Packaging energized by power of design.(company brand recognition )

Plastics News, March, 2006 by DeRosa, Angie

Byline: Angie DeRosa The reverse taper of the Yoplait yogurt container has won the company brand recognition on its package alone. It's an old example, yet a classic case, of the power of design in building a brand name. These days, design is playing an ever-greater role in packaging, as manufacturers compete for precious retail shelf space and functionality becomes a key driver in choosing one product over the other, according to several sources in the packaging industry.

"It's customer-valued features that will make a difference,'' said Dan Abramowicz, executive vice president of technology and regulatory affairs for Crown Holdings Inc. in Philadelphia, during a Feb. 27 presentation at the Packaging Strategies Conference in Ponte Vedra Beach, Fla....