Page 128 - Visual Marketing
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50. Jump-Starting a New Package Design: Creating Quality
    Packaging Can Lead to Getting Carried by More Retailers

          As an emergency jump-starting
                                                                           product found on the shelves of
                                                                           automotive stores, standing out
                                                                 in a sea of red and black, checkerboard
                                                                 flags, and lightning bolt–designed pack-
                                                                 aging proved difficult for StartMeUp.
                                                                 “Its previous packaging had amateur-
                                                                 ish graphics on a cheap cardboard box
                                                                 that made potential customers wonder
                                                                 if StartMeUp would really work when
                                                                 needed,” said Fritz Klaetke of Visual
                                                                 Dialogue. Visual Dialogue was assigned
                              the task of breathing new life into StartMeUp’s packaging. What the
                              design firm didn’t expect to do was find out who the product was
                              really aimed at.

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