An upcoming RFP opportunity has me thinking about packaging a great deal (or a greater deal, at least) lately. When that happens, there’s only one thing to do: aim my laser-like focus on The Dieline.
The cool thing about The Dieline is that they’re interested not only in the nuts and bolts of product packaging—form and function—but about the brand—the emotional connection consumers make with the product through the packaging. The former and latter are really inseparable, but all too often overlooked.
For those that have embraced the overarching emotional experience—and response—to product and the container it comes in, there is another level of contemplation: an excellent article by Ted Mininni of Design Force, which explores the importance of “The Second Moment of Impact.” Read it .