THE DESIGN CHALLENGE1 Get the Brief Right

The design brief helps the designer understand his client’s marketing and sales requirements, as well as manage the relationship. The client brief should cover brand, manufacturing, and audience perception concerns. It should define all brand issues such as category competition, design standards, and the audience factors that dictate a specific design treatment or direction. It must explain how the package’s progress will be managed through the manufacturing, warehousing, distribution, and shelving process in the most cost-effective manner.

Finally, the design brief must articulate how the packaging will present the product’s most saleable features and how it will attract consumers in the most convincing ...

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