Consider this: your company is about to launch an innovative product into today's fastmoving consumer goods markets. Over the previous months (or years?) processing and technology specialists put their heads together to come up with a winning formula;and the marketing department proudly presents extensive (and expensive) research on how to position and differentiate your innovation in the market. Hallway talk buzzes about the innovation being branded as "high-quality", "competent", and "exciting". One remaining task is to create a package for conveying these characteristics to buyers. In addition to functional package attributes (i.e., those designed for protecting contents) the key question is "What should the package look like to express quality, competence, and exciting"?
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