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

August 2014 New Food Products

This month’s new food products are organic coffee, hatch green chili tzatziki, cultured soy, kernel cooking oils, snack seasoning, thin Swiss cheese, tea and lemonade blend, crispy fish shapes, mole rojo braising sauce, sausage & cheese pita pocket, and chicken club pizza.


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 August 2014 cover

August 2014

The August 2014 issue of Private Label Buyer includes articles on non-food grocery items, as well as category insights on store brand spreads, healthcare, and personal care. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
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.

PLB Marketplace


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px