许多公司把包装设计列在其“待办”表的最后一项,我发现很少有客户把包装设计作为销售策略的一部分而拨以经费。情况往往是这样:一个销售总预算包括销售、广告、与公众的联系、推销、研究、试销、生产和其他因素等的费用,也许有一小笔钱是作为经费用于附加页上的商标的。那些商业公司迟早会面对新的包装设计和重新设计的需要,以下是使那些公司,即包装者利用包装设计作为最有效工具的准则: Many companies list packaging design as the last item on their “To Do” list, and I find that few clients allocate packaging design as part of their sales strategy. This is often the case: a total sales budget includes costs for sales, advertising, public relations, marketing, research, test marketing, production and other factors, and perhaps a small sum of money is spent on the additional pages as a trademark. Those commercial companies will sooner or later face the need for new packaging design and redesign. The following are the guidelines that make packaging design the most effective tool for those companies: