The Package Design & Development Summit brings together package design and development professionals seeking the latest trends, tools and technologies to create competitive packaging that drives growth. Join us and hear prominent designers, innovators, and development professionals share their insights and best practices. It’s the place to find the inspiration and innovation for your next package AND the contacts to make it happen. Plan now to attend!

2010 Summit Highlights

The Rise in Value-Based Innovation and Its Impact on Packaging's Future

The 2010 Package Design and Development Summit – held March 2-4, 2010, in Clearwater Beach, FL- showcased a new era for many brand owners and designers punctuated by the need for value-based innovation.

Keynoter Peter Clarke told the
2010 Package Design and Development Summit audience that "brand trust is integral to success."

In keynote addresses, Peter Clarke of design firm Product Ventures and Asad Hamid of Campbell Soup emphasized the need for brand owners and packaging companies to face up to new market realities. With many consumers now changing their buying behaviors to get back to a simpler, more frugal lifestyle, that means an adjustment in packaging too.

“Many consumers are right-sizing their lives, and I don’t think it’s just a fad,” Hamid noted. “It is not necessarily about offering the lowest price but the highest value.”

Peter Clarke of Product Ventures and Asad Hamid of Campbell Soup answer questions onstage

Clarke emphasized that more needs to be done to focus on value in a new era where consumers cherish simplicity, transparency, affordability, and a candid relationship with the company’s package that allows them to make the right choice.

“We’ve all woken up to the need to hit reset, take a step back and be smarter in we’re doing,” said Clarke, founder and ceo of Product Ventures.

The 2010 Package Design and Development Summit, featured a host of presentations offering learning lessons for those engaged in all aspects of package development:

• Packaging must provide brand trust and build back the loyalty that has recently been diminished (Peter Clarke, Product Ventures)
• The consumer trend of “right-sizing” and making lives simpler has changed the brand paradigm (Asad Hamid, Campbell Soup)
• Brand owners must strive for “performance with a purpose” in packaging and offer greater value to consumers that defends the brands (Denise Lefebvre, PepsiCo)
• A major strategy executed in packaging is to offer greater brand differentiation with lower total product costs (Stuart Leslie, 4sight inc)
• The sensory and experiential experience must be blended with the functional to create the most effective packaging (Russ Napolitano, Wallace Church)
• Truly great packaging insights must have more than an emotional hook and a rational reason for being (Jack Gordon, AcuPOLL Precision Research)
• High-profile product campaigns require the use of more package prototyping and upfront design work before the product is even ready (Jon Dinapoli, Coty Prestige; Mike Spielman, Comp24)
• Younger consumers are returning to a communal, socially adept world that emerged in the early 1970s and packaging must adapt to that (Robb Ziegler, Brandimation)

This event also unveiled some new technology and package introductions, including:

• Method’s Rudi Becker introduced its new laundry detergent, a category-transforming dosing pump now coming to the market
• EskoArtwork’s Kris Van Bael showcased new 3D technology to create curved models for shrink sleeves on flat computer surfaces
• Scanbuy’s David Javitch discussed the advent of cell phone technology that connects to a package on a store shelf
• User Centric’s Gavin Lew and Aga Bojko introduced eye tracking technology and discussed its advantages and limitations
• NextLife’s Jim Scott and Marc Goldenberg unveiled new Dell packaging using the company’s collaborative sustainability solution

Rudi Becker of Method, Inc.

Stuart Leslie of 4sight inc

The 2010 Package Design & Development Summit attracted approximately 150 packaging professionals. Sixteen leading industry suppliers showcased package design tools, packaging materials and services at the Brand Owner’s Resource Expo & Reception on Wednesday evening, March 3.

The 2010 Package Design and Development Summit Conference Proceedings CD is now available for purchase.