"DemGraphics" is the first series of design books to examine how successful designs target specific audiences. Where other design books explore the what? and why? of design, "DemoGraphics: Packaging" dissects the who? Through a huge selection of diverse examples, the authors examine 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 form successful, user-centred design.