Mistaken identity. It can happen to anyone. Even in the grocery aisle—you go for that familiar blue, white and black package in an excited hurry to complete your grocery run and satisfy your sweet tooth. It’s not until you get home that you realize your brand-name Oreos® are actually generics dressed up in a clever disguise.

You’ve been bamboozled by product design and you’re not the only one. So how do you ensure that this doesn’t happen? Effective package design can help. If your brand is in the business of consumer goods, it’s likely your team has a packaging expert on staff or consultant on hand to offer input and guidance before products hit the shelves. Even still, package design relates so closely with the visual identity of a product and a brand that it’s truly to the advantage of all marketers to understand what makes for effective package design.

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