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Read Minute Maid Goes for the Orange (http://www.thedieline.com/blog/2009/11/17/coca-cola-launches-new-packaging-for-minute-maid.html)
-Prepare an outline of the main points of this description of Minute Maid’s redesign process.
-The purpose of this assignment is to create/provide a specific reference for students to understand package redesign.
A Team Player: Goals
Each player in the package (re)design process has a set of goals or objectives. These objectives reflect the responsibilities, and therefore the priorities, of each participant.
List of the goals:
-Designer (shares every player’s goal, hopes for a successful addition to their portfolio).
-Client (increases the recognition and sale of their product, builds equity/loyalty to their product).
-Package producer (efficient to produce, materials readily available, a known process).
-Retail manager (easy to store and stock, displays attractively, satisfies their customers, reflects well on the store’s image).
-Consumer (easily recognized, reflects their taste/sensibility, easy to get, store, and use at home, makes them feel like a smart consumer).
In Microsoft Word, create an outline (or a simple bubble diagram) that allows you to easily visualize the difference and overlap of goals.
The purpose of this assignment is to help students realize the collaborative nature of package design.
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