Packaging Design: Successful Product Branding from Concept to Shelf
Packaging Design: Successful Product Branding from Concept to Shelf is the most comprehensive resource of practical and professional information for creating packaging designs that serve as the marketing vehicles for consumer products. Packed with real-world advice, step-by-step descriptions of the creative process, and all-important insights into the stakeholders, the design process, and the production process, this book illuminates the business of packaging design like no other.
Whether you're a designer, brand manager, or packaging manufacturer, the highly visual coverage in Packaging Design will be useful to you, as well as everyone else involved in the packaging design process. In one convenient book, you'll find:
* Insightful images of the design process, design concepts, three-dimensional models, and prototypes
* A wealth of case studies showcasing how superior packaging designs were created
* A framework for today's packaging design business
* Environmental considerations, along with legal and regulatory issues
* Useful appendices with advice on portfolio development and professional practice guidelines
Chapter 1: Accounting For the Past.
Developments through Emerging Societies.
Capitalism through the Ages.
History of Writing.
The Beginnings of Visual Communication.
The New Economy.
The Growth of the Packaging Design Business.
Advancements in Packaging Design.
Ending a Century.
Chapter 2: Defining Packaging Design.
Packaging Design as Communication.
Packaging Design in the Marketing Mix.
Reaching the Target Market.
Packaging Design and the Brand.
Packaging Design and Society.
Packaging Design Objectives.
Chapter 3: The Stakeholders.
The Stakeholders in Packaging Design.
Checklist of What Every Designer Needs to Know.
Consumer Product Categories.
Professional Profi les.
Chapter 4: Design Fundamentals.
Basic Design Principles.
Packaging Design Principles.
The Primary Display Panel.
The Well-Designed PDP.
Chapter 5: Typography.
Typography and Packaging Design.
Categories of Type.
Typography and Technology.
Typography and Kerning.
Typographic Principles for Packaging Design.
Designing the Brand Identity.
Key Points about Typography.
Chapter 6: Communicating With Color.
Basics of Color.
Color Distinguishes the Packaging Design.
Color Associations Vary.
Brand Building and Color.
Owning Color in Packaging Design.
Color Forecasting and Trends.
Color on the Computer Screen.
Packaging Design and Color in Retail.
Key Points about Color.
Chapter 7: Communicating With Imagery.
Imagery and Cultural Perception.
Effective Uses of Imagery.
Illustration and Photography as Mediums for Imagery.
Cropping and Scaling Images.
Symbols and Icons.
Key Points about Imagery.
Chapter 8: Structures and Materials.
Structures and Materials in Packaging Design.
Folding Carton Styles.
Other Paper and Paperboard Structures.
New Material Technologies.
Key Points about Structures and Materials.
Chapter 9: Planning for Production.
Design Considerations for Materials and Production.
Art Files: Image vs. Vector .
The Packaging Die.
The Packaging Mechanical.
File Delivery and Pre-Flight.
Digital Work Flow.
Color and Printing.
Special Processes and Techniques.
Key Points about Production.
Chapter 10: The Design Process.
The Marketing Brief.
Request for Proposals (RFP).
The Design Proposal.
Agreement of Terms.
Beginning the Assignment.
Phase 1: Research and Analysis.
Visual References or “Swipes.”
Phase 2: Preliminary Design.
Beginning a Design Strategy.
Brainstorming and Ideation Sessions.
Concepts and Strategies.
Sketching in Black and White.
Design Reviews and Presentations.
Phase 3: Design Development.
General Guidelines for Net Weight or Product Contents.
Phase 4: Final Design Refi nement.
Phase 5: Pre-Production and Digital Mechanicals.
Key Points about the Design Process.
Chapter 11: Considering the Environment.
The Three “R’s.”
Packaging and Life-Cycle Assessment.
The LCA Process.
Key Points about the Environment.
Chapter 12: Understanding Legal Issues.
Understanding Legal Issues.
Laws and Regulatory Agencies.
Excerpts from the FDA Food Labeling Guide.
FDA Additional Points.
Intellectual Property Rights.
Counterfeiting and Packaging Design.
Key Points about Legal Issues.
APPENDIX A: Creating a Folding Carton Comp.
APPENDIX B: Packaging Design Portfolio.
APPENDIX C: Professional Sources.
SANDRA A. KRASOVEC is Assistant Professor of Packaging Design at FIT and principal of Krasovec Design in New York City.