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Project and publishers Fernando Angilella / Carlos Ochoa Project coordinator Mauricio López Editor Mirta Ripol Texts Teresa Martínez Arana Texts from Spanish Lisa Heller (coordinator) Lesley Clarke / Wendy A. Luft Elena C. Murray / Harry Porter Daniel C. Schechter Art director Alejandra Vantolrá Art Gerardo Caballero / Bárbara Alamilla Creative production Víctor Hernández / Israel Calderón Bárbara Kirschner / Hugo Razo Miguel Ángel Ríos / Alberto Chiñas Photographs Enrique Arechavala / Guillermo Soto Cover photograph Peter Cade / The Image Bank First edition, 2004 © 2004, Diseño Forum, S.A. de C.V. 700 Gabriel Mancera 03100, Mexico City 52 (55) 5062 5100 All rights reserved. No part of this book may be reproduced in any form without written permission of the copyright owners. All brands and product names are trademarks or registered trademarks of their repective holders. ISBN


Printed and bound in México


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