While packaging design may not be in every marketing professional's wheelhouse, a strong design can significantly increase sales and influence purchase decisions. Packaging design should enhance the customer experience, from creating a package for transport to ensuring it's easy to open and appeals to consumers. This Adweek category discusses the nuances of packaging design and demonstrates how top brands have also harnessed this strategy as a viable marketing tool to increase sales. Readers can also learn how some brands are helping the environment with their own unique spin on packaging design.

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4 Ways Consumer Brands Can Break Up With Plastics 

We're approaching a tipping point in our addiction to plastics in packaging.

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A Cup of Soup Dancing in a Microwave? In Times Square, Silly Sells

Why Cup Noodles is prancing inside an extravagantly strange 3D billboard.

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Salma Hayek Crashes a Dinner Party in Kahlúa’s Melodramatic Campaign

Kahlúa's ads starring Salma Hayek assure viewers they can enjoy coffee-based cocktails at home.

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Wary of Rising Plastic Concerns, More Brands Are Turning to Compostable Disposables

Experts warn that there's no silver bullet solution to plastic pollution.

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Diageo’s Generative AI Tool Is Helping Develop Packaging for Its Brands

Tested on Smirnoff and Don Julio Tequila, the platform was created by creative tech agency Phantom.

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Alcohol Brands Are Ditching Glass for Paper to Cut Packaging-Related Emissions

Startup Juliet aims to revamp the reputation of boxed wine.

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Americans Love Cheap Convenience. That Makes Single-Use Plastic Bags Hard to Replace

Major retailers including CVS and Target are piloting new programs, but environmental experts say it's not enough.

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Unilever’s Latest Play to Tackle Food Waste? A ‘Smart’ Mayonnaise Jar

Hellmann’s hopes the temperature-sensitive packaging will get people talking.

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Why Your Brand Should Pivot From DTC to Retail—and How to Do It Right

The move isn't without risks, but CPG companies can mitigate them.

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Blueland and Plastic Pollution Coalition Implore EPA to Regulate Dissolvable Plastic Film

The effort comes after polyvinyl alcohol was detected in breast milk and drinking water.

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Trolli and Halo Infinite Make a Sweet Team for Limited-Edition Candy Packs

Special packaging signals a loaded sweepstakes supporting amateur gamers.

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Built From Waste: Meet the Brands Turning Africa’s Plastic Trash Into Treasure

Coca-Cola and L'Oréal are among the companies supporting recycling innovation.

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French Chocolate Brand Releases Sexually Ambiguous Valentine’s Packs

The illustrations across the packaging images and the aligning ads work together to set a scene using optic illusion

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11 of the Most Accessible Brand Campaigns and Actions of 2021

2021's most resonant disability inclusion efforts reflected a remarkable level of authenticity by implementing changes that have a serious impact beyond any single product.

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Johnnie Walker Bottle Celebrates Hit Netflix Show Using Hidden UV Codes

Johnnie Walker is teaming with Netflix for a special Money Heist themed bottle.