TITLE

Analytical approach aids in design

AUTHOR(S)
Kleefeld, Hans
PUB. DATE
November 1998
SOURCE
Marketing News;11/23/98, Vol. 32 Issue 24, p14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses the importance of taking a methodological approach to understanding packaging design. Packaging has undergone many changes. Two decades ago, retailer's shelves displayed mostly national brands and pre-sold consumers were exposed to these packages before they even entered the store. Back then, the main task for packaging was to feature brand identity through colors, marks or name styles that linked products to their advertising. The intrinsic appeal of packaging was not deemed negligible, but it played a secondary role.
ACCESSION #
1306787

 

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