Packaging redesign is on the rise as a classic branding tool rediscovered. While the standard procedure has been to keep packaging design constant for long periods of time, a recent shift in the market has caused major renovations for many different brands. The shift can be attributed to the fragmentation of media, making it more difficult for brands to fight through the clutter and convey a unique message before the point of purchase.

In adopting new designs, brands have been forced to consider 'green' options as the number of consumers concerned about environmental issues has skyrocketed. Smart packages are now designed to instantly signal the 'green' benefits of their contents. Tide Coldwater, 100% recycled Timberland shoe boxes and Annie Chin biodegradable food containers are just a few of the brands communicating clearly on the outside that it's easy for consumers to be green.

 Read the full article at AdAge.

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