Summer Package Designs

Summer designs aim to boost soda, beer and tissue sales 
By Bruce Horovitz, USA TODAY

These Kleenex boxes are designed to look like waffle ice-cream cones. Kleenex.

Folks who sip a Coke, munch a Chips Ahoy or sneeze into a Kleenex this summer can't avoid noticing summer-theme package designs.

It's about sales. Marketers know shoppers can be swayed to buy a product not just because of what's inside the box or bottle, but what's on the outside. That's why package design has become a $1 trillion industry. Even a fraction of a percentage of increased sales can separate a successful selling season from a lousy one. So consumer product giants are adding a splash of summer to packaging.

"People look at brands and see a sea of sameness," says JoAnn Hines, a package design consultant. "But a unique shape, design or color that says summer can take them out of the me-too category."

Read the Article