Package Design - October 2012 - 4

FROM THE EDITOR

by LInDa casEy
11262 Cornell Park dr. Cincinnati, oh 45242

Falling for Flourish
N
ot too long ago, I was a strict follower of the minimalist crowd. My thinking was that my life was crowded enough and stark surroundings were a welcome relief. Retail aisles of stark white or basic black packages catered to consumers like me, who had sought the whitespace missing from their lives in the objects that surrounded them. I still wake up every morning wanting to do much more than any human can possibly fit in 24 hours, but I’ve grown bored with minimalism. A jam-packed to-do list means there’s little time for play, so I take whimsy where I can find it. More and more that whimsy can be found in retail aisles. Scaled-back color palettes and streamlined forms are making way for celebrations of colors complete with add-ons such as ribbons, bows or—in the case of the PPC awardwinning Mars Chocolate’s Valentine Heart packages spotlighted on page 58—a sweet treat. Those little hits of whimsy aren’t relegated to special occasions only. Another PPC award winner—the Crest Complete holographic toothpaste box on page 59—uses bright cartons with a micro-embossed reflective coating to bring a sense of excitement to the very everyday task of brushing your teeth. The DuPont Award-winning Tide Pods canister and refill pouch (page 26) are powerful pops of color on retail and consumer shelves. Even the primary packages aren’t just plain, transparent, dissolvable pods. Procter & Gamble delivers a visually delightful design that also extends Tide’s branding with color and a message of efficacy from the pod-compartment shape. I encourage you to check out these award-winning packages at the Showcase of Packaging Innovation at this year’s Pack Expo International in Chicago. (As many of our regular readers know, our Annual Awards issue serves as a companion to the showcase and is distributed from the event’s Brand Zone and delivered to our regular subscribers.) While at the show, be sure to visit Package Design at booth N5631. We’ll be displaying prototypes from the four competing firms in this year’s Makeover Challenge, sponsored by Hazen Paper Company. While there, you can cast your vote for your favorite redesign concept. If you’re not attending the show, you can vote online by visiting www.packagedesignmag.com/vote.

Editorial dEpartmEnt Editor-in-ChiEf Linda Casey linda.casey@stmediagroup.com managing Editor Ben P. rosenfield ben.rosenfield@stmediagroup.com ContriButing Editor Patrick henry pat.henry@stmediagroup.com art dirECtor Laura mohr laura.mohr@stmediagroup.com ProduCtion Coordinator Linda Volz 513-263-9398 linda.volz@stmediagroup.com SalES dEpartmEnt PuBLishEr Julie okon 317-564-8475 / fax: 513-744-6909 julie.okon@stmediagroup.com assoCiatE PuBLishEr John t. Lyons iii 770-955-2923 / fax: 610-296-1553 john.lyons@stmediagroup.com CorporatE Staff PrEsidEnt tedd swormstedt PaCkagE dEsign suBsCriPtion sErViCEs P.o. Box 1060 skokie, iL 60076 P: (847) 763-4938 f: (847) 763-9030 Pd@halldata.com rEPrints / E-Prints / PLaquEs mark kissling 513-263-9399 mark.kissling@stmediagroup.com

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2012 annual awards issue

Package Design - October 2012

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