The Marketer's Guide To Successful Package Design

It all comes down to a critical ten seconds--when it's just your product and your customer face-to-face. That's when all of your time and effort and expense either pay off--in a sale--or turn to dust as the customer rejects your product for a competitor's offering. That's when your product is the package. And that's why The Marketer's Guide to Successful Package Design was written. It isn't a book about packaging technology, and it isn't a picture book of award-winning designs, although many of the dozens of examples in this book are award winners. Rather, this book is about winning the big competition--the one in which customers determine the winner by "voting" with their dollars. The authors, two top brand identity and package design experts, with a combined 50-plus years of hands-on industry experience, show how to create packaging solutions that win the battle for the customer during that critical first contact.
This text illustrates how to analyze all the marketing and design components needed to create effective packaging solutions that support and fulfill marketing objectives and strategies. This book teaches students how to:
Identify the strategic issues involved in creating the right packaging program.
Develop a brand's personality and strategy.
Communicate brand and product information effectively.
Use consumer research creatively to hone in on the customer.
Choose the best packaging structures and materials for the product.
Evaluate the impact of digital and other technological innovations on packaging in the coming years.