Introduction:
Welcome to an insightful journey into the world of packaging and design thinking with the accomplished entrepreneur and innovative designer, Vicki Strull. Throughout her illustrious career, Vicki has carved her niche as a leading creative force in the packaging realm, blending design expertise, brand ideation, and digital print leadership. In this article, we explore the pivotal role of packaging design in consumer engagement, essential business strategies, and the art of inspiring design.
1. The Evolution of Packaging Design:
Vicki Strull’s journey into graphic design and packaging commenced in the 1990s, and since then, her expertise has been an invaluable asset to the industry. Her background spans pivotal roles in packaging printing and with industry giant HP, where she cultivated a deep understanding of packaging innovation and the power of digital print. The evolution of technology and Vicki’s insights into the real-time adjustments during print checks underscore the dynamic nature of packaging design.
2. Diversifying Income Streams:
Vicki’s multifaceted career is a testament to the importance of diversifying income streams, encompassing design work, consulting, speaking engagements, and various impactful projects. This approach not only showcases the versatility of her skills but also reflects the resilience and adaptability required in a rapidly evolving industry.
3. Challenges and Misconceptions:
In our conversation, we delve into the misconceptions brands often have about packaging design. Vicki’s astute observations underscore the significance of restraint in information overload and the pitfalls of imitating existing designs. Her recommendations for utilizing QR codes, optimizing packaging space, and aligning social media conversations with ROI discussions shed light on the strategic approach mandated in today’s design landscape.
4. The Perils of “Shady Packaging” and Greenwashing:
Vicki’s mission to reveal deceptive packaging practices and greenwashing unveils crucial insights into maintaining integrity and transparency. From highlighting instances of shrinkflation to emphasizing the importance of staying true to core values, her expertise steers the conversation toward ethical and authentic packaging practices.
5. The Power of Collaboration and Inspiration:
As the conversation progresses, the significance of collaboration and breaking down silos in the industry emerges as a critical theme. Vicki’s emphasis on how packaging and design should inspire underscores the transformative potential of intentional, innovative design in fostering consumer engagement and loyalty.
Conclusion:
As we conclude our exploration of Vicki Strull’s expertise, her exceptional journey from design work to understanding the impact of business terminology on design leaves an indelible impression. The invaluable intersection of business acumen and creative vision in packaging design underscores the compelling need for intentional, impactful design. Vicki’s career trajectory, coupled with her compelling insights, serves as an inspiration for creative professionals seeking to navigate the dynamic landscape of packaging and design thinking.
Vicki Strull is a seasoned professional in the creative industry and has been shaping the world of design thinking, brand ideation, and digital print leadership since 1996 through her consultancy. She is also the founder of Vicki Strull Design, served as Principal, Creative Director, and Graphic Designer for over a decade. Vicki’s expertise further expanded during her time as Executive Creative Director at WS Packaging Group. Additionally, she has been contributing her skills as a Board Member of Good Thinking Atlanta, emphasizing her commitment to using design for positive change. Vicki’s extensive experience and innovative approach make her a respected figure in the field of creative direction and digital print leadership.
- Linkedin: https://www.linkedin.com/in/vickistrull/
- Email: vicki@vickistrull.com
- Website: https://vickistrull.com
