As a designer I learned early-on that great design takes talent and ego because for art to communicate and resonate it has to come from the soul. That’s very personal. Soon thereafter (very soon) I learned though that it’s not about me and that I needed to put ‘me’ into my work but others needed to find themselves in it. Package design is perhaps the most dramatic expression of that precept. Those who participate in the creation and deployment of brands and packaging know that the consumer rules and speaking to their needs with authenticity through engaging, inspiring design is job one. As jobs go though, it is certainly a moving target of cultural shifts and changes in the role that branded packaging plays.
