MARKETING AND BRAND CONSIDERATIONS32 A Package as a Sales Tool

Effective package design can make a consumer desire something as benign as soap. A well-designed package can elevate a lackluster product to exceptional status. In fact, some marketers have moved all of their advertising budgets into package design.

To meet sales strategy demands, the designer must conceptualize and execute the following traits in the package design:

• A unique design that allows the product to stand apart from its competition

• A demonstrated benefit or reason for buying, such as economic alternative, category leadership, innovation, and so forth

• A personality that is likeable, meaningful, and relevant to its consumers

• Desirable product features that are enhanced ...

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