Remember the Importance of Packaging Design, Panel Cautions

September 30, 2010
/ Print / Reprints /
/ Text Size+

Packaging design is a key element in the marketing  mix that's often overlooked when rolling out new private label offerings,  warned members of a Wednesday panel discussion at the Private Brand Movement Conference in Chicago.
“Brand design is absolutely critical to strategy. I believe it is absolutely critical to 21st century business of any kind. The challenge is few, if any, industries are really set-up to handle it properly,” said Moira Cullen, senior director, global design, The Hersey Company.

“From a retailer perspective, especially in Meijer, having design as part of your company is crucial,” said Vicki VanHurley, packaging design supervisor, Meijer. “Packaging has a job to do and if we aren’t part of the strategy we are disjointed. It is very important to get people to see that.”

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.



Image Galleries

September 2013 New Non-Food Products

This month’s new non-food products include soft chews for dogs, bottle labeling technology, skin-care products, eyebrow razors, and baby-safe laundry detergent.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts


Private Label Buyer Magazine

PLB April 2014 cover

April 2014

The April 2014 issue of Private Label Buyer includes articles on Omnichannel, store brand sauces, and more. Check it out today!

Table Of Contents Subscribe

NBB Private Label Foods

Which factors will drive further awareness—and development—of national-brand-better (NBB) private label foods?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

plbuyer superstore logo


facebook_40px twitter_40px  youtube_40pxlinkedin_40px