Brand packaging design

Jeremy Scholfield and Julian Thomas
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Jeremy Scholfield: Interbrand
Julian Thomas: Interbrand

Chapter Chapter 11 in Brand Medicine, 2001, pp 163-171 from Palgrave Macmillan

Abstract: Abstract A brand’s packaging design can play an important role in projecting its personality. In the pharmaceutical industry the design of Rx packaging has been functional rather than decorative, and limited to the communication of essential information. But with the increase in brands moving from Rx to OTC, the design of brand packaging will take on a new importance.

Keywords: Solar Eclipse; Brand Personality; Text Size; Selling Environment; Brand Identity (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-52251-0_12

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DOI: 10.1057/9780230522510_12

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