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How package design can enhance marketing

The book is published by NTC Business Books (Lincolnwood, IL) under the auspices of the American Marketing Assn. It's available for $49.95.

Pw 21792 Thebooispub 2

The 281-page text (including glossary and index) is clearly more about understanding how a brand personality will meet a product's marketing objectives than it is about specific design elements that will create that personality. That goal is most obviously underscored by the limited use of photographic examples, all shown as monotones instead of the sumptuous color that would divert attention to the designer's tools, rather than those of the marketer.

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