The Visionary Package

ISBN-13: 9781403906779 / Angielski / Twarda / 2004 / 242 str.

Herbert M. Meyers; Richard Gerstman

Opis

The retail market is in a revolution which is creating new opportunities in a world of direct connections, where information is exchanged instantly and geography is no longer a barrier. This book contains valuable information and guidelines for marketers, retailers, manufacturers, designers and communication professionals in relation to new opportunities for brands and products through packaging, brand identity and creativity.

Recenzje

'The Visionary Package will inspire marketers and designers to 'let their imagination soar' to achieve new, unique and visionary concepts in both product development and the packaging of these products.' - Tim Canning, Vice President, Retail Marketing, McKesson Corporation

'The Visionary Package does an excellent job of making readers take a second look at the shopping environment they so often take for granted. The Visionary Package is a must read for marketers as well as members, and future members, of the design community.' - Elliot Young, Chairman, Perception Research Services International

'Even though I have been working in the area of branding and packaging since 1987, I learned something new in every chapter of The Visionary Package. Business professionals and students will gain insights into how visionary packaging decisions enable brands to meet critical consumer requirements, be noticed in the competitive retail environment, and build memorable brand equity to become the long-lived brands people value and trust.' - Hope Bober Corrigan, The Sellinger School of Business and Management, Loyola College in Maryland, USA

Spis treści

Introduction : What is Visionary Packaging? PART I: A SHORT BUT IMPORTANT HISTORY OF PACKAGING The Ubiquitous Package The Evolution of Packaging The Power of Branded Packaging PART II: THE CONSUMER MINDSET AND PACKAGING Package Design and the Consumer Consumer Attitudes and Concerns A Broader View Emotional Purchasing The Lifestyle Influence PART III: CONNECTING THE PACKAGE WITH THE CONSUMER Shaping Up The Package in the Retail Store Wal-Mart and Everyone Else Packaging as a Promotional Tool The Package on the Road PART IV: TRENDS IN VISIONARY PACKAGING Brand Packaging The Obvious is not Always Obvious The Designer as a Business Partner Packaging Politics Virtual Package Management All You Need to Know PART V: THE FUTURE OF VISIONARY PACKAGING Packaging Opportunities and Challenges What's Ahead? The Information Bubble The Digital Package New Challenges for Marketers and Package Designers Ready-Get Set-GO!

O autorze

HERBERT M. MEYERS is the retired founding partner of Gerstman+Meyers, a leading Brand Identity and Design Consultancy servicing Fortune 500 clients worldwide. He is a leading branding practitioner and past president of Package Design Council International and recipient of numerous design awards. Herbert Meyers was the first ever to receive the organization's PDC Award for Life time Packaging Excellence and Leadership.

RICHARD GERSTMAN is Chairman of Interbrand US, the world's leading brand consultancy and founding partner of Gerstman+Meyers, with Herbert Meyers. He has worked with international corporate clients including some of the world's leading companies and won numerous design awards and holds several design and utility patents. He is a member of the Brand Design Association, and a frequent lecturer on marketing and packaging issues.