The Visionary Package

by Meyers, Herbert M.; Gerstman, Richard

• ISBN13: 9781403906779
• ISBN10: 1403906777
• Format: Hardcover
• Copyright: 2005-01-01
• Publisher: Palgrave MacMillan

Summary

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.

Author Biography

Herbert M. Meyers is the retired founding partner of Gerstman+Meyers, a leading Brand Identity and Design Consultancy servicing Fortune 500 clients worldwide.

Richard Gerstman is Chairman of Interbrand US, the world's leading brand consultancy and founding partner of Gerstman+Meyers, with Herbert Meyers.

Table of Contents

About the authors	xi
Acknowledgements	xiii
Introduction: What is visionary packaging?	1	(1)
You need the vision	1	(2)
The dilemma of the ``Ps''	3	(1)
Exploring the package	4	(1)
section one packaging -- from horsebacks to hypermarkets	5	(34)
The ubiquitous package	6	(2)
A starring role	6	(1)
What's in a name?	7	(1)
The evolution of packaging	8	(17)
Once upon a time...	8	(1)
Ancient trailblazers	8	(1)
The changing role of packaging	9	(2)
The first visionary package	11	(1)
Exploiting the vision	12	(1)
Glassmaking goes commercial	13	(1)
And then came paper	13	(1)
Papermaking gains ground	14	(1)
The resolute metals	15	(1)
Napoleon's contribution	15	(1)
From glass to metal	16	(1)
Canning matures	17	(1)
A new boy on the block: Aluminum	17	(1)
The plastics revolution	18	(1)
Another war-time baby is born	19	(1)
From peddling to merchandising	20	(1)
Packaging misused: A cure for every ill	21	(1)
Gaining confidence in packaging	22	(1)
Visionary packaging comes to America	23	(2)
The commercial power of packaging	25	(14)
From soup to art	26	(1)
Pass the ketchup	27	(2)
Green and white = no headaches	29	(2)
``Persil bleibt Persil''	31	(1)
A changing world	32	(1)
As lifestyles change	33	(1)
Mobility and affluence affect how we live	34	(1)
The meteoric rise of private labels	35	(1)
Making a point of difference	36	(1)
Building consumer equity	36	(3)
section two the consumer mindset	39	(56)
Package design and the consumer	40	(13)
The silent mind bender	41	(1)
It's really quite amazing	41	(1)
Forming a personality	42	(1)
The image-creating package	43	(2)
The functional package	45	(1)
The communicative package	45	(3)
The sensuous package	48	(1)
The package colors	49	(2)
The central role of package design in a changing market	51	(1)
You can rationalize anything	52	(1)
Consumer attitudes and concerns	53	(8)
Health and nutritional issues	54	(1)
And then there is the 50+ population	55	(1)
Recognizing elderly consumers as an opportunity	56	(1)
What's good for the goose is good for the gander	57	(1)
A few improvements	58	(1)
And what about the environment?	58	(2)
The third dimension	60	(1)
A broader view	61	(7)
Opportunities galore	62	(1)
Will future packaging be able to meet all these contradictory targets?	63	(1)
Good intentions -- but is it reality?	63	(2)
Where the rubber meets the road	65	(1)
The other side of the coin	65	(1)
Rational shopping	66	(1)
Visionary packaging -- the challenge	67	(1)
Emotional purchasing	68	(8)
The silent salesman and emotional purchasing	68	(3)
High-quality emotion	71	(1)
Changing emotions	71	(1)
The fun part	72	(1)
The male emotion	72	(4)
The lifestyle influence	76	(19)
How do we design for today's lifestyles?	77	(1)
Lightening the load	78	(1)
Keeping it simple	79	(1)
Simplicity in shopping	80	(1)
Where do we put it?	81	(1)
Changes in the store	81	(1)
The visionary commodity	82	(1)
The visionary snack	83	(1)
The visionary tea bottle	84	(1)
The visionary wine	85	(2)
The visionary bakery	87	(1)
Lifestyles aren't always global	88	(1)
A vision of authenticity	89	(2)
The convenience factor	91	(1)
The convenient pour	92	(1)
What makes your life easier?	93	(2)
section three connecting the package with the consumer	95	(60)
Shaping up	96	(13)
Needs improvement	96	(1)
The visionary pantyhose	97	(1)
Hold your breath	98	(1)
The visionary mouthwash	99	(2)
The visionary ketchup shape	101	(1)
The visionary tuna package	102	(1)
The visionary paint	103	(2)
Visionary vending	105	(1)
Adding a handle	106	(2)
Quality counts	108	(1)
The package in the retail store	109	(20)
The big change	110	(1)
Why does private label work?	111	(2)
Where in the world is private label?	113	(1)
The destination brand	113	(2)
The private label cookie-cutter	115	(3)
The premium folly	118	(1)
The cereal	118	(2)
It can't look better than it tastes	120	(1)
Give them what they need	120	(1)
The efficiency expert	121	(1)
The visionary shipping cases	122	(1)
Helping the shopper	123	(2)
Visionary sophistication	125	(1)
The shopping experience	126	(1)
So what's in store?	127	(2)
Wal-Mart and everyone else	129	(7)
The packaging clout	129	(1)
The image game	130	(1)
You can rely on it	131	(1)
Efficiency is key	132	(1)
A case for cases	133	(1)
Moving pallets	134	(1)
The price/value relationship	134	(1)
More than a design element	135	(1)
Packaging as a promotional tool	136	(12)
Absolut, a very visionary package	137	(2)
The package as an actor	139	(2)
Hi-tech placement	141	(1)
Promoting with special effects	141	(1)
The follow-through	142	(1)
Customized packaging	142	(1)
Mass customization	143	(1)
Use your senses	144	(1)
The package is the product	145	(1)
The visionary brewery	145	(2)
The multi-sensory experience	147	(1)
The package on the road	148	(7)
From point A to point B	150	(1)
The all-around business	151	(2)
Sorting it all out	153	(2)
section four trends in visionary packaging	155	(38)
Brand packaging	156	(6)
The emphasis on branding	156	(2)
A cruel beginning	158	(1)
A key marketing tool	158	(1)
Branding the package	159	(1)
Enter the package designer	159	(1)
Packaging = Branding	160	(1)
But not everyone was listening	160	(1)
Undervalued and unappreciated	161	(1)
The obvious is not always obvious	162	(5)
A stalemate in communication	163	(1)
The designer's side of the issue	164	(1)
No organizational support	165	(1)
The new name	166	(1)
What's in a name?	166	(1)
The designer as a business partner	167	(8)
Being a business partner	167	(1)
Needed: a more holistic approach	168	(1)
An almost missed opportunity	169	(1)
Persistence pays off	170	(1)
Taking the initiative	171	(1)
Becoming a proactive, visionary partner	171	(1)
But - it takes two to tango	172	(1)
Matrix management	173	(1)
The designer at the strategy table	173	(2)
Packaging politics	175	(4)
The political change	175	(1)
Political collaboration	175	(2)
Digital politics	177	(2)
Virtual package management	179	(10)
The three systems	180	(1)
Off shooting the catalog	180	(2)
Approvals up the line	182	(1)
Extra offerings	183	(1)
Offshooting the printer	183	(1)
The offshoot of the brand consultant	184	(1)
So how do you benefit from the system?	185	(1)
Will this make the in-house designer extinct?	186	(1)
Can you virtually manage advertising?	187	(1)
Remaining focused	187	(1)
How can you get out of it?	187	(2)
All you need to know	189	(4)
The categories blur	189	(1)
Freedom of speech	190	(1)
Warning! Dangerous!	191	(2)
section five the future of visionary packaging	193	(46)
Package opportunities and challenges	194	(13)
The food opportunity	194	(1)
Research brings opportunities	195	(2)
The fresh meat opportunity	197	(1)
The natural instinct	198	(1)
The challenges you face	198	(1)
The merger mania	199	(1)
How many brands do we need?	199	(2)
It's new! It's different!	201	(1)
Thwarting thieves	202	(1)
Do older people use more packaging?	203	(1)
The drug challenge	203	(1)
Don't imitate	204	(2)
The consultant opportunity	206	(1)
What's ahead?	207	(6)
Let the imagination soar	208	(1)
The social issues of global marketing	208	(2)
Global environmental concerns	210	(1)
Dealing with conflicting global demands	211	(2)
The information bubble	213	(3)
What good is it?	214	(1)
More free time	215	(1)
The digital package	216	(13)
Pirating and stealing	217	(1)
The digital package at home	218	(1)
Negotiating with the consumer	219	(1)
What about refills?	219	(1)
Has it expired?	220	(1)
The language puzzle	220	(1)
The digital package in the store	221	(1)
``Happy Birthday, John''	222	(1)
The digital price strip	223	(1)
The local store	224	(1)
Stores and technology	224	(1)
The privacy puzzle	225	(1)
Business-to-business	226	(1)
Will the store change?	227	(2)
New challenges for marketers and package designers	229	(4)
The package designer's concern	230	(1)
Package design -- Who cares?	231	(1)
Branding online and offline	231	(1)
But the jury is still out	231	(2)
On your mark -- get ready -- get set -- GO!	233	(6)
Filling the creative gap	235	(1)
New faces on the horizon	236	(1)
It's a different world out there	237	(2)
Index	239