ABSTRACT
This chapter explains the role and importance of language on packaging and the interaction of language with the packaging's visual vocabulary. It discusses the various considerations in presenting numbers and selecting fonts for packaging and in incorporating multiple languages on the same package. The chapter also explains the difference between a brand, a subbrand, and a line extension. It shows how research can help a marketer determine which claims should be featured on a brand's package. The language on a brand's packaging is one of the major opportunities for marketers to communicate with and convince consumers to buy their brands. The packaging for Panasonic's personal power tools for young women was created to entice consumers with contemporary graphics, and the location of specific words by the Goldstein Group on the packaging was crafted with careful and strategically driven consideration. Research suggests that consumers hold in memory fairly elaborate details about a brand's packaging.
