Just came across an excellent article by Scott Lucas, Executive Director of Interbrand. Here is the excerpt.
1. Understand the difference between consumers and shoppers.
2. Avoid a one-size-fits-all approach to package design research.
3. Incorporate the consumer voice into package design.
4. Realize that brand purchase decisions are far more instinctive than rational.
5. Leverage the in-home experience. Continue Reading
