Many brands have the same approach with their packaging. More colors! Make the text bigger! Put a happy family portrait on it! The more the merrier. It was great for a packaging as an individual, but things would just not working if you put it side by side with the other packaging who also trying to take a place in the market and eyes of the consumer. Imagine each packaging from a book of the latest food packaging design 2011 is produced and place it side by side. It might caused visual clutter and thus the brand who got loyalty from its consumer would get straight to the top and leave the other brand unnoticeable just because of the packaging.
Packaging is the perfect platform for a product to communicate with the consumer. We have to take one step back and think big. Put your self in the position of food packaging that has been there on the shelf for god knows when. Packaging that has been waiting for you to at least notice and take a look at it. Think about what would packaging do without depending on colors, pictures and texts. It still hold the same purpose, but with different appearance.
Good food packaging design is the design that is very specific to the product contained. The innovative design requires the knowledge of working in a relation with the product itself. And this book will show you ideas on how packaging could be in order to create contrast from the others.