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

Chris Sinclair and Andy Knowles

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....

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