Some print and packaging pieces are worthy of tucking away instead of throwing away — pieces that connect in a special ways with the recipient. In this video recording, designer and design strategist Vicki Strull shares her personal collection of samples she has kept over the years, sharing advice on what makes some projects memorable:

“I’m saving and sharing things that are really inspiring to me,” Vicki explains at the beginning of the session. The video is an insider’s perspective on what it takes to create standout pieces for brands and consumers.

One example Vicki shows is an attractive triangular-shaped bag that folds flat and holds a triangular box inside. Another is a small pyramid-shaped carton that holds one tea bag and promotes a high-end tea company. Yet another (13:50 mark of video) is an invitation printed on an HP Indigo that features a creative fold, brilliant inks and the effect of raised printing on the front.

Vicki encourages PSPs to think creatively when planning and executing print and packaging projects, with the goal of creating an emotional connection with recipients. Doing so is increasingly important as today’s brands aim to distinguish themselves from competitors.