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.
Autorentext
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.
Inhalt
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!