Understanding the Packaging Landscape
People frequently approach me, perplexed by the lackluster performance of intricately designed packaging that they’ve invested in both financially and emotionally. The confusion deepens when major retailers, including Wal-Mart, Target, Barnes and Noble, and even smaller establishments, request a redesign or reject these visually stunning layouts completely. The underlying reason is straightforward – these designs lean more towards being “coffee table books” rather than effective “consumer packaging.”
