From The Editor

By Ron Romanik

Going For It at Retail

Golfers of all abilities are always looking for an "edge" that will make their game come together, and they remember vividly the one long drive or one heroic shot of the round. It is these consumer impulses that golf ball brand owners try to connect with in pro shops and sporting goods chains alike. Our Cover Story showcases recent package design strategies that have broken out of traditional formats to connect with shoppers at a gut level.

Often, the best package designs come from listening closely to a brand's target consumers. Ethnographic research is becoming popular for learning how consumers actually interact with packages and products, but there are at least a handful of other methods that will yield reliable results. Which is the best research method? That depends on what exactly you are trying to find out about consumers. Research experts Howland Blackiston and Norm Leferman break down the different methods and point out each method's strengths and weaknesses.

Targeted consumer research was very critical in developing the brand strategy for the two brands we Spotlight in this issue. WD-40 tested their new packaging ideas repeatedly with consumers as they were refining their designs, and Honeywell and 4sight really dug deep into what kinds of cleaning products and packages soccer moms would really use in their vehicles when developing the brand new Blink product line.

The 2007 Package Design Makeover Challenge begins here with four profiles of our participating design teams. This year's accomplished design teams have deep experience in structural and graphical design for consumer product goods. Online voting will begin with the publication of the July/August issue and will end on September 30.

Also check out this month's Designer's Corner to find out how to find the best "visual voice" for a package or brand design strategy. For even more package design solutions, check out our new Package Design eSolutions newsletter at www.packagedesignmag.com/esolutions, and feel free to share with us your best ideas package design ideas that make that connection with consumers.

Ron Romanik
Editor-in-Chief