Packaging Sales and Packaging Techniques Research Proposal

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Target's attractive design is consistent with its 'expect more, pay less' slogan, as well as its eye-catching bulls-eye.

In New York, Target has been anxiously courting Manhattan residents who are not part of traditional American 'big box' department-store shopping culture, Target has been promoting how it offers less expensive items that still have a connection to brand-name designers. Yet Target has not weathered the recession as well as Wal-Mart, given that its focus on home goods and clothing make it less of a draw for consumers who wish to purchase only the barest of necessities. But in places like New York, where style is king, Target hopes to make encroachments into a market segment of consumers who are still affluent, but slightly down-scaling their purchases (Rosenbloom 2008).

As well as cheap yet sophisticated, Target is also fun. Its eye-catching advertisements in bright colors suggest a youthful, hip image that stands in contrast to dowdy, Middle-America associations with Wal-Mart and K-Mart.

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These ads suggest that shopping at Target is a joyful experience, not a chore. The Target bins filled with $1 items, which could all be roughly classified under the heading 'everything that you don't really need' also act as an incentive to draw consumers to come to Target to shop as a pastime, not merely when they are driven to do so by necessity alone.

Target's brand-name packaging, because it is usually done in conjunction with outside designers, ensure that its products never look like typical generic goods -- the products, even if the quality is flimsy, have the appearance of quality because they are in the trendiest colors and styles. Target's signature bright colors make its products and look inviting, like a bargain. Unlike the typical, chaste appearance of most generic products and the functionality of Wal-Mart, Target creates a surface appearance of quality, while winking at the customer about the 'secret' of its lower prices.

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