The fully updated single-source guide to creating successful packaging designs for consumer products
Now in full-color throughout, Packaging Design, Second Edition has been fully updated to secure its place as the most comprehensive resource of professional information for creating packaging designs that serve as the marketing vehicles for consumer products. Packed with practical guidance, step-by-step descriptions of the creative process, and all-important insights into the varying perspectives of the stakeholders, the design phases, 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 process of marketing consumer products. To address the most current packaging design objectives, this new edition offers:
Fully updated coverage (35 percent new or updated) of the entire packaging design process, including the business of packaging design, terminology, design principles, the creative process, and pre-production and production issues A new chapter that puts packaging design in the context of brand and business strategies A new chapter on social responsibility and sustainability All new case studies and examples that illustrate every phase of the packaging design process A history of packaging design covered in brief to provide a context and framework for today's business Useful appendices on portfolio preparation for the student and the professional, along with general legal and regulatory issues and professional practice guidelines
Preface vii 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
MARIANNE ROSNER KLIMCHUK is the Chairperson and Professor of Packaging Design at the Fashion Institute of Technology (FIT) in New York City and Partner at designPracticum, specialists in design leadership and management. SANDRA A. KRASOVEC is Associate Professor of Packaging Design at FIT and Partner at designPracticum, specialists in design leadership and management.
Reviews for Packaging Design: Successful Product Branding From Concept to Shelf
""Insightful text and real-world visuals unite to provide examples of responsible packaging design..."" (""DynamicGraphics"", Feb/Mar 2007)
