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Article: Creating a visual roadmap.(product packaging)

Article from:
Private Label Buyer
Article date:
November 1, 2006
Author:
Copyright

The front panel of a package is a billboard, a blank canvas waiting to attract, get attention and be seen. The most effective front panels are those that skillfully guide the viewer's eye across its surface in a predetermined route. This route is a "visual roadmap," a highly strategic course that not only informs the consumer about the product, but clearly communicates a brand's promise--the real reason to buy. The "visual roadmap" is one of the most important elements of any package. It should be used as a dynamic storyteller and absolutely never be taken for granted.

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