By: Trish Galvez-Tuel
Have you ever walked down the aisle of a grocery store, looked at all of the packages sitting on the shelf, and think (in the words of Talking Heads), “How did [they] get here?” Well, what you are seeing is the end product of a company’s 1-2 year (or sometimes longer) multi-departmental effort to make its package stand out to get you to buy. Prototyping was most likely a part of that effort.
Everyday, companies new and old employ prototype packaging as a means to decide how a final package will look on shelf. Prototype packaging, also known as a mock-up or comp, can be a crucial piece of bringing to life a package that will generate a personal connection between a brand and its consumer.
