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Chapter 10. Packaging Design > Mass vs. Prestige Design

Mass vs. Prestige Design

A packaging designer's life is never dull, because the target audiences for products are many and diverse. Someone once said there are as many target audiences as marketers (and that's saying something). Every project you take on will involve thinking about a different group of people.

One thing you'll have to figure out about every packaging design project: Are you designing for a mass market or a prestige market? Depending on your answer, there is a big difference in what your packaging design should communicate about the price of the product and, interestingly, about the people who buy it. In this section, I want to talk about these differences to help you make better design decisions for your clients.


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