Chapter 11. What Concepts Tell Us versus What Packages Tell Us for the Same Product—Case History: Pretzels

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2,
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch11

Book Title

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

Additional Information

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) What Concepts Tell Us versus What Packages Tell Us for the Same Product—Case History: Pretzels, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch11

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330

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CHAPTER TOOLS

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Keywords:

  • what packages tell us - for the same product;
  • product concept - information on what the product is in the material sense;
  • Pretzels—The Two-minute “History”;
  • method of package creation;
  • New Design…Same Great Pretzels!;
  • good label copy - “Thick, crisp pretzels, toasted to perfection”;
  • from the Pretzel concept to Pretzel package;
  • working in “Visual World ” of Limited “Real Estate”;
  • comparing concepts and package designs;
  • segment 2—reassurance and splashy designs

Summary

This chapter contains sections titled:

  • Introduction—Concepts Versus Visual Designs

  • Pretzels—The Two - minute “History”

  • From the Pretzel Concept to the Pretzel Package

  • Working in the “Visual World” of Limited “Real Estate”

  • How Elements Get Created—Comparing Concepts and Package Designs

  • Test Design—Putting It All Together

  • What We Learn from the Package Study

  • Different Mind - Sets Expand the Opportunity

  • Now What?

  • References

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