"Where other books explore the "what?" and the why? of-design, Demo-Graphic Packaging dissects the "who?" Through a huge selection of diverse examples, this unique book examines how packaging is designed to appeal to specific groups based on gender, age, socio economic group, disposable, income profession, and shopping habits. Case studies and interviews with designers and brand owners explain how and why specific choices have been made, why it works, and how it evolved, from a prototype or concept to for in successful user-centered design." "DemoGraphics: Packaging offers designers a palette of ideas, materials, and inspirations with which to design their own targeted packaging. This is a vital text for both designers and brand, advertising, and marketing professionals and students." "The first book to explore the vital, commercial relationship between design, marketing, and target audience; Explores designs that work for target groups, together with case study evidence, color wheels, materials, and typeface choices; and Unique mix of theory, showcase designs, research statistics, and hard evidence."--Jacket.