Packaging Design: Successful Product Branding From Concept to Shelf, 2nd Edition

4 The Design Process

The design process translates marketing strategy into packaging; its ultimate goal is to put the packaged product in the hands of consumers. If the process begins with the need for a product's physical containment, which protects it and makes it transportable, its end is a packaging design that serves as an effective sales tool, one that aligns with all established marketing objectives.