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  • Packaging is proven to influence purchase decisions
  • Packaging is proven to influence purchase decisions
    Chase Elliott Clark (2011) ©

Packaging is proven to influence purchase decisions

Whether it’s the curving red typeface pasted across the glass of a Coca-Cola bottle, or the sharp curves of a Toblerone triangle, well-designed packaging is hard to forget. And research conducted by Nielsen suggests that it’s even more influential than marketers imagined.



  • Article image How is food packaging being repackaged?

    Eating patterns have changed – instead of preparing three meals a day, many people now snack on convenience food. As a result, there’s a growing demand for packaging that’s smart, eco-friendly and easy-to-use. How can brands use innovative design to meet the needs of these conscious consumers?

  • Packaging problems are leaving Boomers vulnerable Packaging problems are leaving Boomers vulnerable

    More people in Britain are celebrating their 100th birthdays than ever before, but many of us fear growing old. As independence decreases with each passing year, the elderly are left feeling powerless, even if they're young at heart. And packaging on supermarket goods is another added stress.

  • Article image EOS: making lip balm a pop culture phenomenon

    EOS lip balm has become a cult hit, selling over 1,000 units per week at Selfridges in 2013 and being named the fourth most influential brand in the world for female Gen Yers. But how has a seemingly dull product spawned one of the most coveted and identifiable brands for women around the globe?

  • Article image Chipotle's Cultivating Thought: cups and bags with stories to tell

    “Must a cup or bag suffer an existence that's limited to just one humble purpose?” Given that, as part of its Cultivating Thoughts campaign, Chipotle’s packaging is now adorned with evocative literature, the chain doesn’t seem to think so. But is there such a thing as intelligent wackaging?