The Marketer's Guide to Successful Package

This text illustrates how to analyze all the marketing and design components needed to create effective packaging solutions that support and fulfill marketing objectives and strategies. This book teaches students how to: * Identify the strategic issues involved in creating the right packaging program. * Develop a brand's personality and strategy. * Communicate brand and product information effectively. * Use consumer research creatively to hone in on the customer. * Choose the best packaging structures and materials for the product. * Evaluate the impact of digital and other technological innovations on packaging in the coming years.

Acknowledgments

xiii

(2)

Introduction

xv

1 The Package Is the Product

1

(20)

What Packaging Structure Tells the Consumer About Your Product

2

(5)

What Graphics Tell the Consumer About Your Product

7

(3)

What Brand Identity Tells the Consumer About Your Product

10

(2)

What Copy Tells the Consumer About Your Product

12

(3)

What Color Tells the Consumer About Your Product

15

(2)

What Pictures Tell the Consumer About Your Product

17

(4)

2 Package Design: More than a Pretty Picture

21

(16)

Creating Brand Personality

22

(2)

The Importance of Brand Identity and Brand Equity in Packaging

24

(8)

Constructing a Brand Architecture

32

(2)

Brand Extensions and Package Design

34

(3)

3 The Strategic Role of Package Design

37

(18)

The Decision to Design

38

(1)

Package Redesign to Counter Competitive Pressure

39

(2)

Package Design to Update or Reposition an Existing Brand

41

(6)

Package Design for New Products

47

(3)

Package Design for Brand Line Extensions

50

(2)

Packaging Relating to Corporate Identity Changes

52

(2)

Managing the Package Design Process

54

(1)

4 Taking the Bumps Out of the Road

55

(16)

Choosing Your Plan of Action

55

(1)

Conducting a Thorough Analysis of Your Product Category

56

(2)

Analyzing Your and Your Competitors' Packaging

58

(2)

Establishing Clear Brand Positioning Objectives

60

(2)

Identifying the Attributes of Your Product

62

(1)

Determining Communication Priorities

63

(1)

Establishing Precisely Targeted Package Design Criteria

64

(3)

Taking the Bumps Out of the Road

67

(4)

5 Selecting the Designer

71

(16)

What Is a Package Designer?

71

(1)

Searching for the "Right" Designer

72

(2)

Sources for Brand Identity and Package Design

74

(3)

The Business of Design

77

(3)

Working with the Design Consultant

80

(1)

Establishing Costs and Timetables

81

(1)

Where Do the Design Dollars Go?

82

(3)

Ready, Set, Go!

85

(2)

6 Preparing for the Race

87

(16)

Steps in a Design Program

88

(1)

Orientation Meetings

89

(1)

The Marketer's Role as a Catalyst

90

(1)

The Linkage Between Advertising and Package Design

91

(2)

Develop a Team Dialogue Early

93

(2)

Getting to Know Each Other

95

(1)

Review of Package Design Criteria

95

(1)

Pre-design Consumer Research

96

(1)

Category and Marketing Information

97

(2)

Review of Manufacturing and Packaging Facilities

99

(1)

Scheduling Design Development

100

(3)

7 Creative Development: Where the Rubber Meets the Road

103

(20)

Graphic Concept Explorations

105

(1)

Structural Concept Explorations

106

(1)

Concept Selection

107

(2)

Refinements and Modifications

109

(1)

Packaging Models and Mock-Ups

110

(3)

Package Design Finalization

113

(3)

Structural Design Finalization

113

(1)

Graphic Design Finalization

114

(1)

Photography for Packaging

114

(2)

Package Design Guidelines

116

(5)

Structural Design Guidelines

116

(1)

Graphic Design Guidelines

117

(3)

Electronic Package Design Control Manuals

120

(1)

Limited Edition Package Design Control Manuals

120

(1)

Appointing a Manual Administrator

121

(2)

8 Consumer Research: Navigating the Category

123

(14)

Determining the Right Consumer Research for Package Design

125

(2)

Determining the Best Consumer Research Procedure

127

(3)

Tachistoscope

130

(1)

Eye-Tracking

130

(1)

Focus Group Interviews

130

(1)

One-on-One Interviews

131

(1)

Simulated Store Tests

132

(1)

Full-Scale Test Markets

133

(1)

Dos and Don'ts of Package Design Testing

133

(4)

9 Store Brand Packaging: Friend or Foe?

137

(14)

How Store Brands Got Started

138

(3)

Building a Store Brand Packaging Program

141

(2)

Optimizing the Effectiveness of a Store Brand Program

143

(3)

Not All Store Brand Programs Are Alike

146

(5)

10 Package Design for Special Markets

151

(22)

Packaging for Young Consumers

152

(1)

Targeting Kids

152

(2)

There Is No Single Kids Market

154

(2)

Creating Packages for the Kids Market

156

(6)

Packaging for the Fifty-Plus Market

162

(3)

Visual Issues for the Fifty-Plus Consumer

165

(3)

Structural Issues for the Fifty-Plus Consumer

168

(5)

11 The Technology of Packaging

173

(14)

Pre-Production Coordination

173

(2)

Scheduling Package Design and Production

175

(2)

What Marketers Should Know About Package Construction and Materials but Are Afraid to Ask

177

(2)

The Most Popular Printing Methods for Packaging

179

(3)

Pre-Production Preparation

182

(3)

Production and Printing Follow-Up

185

(2)

12 Packaging and the Law

187

(16)

Keeping Up with the Law

188

(1)

Packaging Communications or a Legal Document?

189

(2)

Trademarks and Trade Names

191

(2)

Trade Dress

193

(2)

Color My Image

195

(2)

Client-Consultant Relationships and the Law

197

(5)

Contracts

197

(2)

Ownership of Designs

199

(1)

Confidentiality and Noncompete Agreements

200

(1)

Post-Project Legal Responsibilities

201

(1)

A Final Thought Regarding Packaging and the Law

202

(1)

13 Staying on Target Long-Term

203

(8)

Retail Cross-Checking

204

(2)

Staying on Target

206

(1)

Establishing Internal Monitoring Controls

207

(4)

14 Where Do We Go from Here?

211

(12)

Packaging and the Retail Environment

212

(2)

Packaging in the Electronic Age

214

(4)

The Globalization of Packaging

218

(5)

Insights

223

(30)

Glossary

253

(16)

Bibliography

269

(4)

Index

273

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The Marketer's Guide to Successful Package Design

Summary

Table of Contents

Supplemental Materials