Packing a Punch: Using Packaging as Effective Advertising and Communication to Build Your Bottom Line

With some 30,000 items in the average supermarket, consumers are bewildered by choice. The authors of this paper argue that good design provides a way in which consumers can avoid becoming paralysed by choice.

Packing a Punch: Using Packaging as Effective Advertising and Communication to Build Your Bottom Line

Chris SinclairIpsos Novaction & Vantis UK

Andy KnowlesJKR

Packaging is often the last element of a mix to be tested, and usually as an after-thought. Few clients or research agencies are experts in packaging research, and few tools exist which have consistently and reliably identified the real role of packaging in the NPD process.

Design agencies have a poor view of research. They see their designs, which have been produced through careful examination of the category and aims of the NPD, being assessed...

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