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Packaging | Part Two

Regardless, of our age, we are continually comforted and cajoled by packaging shapes, graphics, colors, messages, and containers. The shelf is probably the most competitive marketing environment that exists. From new brands to extending or revitalizing existing product lines, considerations of brand equity, cost, time and competition are often complex.

Packaging design is a specialty, and routinely involves collaboration with industrial designers, packaging engineers, and manufactures. In the food and pharmaceutical industry, it is regulated by the government. Packaging design is only one part of the puzzle involved in a product launch. Timetables include packaging approval and production, sales force meetings, product sell into stores, merchandising, manufacturing and distribution, and advertising.