The Marketer's Guide To Successful Package Design / Edition 1

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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. They analyze all the marketing and design components needed to create effective packaging solutions that support and fulfill marketing objectives and strategies. Chapter coverage includes:

  • Identifying the strategic issues involved in creating the right packaging program for your brand
  • Organizing internally and choosing the right design consultant
  • Developing your brand's personality and strategy
  • Planning creative directions
  • Communicating brand and product information effectively
  • Using consumer research creatively to hone in on your customer
  • Strategizing and developing packaging for special markets
  • Choosing the best packaging structures and materials for your product
  • Identifying and avoiding legal obstacles
  • Evaluating the impact of digital and other technological innovations on packaging in the coming years
When time is short and the stakes are high, you need authoritative guidance for achieving your goals. Reach for The Marketer's Guide to Successful Package Design.
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Editorial Reviews

An analysis of the marketing and design components needed to create effective packaging solutions that support and fulfill marketing objectives and strategies. The authors discuss forming a plan of action, selecting the designer, the steps in a design program, consumer research, considerations for special markets, the technology of packaging, and the laws governing the industry. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780844234380
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 5/11/1998
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 272
  • Product dimensions: 7.30 (w) x 10.30 (h) x 0.90 (d)

Meet the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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Table of Contents

1. The Package Is the Product 2. Package Design: More than a Pretty Picture 3. The Strategic Role of Package Design 4. Taking the Bumps Out of the Road 5. Selecting the Designer 6. Preparing for the Race 7. Creative Development: Where the Rubber Meets the Road 8. Consumer Research: Navigating the Category 9. Store Brand Packaging: Friend or Foe? 10. Package Design for Special Markets 11. The Technology of Packaging 12. Packaging and the Law 13. Staying on Target Long-Term 14. Where Do We Go from Here?
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