The Leaders Praise The Marketer's Guide to Successful Package Design "One of the first keys to unlocking the 'black box' of successful packaging development, this book will provide the reader with fundamental principles to achieve a compelling competitive advantage through packaging. -- Terry T. Schwartz Director of Packaging and Creative Services Kraft Foods, Inc. "This book will become an essential source of reference for all those with a specialist interest in brand identity and package design. . . . There is no other more comprehensive yet easy-to-grasp summary of all key criteria on this subject. -- Nick Meyer Brosske, Meyer & Ruf GmbH Dusseldorf, Germany "Herb Meyers has been both visionary and innovator in the field of package design. . . . This new book will be must reading for all consumer package marketers. -- Peter Brinkman Vice President, Marketing Maxell Corporation of America "The authors communicate their vast knowledge on how to achieve successful packaging design in an informative and extremely practical way, clearly linking the strategic marketing issues with effective design solutions." -- Christine Drake President International Design Management (London) "The book we have been waiting for! One that gives the keys to joining the marketing way of thinking to the design way of thinking. Nobody could have done it better than Meyers and Lubliner. -- Gerard Caron President Carre Noir (Paris) "The Marketer's Guide to Successful Package Design makes the critical link between the marketing sense that creates brand identity and the design sense that makes products stand out on the shelves and drives sales volume." -- Brian W.E. Weston Vice President Marketing Morton International
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.
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?