Procter & Gamble considers packaging one of its five cornerstones to successful product launches, focusing intently on the scrum component of agile product development and three areas vital to consumer appeal: color, material and finish, says Phil Duncan, P&G's chief design officer. This article examines how P&G develops packaging that appeals to the direct-to-consumer and retail markets as well as the environment-conscious consumer while leveraging the latest packaging technologies.

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