THE PACKAGING OF THE PACKAGING__Firm In Retailing, packagings designer

matrioska

ABSTRACT

A product’s packaging is much more than just a wrapper. Suppliers know this and that’s why they put so much effort into its design. But other types of product “packaging” affect the feelings produced in customers, and over which the supplier has no control.

We should understand that a shelf, a section, a store or even a shopping mall are also packagings, and that they are governed or designed by Firms in Retailing (FIRs). Sales depend heavily on the coherence between these overlapping packagings. Continue reading “THE PACKAGING OF THE PACKAGING__Firm In Retailing, packagings designer”