Packaging Design: Successful Product Branding From Concept to Shelf

Front Cover
John Wiley & Sons, Feb 1, 2013 - Design - 256 pages

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
 

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Contents

Defining Packaging Design
1-73
Elements of the Packaging Design
2-51
Color
3-21
Imagery
3-36
Structure Materials and Sustainability
3-61
Production
3-91
Legal and Regulatory Issues
3-127
The Design Process
3-141
The Packaging Design Profession
4-74
Managing the Business
4-100

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About the author (2013)

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.

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