Packaging Design
Successful Product Branding From Concept to Shelf
2. Edition February 2013
256 Pages, Softcover
Wiley & Sons Ltd
Short Description
Now in full-color throughout, the second edition of Packaging Design offers fully up-to-date coverage of the entire packaging design process, including the business of packaging design, design principles, the creative process, and pre-production and production issues. New chapters cover topics related to branding, business strategies, social responsibility, and sustainability. All new case studies and examples illustrate every phase of the process, making this the single most important guide for designers on how to create successful packaging designs that serve as the marketing vehicle for consumer products.
Now in full-color throughout, the second edition of Packaging Design offers fully up-to-date coverage of the entire packaging design process, including the business of packaging design, design principles, the creative process, and pre-production and production issues. New chapters cover topics related to branding, business strategies, social responsibility, and sustainability. All new case studies and examples illustrate every phase of the process, making this the single most important guide for designers on how to create successful packaging designs that serve as the marketing vehicle for consumer products.
Acknowledgments viii
1 The History 1
The Growth of Trade 3
Emerging Communication 4
Early Commercial Expansion 5
The Industrial Revolution 10
Mass Production 12
Mid-Century Expansion 21
Consumer Protections 29
The Packaging Design Firm 29
New Refinements in Packaging Design 32
Changing Times and Values 35
2 Defining Packaging Design 39
What is Packaging Design? 39
Culture and Values 41
Target Market 42
Packaging Design and Brand 43
Fundamental Principles of Two-Dimensional Design 55
Packaging Design Objectives 58
3 Elements of the Packaging Design 64
The Primary Display Panel 64
Typography 65
Color 83
Imagery 91
Structure, Materials, and Sustainability 104
Production 128
Legal and Regulatory Issues 143
4 The Design Process 148
Predesign 148
Beginning the Assignment 151
Phase 1: Observation, Immersion, and Discovery 153
Phase 2: Design Strategy 158
Phase 3: Design Development 175
Phase 4: Design Refinement 196
Phase 5: Design Finalization and Preproduction 198
Retail Reality 198
Key Points about the Design Process 200
5 The Packaging Design Profession 201
The Stakeholders 201
Managing the Business 213
Entering the Profession 217
Glossary 223
APPENDIX A Consumer Product Categories 230
APPENDIX B Materials And Tools 232
Bibliography 233
Professional Credits 235
Figure Credits 237
Index 239
SANDRA A. KRASOVEC is Associate Professor of Packaging Design at FIT and Partner at designPracticum, specialists in design leadership and management.