How to create packaging designs for consumer brands that
effectively communicate in the retail environment 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
關於作者：
MARIANNE ROSNER KLIMCHUK is Associate Chair of the Packaging
Design Department at the Fashion Institute of Technology FIT in
New York City. She''s a frequent lecturer and contributor to
industry magazines. SANDRA A. KRASOVEC is Assistant Professor of
Packaging Design at FIT and principal of Krasovec Design in New
York City.
目錄：
Acknowledgments
Foreword
Preface
Chapter 1: Accounting For the Past
Developments through Emerging Societies
Capitalism through the Ages
History of Writing
Printing
The Beginnings of Visual Communication
Industrialization
Early Branding
Lithography
The New Economy
Twentieth-Century Developments
The Growth of the Packaging Design Business
Consumer Protection
Advancements in Packaging Design
Ending a Century
Design Today
Chapter 2: Defining Packaging Design
Packaging Design as Communication
Packaging Design in the Marketing Mix
Reaching the Target Market
Proprietary Features
Packaging Design and the Brand
Brand Evolution
Brand Identity
Brand Promise
Brand Equity
Brand Loyalty
Brand Repositioning
Brand Extension
Packaging Design and Society
Packaging Design Objectives
Chapter 3: The Stakeholders
The Stakeholders in Packaging Design
Professional Roles
Checklist of What Every Designer Needs to Know
Strategic Services
Consumer Product Categories
Professional Profi les
Lisa Francella
Debbie Millman
Dean Lindsay
Adrienne Muken
Jason Lombardo
Carson Ahlman
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 Terminology
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
Appetite Appeal
Cropping and Scaling Images
Instructional Illustration
Characters
Graphic Devices
Symbols and Icons
Violators
Key Points about Imagery
Chapter 8: Structures and Materials
Structures and Materials in Packaging Design
Paperboard
Corrugated Paperboard
Folding Cartons
Folding Carton Styles
Set-Up Boxes
Canisters
Other Paper and Paperboard Structures
Plastics
Blister Packs
Glass
Metal
Cans
Tubes
Flexible Packaging
Labels
Closures
Stock Packaging
Structural Design
Model Making
Rapid Prototyping
New Material Technologies
Key Points about Structures and Materials
Chapter 9: Planning for Production
Design Considerations for Materials and Production
Understanding Technology
File Management
Art Files: Image vs
Vector
File Naming
The Packaging Die
The Packaging Mechanical
File Delivery and Pre-Flight
Digital Work Flow
Color and Printing
Color Management
Printing Processes
Special Processes and Techniques
Production Follow-Through
Key Points about Production
Chapter 10: The Design Process
The Marketing Brief
Request for Proposals RFP
The Design Proposal
Determining Fees
Agreement of Terms
Beginning the Assignment
Phase 1: Research and Analysis
Category Analysis
Product Analysis
Brand Name
Name Generation
Visual References or "Swipes." Concept Boards
Phase 2: Preliminary Design
Beginning a Design Strategy
Brainstorming and Ideation Sessions
Concepts and Strategies
Sketching in Black and White
Logotype Development
Thumbnail Development
Initial Layouts
Visual Hierarchy
Design Reviews and Presentations
Phase 3: Design Development
General Guidelines for Net Weight or Product Contents
Comprehensives
Research
Phase 4: Final Design Refi nement
Billboard
Phase 5: Pre-Production and Digital Mechanicals
Production Checklist
Key Points about the Design Process
Chapter 11: Considering the Environment
The Three "R''s." Packaging and Life-Cycle Assessment
The LCA Process
Environmental Factors
Source Reduction
Waste Management
Creating Change
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
FDA Terminology
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
Bibliography
Glossary
Index.
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