@ The Dieline Conference: Packaging a Brand

David Turner will be speaking at The Dieline Package Design Conference 2013 on Packaging a Brand.

Packaging a Brand

Let's face it. Packaging design is pretty damn hard. As a packaging designer, you face a seemingly endless list of challenges: structure, brand architecture, variants, cross selling, content descriptions, multiple languages, product families, out-of-box experience, trademark law, and government regulation, to name a few. It's no wonder most packaging follows predictable paths to solving these challenges and is therefore often seen as a workhorse more than a thoroughbred, relegated to the bottom of the branding food chain.
But smart marketers are realizing that packaging design is a unique discipline. It's the elevator pitch for the brand. It has to capture the heart and persuade the mind, all in a matter of seconds. And in a world of increasingly fragmented media, it's the only piece of communication that is guaranteed to reach a brand's consumer. It has to perform in a viciously competitive environment. (Where else do you have all of a brand's competitors lined up side by side, vying for attention?). If done right, a package design can provide marketers with the tools they need to lay a trail of visual bread crumbs across all their marketing, leading consumers back to the package and therefore, to the ultimate goal: The sale.
David Turner will use case studies to demonstrate how packaging designers can elevate their standing in the marketing food chain and become the primary authors of a brand’s visual identity.


About David Turner

With studios in London and San Francisco, Turner Duckworth creates iconic design for consumer brands ranging from global leaders to feisty start-ups. As well as helping achieve outstanding commercial results, their designs consistently win many of the industry’s most prestigious awards and have been published broadly. Turner Duckworth won the first-ever Cannes Grand Prix for Design for their work with Coke and a Grammy for their work with Metallica. Creativity Magazine named David as one of the USA’s fifty most creative people.


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Diane Lindquist