Nice Package: Six Principles of Good Packaging Design
Landor's Design Director Ben Chandler on what makes a great piece of packaging

Packaging gets a bad wrap (pun intended) — for everything from destroying the planet to creating an unpleasant sea of “white noise” in the supermarket.

The majority of packaging does deserve our derision, however; it’s often bad for the environment, frustrating to open, or just plain ugly.

So when consumers encounter packaging that’s a pleasure to open, easy on the eye, and environmentally conscious, it can have a genuinely positive effect on your brand.

What defines a great piece of packaging?

Ben Chandler, Design Director of Landor, offers some suggestions.








^{This article was first published in Retail World, the voice of the $80 billion+ Australian grocery sector.}