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Understanding Desire—Nathan Hendricks Explores What People Really Want on BeautyPackaging.com

What separates effective and relevant advertising from the inconceivable amount of psychic trash we are exposed to each day? LPK’s Chief Creative Officer Nathan Hendricks shares his inspiration for creating unforgettable design in an “Expert’s View” column for BeautyPackaging.com. Understanding the true source of human action—Desire—can inspire great design and irreplaceable brands.

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