Summary: 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, effort, and expense either pay off or turn to dust as the customer rejects your product for a competitor's. And that's why this innovative book was written. It isn't about packaging technology or award-winning designs, but it is about winning the big competition--the one where customers determine the winner by ''voting'' with their do
llars. The authors, two top brand identity and package design experts, with a combined 50+ 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.
Summary: 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, effort, and expense either pay off or turn to dust as the customer rejects your product for a competitor's. And that's why this innovative book was written. It isn't about packaging technology or award-winning designs, but it is about winning the big competition--the one where customers determine the winner by ''voting'' with their dollars. The authors, two top brand identity and package design experts, with a combined 50+ 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. ...show less
Edition/Copyright:98 Cover: Hardback Publisher:American Marketing Association Year Published: 1998 International: No
''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, Kraft Foods Inc.
American Marketing Association
View Table of Contents
1.The Package is the Product
What Packaging Structure Tells the Consumer About Your Product What Graphics Tell the Consumer About Your Product What Brand Identity Tells the Consumer About Your Product What Copy Tells the Consumer About Your Product What Color Tells the Consumer About Your Product What Pictures Tell the Consumer About Your Product
2. Package Design: More Than a Pretty Picture
Creating Brand Personality The Importance of Brand Identity and Brand Equity in Packaging Constructing a Brand Architecture Brand Extensions and Package Design
3. The Strategic Role of Package Design
The Decision to Design Package Redesign to Counter Competitive Pressure Package Design to Update or Reposition an Existing Brand Package Design for New Products Package Design for Brand Line Extensions Packaging Relating to Corporate Identity Changes Managing the Package Design Process
4. Taking the Bumps Out of the Road
Choosing Your Plan of Action Conducting a Thorough Analysis of Your Product Category Analyzing Your and Your Competitor's Packaging Establishing Clear Brand Positioning Objectives Identifying the Attributes of Your Product Determining Communication Priorities Establishing Precisely Targeted Package Design Criteria Taking the Bumps Out of the Road
5. Selecting the Designer
What is a Package Designer? Searching for the "Right''Designer Sources for Brand Identity and Package Design The Business of Design Working with the Design Consultant Establishing Costs and Timetables Where Do the Design Dollars Go? Ready, Set, Go!
6. Preparing for the Race
Steps in a Design Program Orientation Meetings The Marketer's Role as a Catalyst The Linkage Between Advertising and Package Design Develop a Team Dialogue Early Getting to Know Each Other Review of Package Design Criteria Pre-Design Consumer Research Category and Marketing Information Review of Manufacturing and Packaging Facilities Scheduling Design Development
7. Creative Development: Where the Rubber Meets the Road
Graphic Concept Explorations Structural Concept Explorations Concept Selection Refinements and Modifications Packaging Models and Mock-Ups Package Design Finalization Package Design Guidelines Appointing a Manual Administrator
8. Consumer Research: Navigating the Category
Determining the Right Consumer Research for Package Design Determining the Best Consumer Research Procedure Dos and Don'ts of Package Design Testing
9. Store Brand Packaging: Friend or Foe?
How Store Brands Got Started Building a Store Brand Packaging Program Optimizing the Effectiveness of a Store Brand Program Not All Store Brand Programs Are Alike
10. Package Design for Special Markets
Packaging for Young Consumers Targeting Kids There Is No Single Kids Market Creating Packages for the Kids Market Packaging for the Fifty-Plus Market Visual Issues for the Fifty-Plus Consumer Structural Issues for the Fifty-Plus Consumer
11. The Technology of Packaging
Pre-Production Coordination Scheduling Package Design and Production What Marketers Should Know About Package Construction and Materials but Are Afraid to Ask The Most Popular Printing Methods for Packaging Pre-Production Preparation Production and Printing Follow-Up
12. Packaging and the Law
Keeping Up with the Law Packaging Communications or a Legal Document? Trademarks and Trade Names Trade Dress Color My Image Client-Consultant Relationships and the Law A Final Thought Regarding Packaging and the Law
13. Staying on Target Long-Term
Retail Cross-Checking Staying on Target Establishing Internal Monitoring Controls
14. Where Do We Go From Here?
Packaging and the Retail Environment Packaging in the Electronic Age The Globalization of Packaging
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