For many companies, though, this may be easier said than done, according to Jacques Rossouw, the creative director at the design and branding firm Voice Box Creative. He explains that a successfully designed package and brand not only takes into account consumers’ ever-changing whims but also requires companies to look inward to identify their own values and evaluate the best ways to communicate them succinctly on limited real estate.

Source: Soup-To-Nuts Podcast: Emerging design and packaging trends to meet changing consumer values

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