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FUSE in Focus

A community that brings designers and brand strategists together through creative, inspirational, educational, and thought-provoking content.

Free Webinar

We'd like to extend an invitation to our Next Big Design readers for a free upcoming webinar.

Shopability or Confusion? Package Design Systems that Welcome Consumers

February 26, 2009
4:00-5:00pm EST

Space is limited.

Reserve your Webinar seat now

Please mention priority code: G1M2107W1BLOG

Since 80% or so of the consumer's buying decisions are made at shelf, the ease at which a product is found and sells itself is vital to success. The very moment a consumer is unsure of what they are getting with a product or cannot find a specific offering, they will often turn to adjacent options' many of which are store brands that might well be simpler to comprehend and less expensive. Big brands must capitalize on consumer loyalties to retain these purchases through engaging packaging, clear communication priorities and an understandable system of segmentation.

What you will learn:
<br /' Sound segmentation principals<br /' Putting on the na??ve hat; moving beyond what YOU know<br /' When messaging should violate versus integrate<br /' How people see and its relevance to a shopping system<br /' The Brand Cascade; how many layers do you need?

About our speaker:

John Silva

John has been with DuPuis, a strategic brand & packaging firm, for over 15 years. His primary role is as Vice President and Creative Director but has worked to champion the entire packaging process from innovation to print production. His award-winning work has been featured in HOW Magazine and Image Electric. He is currently serving as Creative Director for clients including Nestl??, Kellogg's, Mars Petcare, Hormel, Dole, and Baxter Pharmaceuticals.