The marketer's guide to successful package design

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

Acknowledgments	p. xiii
Introduction	p. xv
1 The Package Is the Product	p. 1
What Packaging Structure Tells the Consumer About Your Product	p. 2
What Graphics Tell the Consumer About Your Product	p. 7
What Brand Identity Tells the Consumer About Your Product	p. 10
What Copy Tells the Consumer About Your Product	p. 12
What Color Tells the Consumer About Your Product	p. 15
What Pictures Tell the Consumer About Your Product	p. 17
2 Package Design: More than a Pretty Picture	p. 21
Creating Brand Personality	p. 22
The Importance of Brand Identity and Brand Equity in Packaging	p. 24
Constructing a Brand Architecture	p. 32
Brand Extensions and Package Design	p. 34
3 The Strategic Role of Package Design	p. 37
The Decision to Design	p. 38
Package Redesign to Counter Competitive Pressure	p. 39
Package Design to Update or Reposition an Existing Brand	p. 41
Package Design for New Products	p. 47
Package Design for Brand Line Extensions	p. 50
Packaging Relating to Corporate Identity Changes	p. 52
Managing the Package Design Process	p. 54
4 Taking the Bumps Out of the Road	p. 55
Choosing Your Plan of Action	p. 55
Conducting a Thorough Analysis of Your Product Category	p. 56
Analyzing Your and Your Competitors' Packaging	p. 58
Establishing Clear Brand Positioning Objectives	p. 60
Identifying the Attributes of Your Product	p. 62
Determining Communication Priorities	p. 63
Establishing Precisely Targeted Package Design Criteria	p. 64
Taking the Bumps Out of the Road	p. 67
5 Selecting the Designer	p. 71
What Is a Package Designer?	p. 71
Searching for the "Right" Designer	p. 72
Sources for Brand Identity and Package Design	p. 74
The Business of Design	p. 77
Working with the Design Consultant	p. 80
Establishing Costs and Timetables	p. 81
Where Do the Design Dollars Go?	p. 82
Ready, Set, Go!	p. 85
6 Preparing for the Race	p. 87
Steps in a Design Program	p. 88
Orientation Meetings	p. 89
The Marketer's Role as a Catalyst	p. 90
The Linkage Between Advertising and Package Design	p. 91
Develop a Team Dialogue Early	p. 93
Getting to Know Each Other	p. 95
Review of Package Design Criteria	p. 95
Pre-design Consumer Research	p. 96
Category and Marketing Information	p. 97
Review of Manufacturing and Packaging Facilities	p. 99
Scheduling Design Development	p. 100
7 Creative Development: Where the Rubber Meets the Road	p. 103
Graphic Concept Explorations	p. 105
Structural Concept Explorations	p. 106
Concept Selection	p. 107
Refinements and Modifications	p. 109
Packaging Models and Mock-Ups	p. 110
Package Design Finalization	p. 113
Structural Design Finalization	p. 113
Graphic Design Finalization	p. 114
Photography for Packaging	p. 114
Package Design Guidelines	p. 116
Structural Design Guidelines	p. 116
Graphic Design Guidelines	p. 117
Electronic Package Design Control Manuals	p. 120
Limited Edition Package Design Control Manuals	p. 120
Appointing a Manual Administrator	p. 121
8 Consumer Research: Navigating the Category	p. 123
Determining the Right Consumer Research for Package Design	p. 125
Determining the Best Consumer Research Procedure	p. 127
Tachistoscope	p. 130
Eye-Tracking	p. 130
Focus Group Interviews	p. 130
One-on-One Interviews	p. 131
Simulated Store Tests	p. 132
Full-Scale Test Markets	p. 133
Dos and Don'ts of Package Design Testing	p. 133
9 Store Brand Packaging: Friend or Foe?	p. 137
How Store Brands Got Started	p. 138
Building a Store Brand Packaging Program	p. 141
Optimizing the Effectiveness of a Store Brand Program	p. 143
Not All Store Brand Programs Are Alike	p. 146
10 Package Design for Special Markets	p. 151
Packaging for Young Consumers	p. 152
Targeting Kids	p. 152
There Is No Single Kids Market	p. 154
Creating Packages for the Kids Market	p. 156
Packaging for the Fifty-Plus Market	p. 162
Visual Issues for the Fifty-Plus Consumer	p. 165
Structural Issues for the Fifty-Plus Consumer	p. 168
11 The Technology of Packaging	p. 173
Pre-Production Coordination	p. 173
Scheduling Package Design and Production	p. 175
What Marketers Should Know About Package Construction and Materials but Are Afraid to Ask	p. 177
The Most Popular Printing Methods for Packaging	p. 179
Pre-Production Preparation	p. 182
Production and Printing Follow-Up	p. 185
12 Packaging and the Law	p. 187
Keeping Up with the Law	p. 188
Packaging Communications or a Legal Document?	p. 189
Trademarks and Trade Names	p. 191
Trade Dress	p. 193
Color My Image	p. 195
Client-Consultant Relationships and the Law	p. 197
Contracts	p. 197
Ownership of Designs	p. 199
Confidentiality and Noncompete Agreements	p. 200
Post-Project Legal Responsibilities	p. 201
A Final Thought Regarding Packaging and the Law	p. 202
13 Staying on Target Long-Term	p. 203
Retail Cross-Checking	p. 204
Staying on Target	p. 206
Establishing Internal Monitoring Controls	p. 207
14 Where Do We Go from Here?	p. 211
Packaging and the Retail Environment	p. 212
Packaging in the Electronic Age	p. 214
The Globalization of Packaging	p. 218
Insights	p. 223
Glossary	p. 253
Bibliography	p. 269
Index	p. 273

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