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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.
107 V I S UA L M A RK ETIN G
