Simon Thorneycroft

Simon Thorneycroft

Opinion Contributor
Simon Thorneycroft is founder and CEO of Perspective: Branding, an independent branding and packaging design firm based in the San Francisco Bay Area.

How Brands Can Entice Consumers Visually and Avoid the Minimalist Packaging Trap

Simplistic designs often blur together and won't stand out to buyers.

Why More Packaging Should Be Black, and Why It’s So Easy to Get Wrong

Black can be striking and downright sexy, but designers embracing darkness often fail to plan for the real world.