What makes packaging exciting? with David Ziegler-Voll of Marketing by Design

When you think of really fun store brand packaging, what’s the first thing that comes to mind? It would be no surprise if “Trader Joe’s” was your answer as the mostly private label grocer has long been a leader in creating interesting, clever designs out of packaging that could easily be very basic.In this episode, we speak with David Ziegler-Voll, who was formerly Trader Joe’s Senior Package Designer for ten years and is now Creative Director at Marketing by Design. Having designed about 150 Trader Joe’s SKUs a year, Ziegler-Voll highlights important packaging design tips from his extensive first-hand experience. Ziegler-Voll, for instance, suggests designers remember that the "brand book" (i.e., the stuff about a brand's font type, color, etc.) only tells so much about a brand, and it certainly does not convey authenticity, cleverness, or specialness to consumers. You might need a little out-of-the box thinking for that.As fresh design efforts are poured into the growing private label segment, food and beverage brands can learn much from the man who helped make Trader Joe’s packaging so memorable.