1. Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging

2. 5 Ps of Marketing Questionnaire
Product
What is the product? What is the packaging concept?
How does the packaging reflect the product? Is it designed to explain the product or to make you guess? Can you see the product through the packaging?
Pay attention to package size, shape, closures, folds, textures, flexibility, safety, resilience, etc.
What kind of packaging materials are used? Wood? Glass? Plastic? Environmentally-friendly? Recycled?
What graphics are used? Are they visually bold? Typographically-strong? Have an 80s vibe?
Are packaging colors appropriate to the product?
1/21/2014 Design for Advertising 2
Product Packaging

3. 5 Ps of Marketing Questionnaire
Price
Is it expensive?
Cheap?
Who can afford it?
Who actually buys it?
Is it on sale?
Is there a price promotion (eg. 2 for 1)?
How does the price compare to other similar products?
1/21/2014 Design for Advertising 2
Product Packaging

4. 5 Ps of Marketing Questionnaire
Placement
Is it in the correct aisle?
Is it on the top shelf where it’s hard to reach?
Bottom shelf where it’s hard to see?
In the front of the supermarket in a highly visible place?
Is it in a special product display (eg. A tin-can pyramid)?
Is there point-of-sale promotional material around it?
Is it next to similar/ competing products?
Is it given a lot of space? Or are there just two on the shelf?
1/21/2014 Design for Advertising 2
Product Packaging

5. 5 Ps of Marketing Questionnaire
People
Who is the target audience? Is the packaging appropriate to target audience?
Who actually buys it?
Are people used on the packaging to promote the product?
Is there a salesperson promoting the product (eg. Giving a product demonstration)?
1/21/2014 Design for Advertising 2
Product Packaging

6. 5 Ps of Marketing Questionnaire
Promotion
What advertising methods are used?
Do the price, graphics, placement, people promote sales?
Are promotional mechanisms appropriate or effective?
Is the packaging promotional?
1/21/2014 Design for Advertising 2
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7. Examples of AWESOME Packaging
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