Creativity + Strategy in Packaging: A Perfect Pair

When it comes to packaging, creativity and strategy go hand in hand. When the two complement each other, magic happens!

Craig Valentino, TGIM (Thank God It’s Monday) is the design work of Craig Valentino from New York’s beautiful Hudson Valley. Craig specializes in graphic design, branding, art direction and product graphics.

In the broad field of design, the packaging is one of my favorite things to work on. I love applying design aesthetic to something tangible that I can hold in my hand, an aspect of life that still begs for our attention in a digital age. And any designer will tell you how special it is to see their work out in the real world. To me, the packaging is one of the many vessels that help carry a brand (not simply the brand’s product) to the consumer. So yes, there’s much more strategy involved in the creative process beyond simply what looks and feels good. But let’s be honest, looking and feeling good is awesome!

Strategy alone won’t give you goosebumps like the creative design aspect. To this point, the balance of creativity and strategy in my work, and in general, is super important in packaging.

Strategic design decisions for packaging certainly need to be made...

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