Elizabeth Arden faced a challenge. They wanted to reach a younger and more contemporary woman with their new line of hair-care products. The July/August issue of Fast Company has an interesting slide show detailing the thought process behind the creation of the product packaging for this new product line.
It details the creative process and the thinking that went into each step of the package design process, even the naming of the product. For anyone trying to come up with packaging for a new product line you can learn a lot by checking out the slide show. It explains the reasoning behind the product label, the containers, the colors and the look the whole line.
The impact of your packaging, particularly for a new product, can go a long way towards determining the success of the product. That is why companies like Elizabeth Arden spend so much time and money getting the packaging just right.