packaging

Where other books explore the what and the why or design. DemoGraphics: Packaging dissects the "who?".
Through a huge selection of diverse examples, this unique book examines how packaging is designed to appeal to specific groups based on gender. age, socio-economic group, disposable income, profession, and shopping habits.

Case studies and interviews with designers and brand owners explain how and why specific choices have been made, why it works, and how it evolved from a prototype or concept to form successful user-centered design.