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| Acknowledgments | |
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| Foreword | |
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| Preface | |
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| Accounting For the Past | |
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| Developments through Emerging Societies | |
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| Capitalism through the Ages | |
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| History of Writing | |
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| Printing | |
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| The Beginnings of Visual Communication | |
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| Industrialization | |
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| Early Branding | |
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| Lithography | |
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| The New Economy | |
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| Twentieth-Century Developments | |
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| The Growth of the Packaging Design Business | |
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| Consumer Protection | |
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| Advancements in Packaging Design | |
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| Ending a Century | |
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| Design Today | |
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| Defining Packaging Design | |
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| Packaging Design as Communication | |
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| Packaging Design in the Marketing Mix | |
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| Reaching the Target Market | |
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| Proprietary Features | |
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| Packaging Design and the Brand | |
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| Brand Evolution | |
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| Brand Identity | |
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| Brand Promise | |
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| Brand Equity | |
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| Brand Loyalty | |
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| Brand Repositioning | |
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| Brand Extension | |
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| Packaging Design and Society | |
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| Packaging Design Objectives | |
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| The Stakeholders | |
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| The Stakeholders in Packaging Design | |
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| Professional Roles | |
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| Checklist of What Every Designer Needs to Know | |
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| Strategic Services | |
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| Consumer Product Categories | |
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| Professional Profi les | |
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| Lisa Francella | |
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| Debbie Millman | |
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| Dean Lindsay | |
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| Adrienne Muken | |
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| Jason Lombardo | |
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| Carson Ahlman | |
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| Design Fundamentals | |
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| Basic Design Principles | |
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| Packaging Design Principles | |
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| The Primary Display Panel | |
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| The Well-Designed PDP | |
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| Typography | |
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| Typography and Packaging Design | |
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| Categories of Type | |
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| Typography and Technology | |
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| Typography and Kerning | |
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| Typographic Principles for Packaging Design | |
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| Designing the Brand Identity | |
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| Key Points about Typography | |
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| Communicating With Color | |
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| Basics of Color | |
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| Color Terminology | |
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| Color Distinguishes the Packaging Design | |
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| Color Associations Vary | |
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| Brand Building and Color | |
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| Owning Color in Packaging Design | |
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| Color Forecasting and Trends | |
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| Color on the Computer Screen | |
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| Packaging Design and Color in Retail | |
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| Key Points about Color | |
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| Communicating With Imagery | |
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| Imagery and Cultural Perception | |
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| Effective Uses of Imagery | |
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| Illustration and Photography as Mediums for Imagery | |
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| Appetite Appeal | |
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| Cropping and Scaling Images | |
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| Instructional Illustration | |
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| Characters | |
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| Graphic Devices | |
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| Symbols and Icons | |
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| Violators | |
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| Key Points about Imagery | |
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| Structures and Materials | |
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| Structures and Materials in Packaging Design | |
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| Paperboard | |
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| Corrugated Paperboard | |
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| Folding Cartons | |
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| Folding Carton Styles | |
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| Set-Up Boxes | |
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| Canisters | |
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| Other Paper and Paperboard Structures | |
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| Plastics | |
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| Blister Packs | |
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| Glass | |
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| Metal | |
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| Cans | |
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| Tubes | |
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| Flexible Packaging | |
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| Labels | |
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| Closures | |
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| Stock Packaging | |
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| Structural Design | |
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| Model Making | |
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| Rapid Prototyping | |
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| New Material Technologies | |
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| Key Points about Structures and Materials | |
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| Planning for Production | |
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| Design Considerations for Materials and Production | |
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| Understanding Technology | |
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| File Management | |
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| Art Files: Image vs | |
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| Vector | |
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| File Naming | |
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| The Packaging Die | |
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| The Packaging Mechanical | |
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| File Delivery and Pre-Flight | |
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| Digital Work Flow | |
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| Color and Printing | |
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| Color Management | |
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| Printing Processes | |
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| Special Processes and Techniques | |
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| Production Follow-Through | |
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| Key Points about Production | |
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| The Design Process | |
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| The Marketing Brief | |
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| Request for Proposals (RFP) | |
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| The Design Proposal | |
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| Determining | |