Too many packages fail to adequately clarify what the product inside does and, by association, declare a price-value relationship that helps consumers confidently purchase the right product.

With color one obtains an energy that seems to stem from witchcraft.

—Henri Matisse

The package:

E Powered by Energetix Drink (marketed in Germany)
Summary: Producer: Energetix. Contents: 250-mL; size: 1750 mm high, 750 mm wide; material: glass; package style: bottle with stand made of metal; price: 43 Euro.
Description: The decorative frog contains two magnets.

How much weight does the sustainability factor carry with consumers?

It’s all about stewardship, life, and energy, and it’s playing out in the beauty and health and wellness categories.

When a brand favored by professionals goes mainstream, communication challenges with the new audience can be considerable. The products are usually of premium quality, with a corresponding price point. The right packaging is essential in introducing the brand to mainstream consumers.

Editor's note: With this issue, we welcome Robert Croft, a design industry veteran with a gift for seeing "what could be," and the ability to translate those ideas into workable, visual packaging concepts. His What if... columns will publish periodically in Shelf Impact!'s e-newsletter and in printed inserts of Shelf Impact! in Packaging World magazine.