4 The Design Process

The design process translates marketing strategy into packaging; its ultimate goal is to put the packaged product in the hands of consumers. If the process begins with the need for a product's physical containment, which protects it and makes it transportable, its end is a packaging design that serves as an effective sales tool, one that aligns with all established marketing objectives.

Get Packaging Design: Successful Product Branding From Concept to Shelf, 2nd Edition now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.