The visionary package
Subtitle: using packaging to build effective brands
By: Herbert Meyers and Richard Gerstman.
Contributors: Gerstman, Richard.
Publisher: Palgrave Macmillan
Published: 2005
Place of publication: Houndmills, Basingstoke, Hampshire; New York, N.Y
Language: eng
Number of pages: 242
Subjects: Packaging; Marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction: What is visionary packaging; title: section 1. Packaging, from horseback to hypermarkets: The ubiquitous package ; The evolution of packaging ; The commercial power of packaging; title: section 2. The consumer mindset: Package design and the consumer ; Consumer attitudes and concerns ; A broader view ; Emotional purchasing ; The lifestyle influence; title: section 3. Connecting the package with the consumer: Shaping up ; The package in the retail store ; Wal-Mart and everyone else; title: Packaging as a promotional tool ; The package on the road; title: section 4. Trends in visionary packaging: Brand packaging ; The obvious is not always obvious ; The designer as a business partner ; Packaging politics ; Virtual packaging management ; All you need to know; title: Section 5. The future of visionary packaging: Package opportunities and challenges ; What's ahead ; The information bubble ; The digital package ; New challenges for marketers and package designers ; On your mark - get ready - get set - GO!