Packaging Design: What's Outside Counts

The recent Tropicana brand packaging re-design debacle shows that for consumers what's outside does indeed count. Here's a link to a New York Times article on PepsiCo's mis-calculated effort to change the look of Tropicana juice cartons:

"Tropicana Discovers Some Buyers Are Passionate About Packaging" - February 22, 2009
http://www.nytimes.com/2009/02/23/business/media/23adcol.html

We have a number of books in the library on packaging design, as well as books about branding:

AiRD Library Catalog Search: packag*
http://www.librarything.com/catalog.php?view=AiRD&deepsearch=packag%2A

AiRD Library Catalog Search: brand*
http://www.librarything.com/catalog.php?view=AiRD&deepsearch=brand%2A


Note the use of the asterisk in the searches above; in LibraryThing the asterisk functions as a wildcard. Therefore, 'packag*' picks up 'package', 'packaging', 'packages', etc. ; 'brand*' picks up 'brand', 'brands', 'branding', etc.