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...