which one is the best option?There’s actually a lot to consider when making the ch …

Lamination often doesn’t get its due in packaging conversations. This results in brand managers not hearing about lamination options until those rushed final steps of giving the “go” to updated packaging. The truth is that lamination deserves priority in a packaging conversation because it’s the step that turns packaging from a concept to a consumer-ready reality. How it’s done will ultimately imp …

Bring the Shine: What Is Varnish for Product Packaging?Varnish is the enhancement far too many brands don’t know they need when picking out packaging materials. What may seem like a minor afterthought creates a huge shift in the appearance of product packaging. Varnish is a type of coating that protects and enhances a finished product. A coating can enhance the look and integrity of a package by p …