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Yurko Gutsulyak — Kyiv, Ukraine

"Packaging design is a kind of game. It has its rules, but it allows for the freedom of improvisation. And the result of a ‘good game’ is that all the participants (clients, designers and customers) are winners."

There are many approaches to creating good packaging. My favourite way is to impress or to intrigue, but you cannot do this with all packaging projects. The main question is: what do we mean by good packaging design? When I start to do packaging the first thing I think about is the people who are going to buy a commodity because of my design. What do they want? What do they expect? Do I need to create something they expect or do I need to create something totally different to shock them?

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