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The Leaders Praise The Marketer's Guide to Successful Package Design -One of the first keys to unlocking the 'black box' of successful packaging development, this book will provide the reader with fundamental principles to achieve a compelling competitive advantage through packaging. -- Terry T. Schwartz Director of Packaging and Creative Services Kraft Foods, Inc. -This book will become an essential source of reference for all those with a specialist interest in brand identity and package design. . . . There is no other more comprehensive yet easy-to-grasp summary of all key criteria...

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.