Abstract:

This presentation deals with the growing importance of package design as a tool for strategic marketing decisions.This is the reason for which it is important to realize how designers involved in this area have transformed their traditional craftsmen activity in a new consultancy role to the companies top-management. A profile of today's Package Design strategic power is outlined in theory and through examples. The paper is concluded with the presentation of some case-histories illustrating the results of the application of our work method.