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Our Blog
We write about our analyses, findings and experiences regarding branding, brand strategy and brand re-design in the FMCG sector.
The Psychology of Packaging Design: Chaos Packaging
Packaging design is much more than just aesthetics—it is closely linked to psychology, emotions, and how our brains work. Brands therefore use certain design codes – or deliberately break with them. Because if everyone uses the same design codes, no one stands out anymore. These packaging irritations (or “chaos packaging”) attract attention, but are not recommended for all brands – and can even be dangerous...
Katja Wagner
Jan 122 min read
Packaging design as a growth lever
VPackaging design is being reevaluated by many brands—and is shifting from a marginal issue to a strategic growth lever. At the point of sale, it is often not the recipe but the packaging that determines whether a product is noticed at all. This article shows why packaging has a significant influence on purchasing decisions today, what consumers expect, and why more and more food and beverage brands are investing specifically in their packaging design.
Katja Wagner
Dec 18, 20252 min read
From D2C to the POS: Optimizing the packaging design
A packaging design that is convincing online has to face completely new challenges at the PoS.
Katja Wagner
Mar 8, 20251 min read
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