Package design as an effective marketing tool

L. Ruhmann

Abstract
Design is the language of the modern market place. Since, in most cases, competitors do not derive decisive competitive advantages from product formulation, technology, and physical distribution systems, the visual identity of' a brand or a company can mean the difference between success and failure. The packaging function is especially complex because production and marketing elements interact. One of the most difficult problems for any package user is balancing packaging costs and efficiencies against market requirements.