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In a society like ours, where consumer mistrust mass media messages is a given, personal recommendations work best. We should, therefore, concentrate on building brands with credible messages and achieving long-term communication between brand and consumer. Over time, product features become attributes while a brand’s benefits become invaluable assets.

some key packaging concepts: 1. The shelf is the most competitive arena there is. 2. Good design sells and can become a competitive advantage at a truly low cost. 3. Positioning in relation to the competition and other products in the line is crucial to developing a packaging strategy. 4. A well-defined focus leads to powerful brand presence. 5. When designing a line extension, there’s always a “give-and-take” between differentiation and coherence. 6. A package’s full life cycle and its relation to the product must be kept in mind: origin, printing, assembly, crating, distribution, display, purchase, use, recycling. 7. In project chronograms, the following steps should be given top priority: package approval; production; meetings with the sales force, manufacturing and distribution, and store display. 8. The development of new forms or structures takes time but offers distinct competitive advantages.

strateg y... how do we make it happen? How can we help make a product a big seller? The answer to that question is quite simple: Find out what consumers want, because they are the ones who are going to make the purchase. Nevertheless, numerous companies lose sight of who their customers are —who will pay for the products they’re selling. Such knowledge is, plain and simple, the basis for success. And believe it or not, there are designers who think of their client as the consumer. They see the person contracting their services as the possessor of the absolute truth, the decision to buy and the information. This makes him the only one capable of liking or disliking something. While his expectations may be satisfied, the same cannot be said for the corporate goal of creating a brand with the power to compete on the market, much less become a sales leader.

In the average half-hour visit to the supermarket, 30 000 products vie for the shopper’s attention. Thomas Hine, author of The Total Package.


FIVESECONDS The time a package on the shelf has to attract the consumer’s attention