How do you create good packaging design? NDR television visited the Peter Schmidt Group

Hamburg, 15.11.2022

How is really good packaging brought to life? To find out the secret, NDR television visited us in our Hamburg office. We revealed a few insights – and optimized well-known brands.

Why does one product become a bestseller while another collects dust on the shelves? What secrets do designers use to make packaging appear sustainable or exclusive? Well, if anyone knows, it's the Peter Schmidt Group – thought Jo Hiller, presenter of "Markt" in NDR television.

Lukas Cottrell and Prof. Ruediger Goetz gave him an interview about the process of creating a packaging design and, at the end, hand Jo a hard drive with optimized designs of some classics: Will these perform better in user testings than the originals? Find out in the report "Die Tricks der Verpackungsindustrie" – available in the ARD Mediathek.

Your contact persons