The illusion of innovation: When new products and redesigned packs don’t solve a real problem
Will CarusoDesign decisions must be informed by evidence that any changes will solve a real problem. Blindly following trends will likely end in disaster.
Does your Xmas packaging make the naughty or nice list of building a brand identity?
Will CarusoAdoring packaging with festive touches could result in brands disguising what makes them distinctive, says Ehrenberg-Bass’s Will Caruso.