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Packaging Design: Successful Product Branding From Concept to Shelf, 2nd Edition by Sandra A. Krasovec, Marianne R. Klimchuk

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Key Points about the Design Process

  • Understand the long-term strategic objectives for a product or brand.
  • Analyze the product and category characteristics.
  • Paint a picture of the strategic objectives in the marketing brief.
  • Involve all the stakeholders.
  • Manage time appropriately.
  • Ask pertinent questions up front.
  • Follow a sequential design process.
  • Establish visual hierarchy.
  • Consider sustainable packaging options.
  • Keep the consumer in mind at all times.
  • Assess how the potential design solutions communicate in the retail environment.
  • Be able to define, defend, and provide a rationale for design concepts.
  • Present flawless comps.
  • Plan for production.
  • Check and double-check production files for accuracy.

1 Elizabeth G. Miller and Barbara E. Kahn, “Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice,” Journal of Consumer Research 32, no. 1 (2005): 86–92.

2 Case study text provided by Amore

3 Malcolm Gladwell, Blink: The Power of Thinking without Thinking (New York: Little, Brown, 2005).

4 Jonathan Asher. executive vice president at Perception Research Services (PRS).

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