The Marketer's Guide To Successful Package Design
Herbert Meyers
- 16 mei 1998
- 9780844234380
Samenvatting:
Covers a successful packaging development. This book provides the reader with fundamental principles to achieve a competitive advantage through packaging.
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
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