While packaging design takes into consideration structural and graphical design, it must also look at how consumers will shop for and interact with the product, both through analyzing the store layout as well as acknowledging aspects of the product itself that consumers will want to see or have access to, said Becky Stapleton, senior manager of packaging and merchandising at Newell Rubbermaid. "We have to consider the features of the product, what we want to showcase, and how we can do so through package design and display design," she writes.

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