Color rules the visual hierarchy of packaging, but shape might be poised to step into a more prominent role. Anecdotally, defining package shapes seem to be occurring more frequently for newproduct introductions&mdashan observation shared by several brand owners and design consultancies. The trend could accelerate in 2009 and beyond if the economy begins to rebound and consumer packaged goods cpg companies become more comfortable about allocating precious marketing dollars for structural design. The longaccepted visual hierarchy in package design has been color first, followed by shape, graphics, and text. But some branding experts believe that shape might be in the early stages of moving into a &ldquo1a&rdquo status with color as the continued proliferation of products and shelfkeeping units has created an exhaustive rainbow of packaging color down every aisle of the store.here a recent example of how a defining shape is producing highimpact packages in different product categories
