'The container had to assume a far greater part of the sales burden - in short, it had to be transformed from a mere container to a second generation package.' (Twedt, 1968: 58)
'The potential contribution of a superior package to profitability is simply too great to be ignored.'
'Differences in package excellence are directly translated into corresponding differences in sales
appeal.' (Twedt, 1968: 58)
'Attitudes toward the same package may be altogether different - depending on such factors as age, education, income, previous experience with the brand, recommendations from friends etc.'
'Packages, like people, have definite personalities. Various combinations of design element such as shape, texture, colour, typography, illustration, packaging materials - all contribute to the "Package Gestalt."' (Twedt, 1968: 60)
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