Marketing strategy: Packaging, labelling

 

Gary Grossman, president of Innovation and Development Inc., discusses product and packaging innovation in the context of the US deodorant market and the development of Gillette Clear Gel. He describe ...

Jon Montgomery, a partner at Hudson Group New York, and Michael Lieberman, president of Multivariate Solutions, ague that quantitative evaluation is an essential component in the brand naming process. ...

Gaston van de Laar and Lianne van den Berg-Weitzel, from Claessens Product Consultants, discuss how brand design can inspire and involve consumers, now that product experience and presentation are rec ...

In the bear-pit that is the retail environment, only one thing marks out the winners from the losers: being noticed. Without the right packaging and the right location, any product can end up lying du ...

The shape of a brand's packaging is a crucial factor in achieving two fundamental objectives - visibility on-shelf, and brand understanding. The authors argue that the 3D aspects of pack design can c ...

This article discusses in considerable depth the question of whether pack design reflects changes in society. The authors argue that the influence of trends can be seen in advertising but the brand n ...

When consumers think of a brand they usually picture the package. Most marketers focus on its advertising. In a recent study the contribution of the current advertising to the brand's health and pos ...

This paper considers the empirical determination of the effects of on-pack nutrition information on brand-choice behavior. It approaches the effects of nutrition characteristics and interpersonal diff ...

Describes a study that investigates the effects of different design colours on the same product, particularly in the way that it is perceived and evaluated by consumers. The experiment reported is pa ...

This research confirms that a nation's culture has repercussions for its packing design. How this is handled is up the owner of the brand. If a packaging design is to be adopted to the perceptual fr ...

This article describes a packaging innovation called the Air Box, which has been developed in to a display window for fragile items.

The author looks back over forty years of brand packaging design in the USA - quoting examples from many companies from Corning to Haagen-Daz.

Starting from the premise that 'the package is the product', the author, the head of a pack design company, describes his design methodology which integrates pack design into the product development p ...

In this paper, first the relevance of packaging and its colour is discussed. Though this subject has been a research topic before, a methodology for researching this subject systematically and thoroug ...

This paper will mainly show the actual interest patients feel towards the instructions but also the difficulties they face in trying to understand them accurately and will suggest ways to eliminate th ...

As a result of media coverage and other events, public awareness and concern about the environment, particularly in highly industrialized countries, has grown. Given the desire of many consumers for e ...

This paper points out the need for advertisers to consider the amount of label/package ingredient information as a variable influencing consumer quality perceptions. Previous research results linking ...