Packaging Design Successful Product Branding from Concept to Shelf

ISBN-10: 047172016X

ISBN-13: 9780471720164

Edition: 2006

Authors: Marianne Rosner Klimchuk, Sandra A. Krasovec, Marianne R. Klimchuk

List price: $55.00
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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
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Book details

List price: $55.00
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 9/11/2006
Binding: Hardcover
Pages: 224
Size: 7.75" wide x 9.50" long x 0.75" tall
Weight: 1.628
Language: English

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.

Accounting For the Past
Developments through Emerging Societies
Capitalism through the Ages
History of Writing
The Beginnings of Visual Communication
Early Branding
The New Economy
Twentieth-Century Developments
The Growth of the Packaging Design Business
Consumer Protection
Advancements in Packaging Design
Ending a Century
Design Today
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
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
Design Fundamentals
Basic Design Principles
Packaging Design Principles
The Primary Display Panel
The Well-Designed PDP
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
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
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
Graphic Devices
Symbols and Icons
Key Points about Imagery
Structures and Materials
Structures and Materials in Packaging Design
Corrugated Paperboard
Folding Cartons
Folding Carton Styles
Set-Up Boxes
Other Paper and Paperboard Structures
Blister Packs
Flexible Packaging
Stock Packaging
Structural Design
Model Making
Rapid Prototyping
New Material Technologies
Key Points about Structures and Materials
Planning for Production
Design Considerations for Materials and Production
Understanding Technology
File Management
Art Files: Image vs
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
The Design Process
The Marketing Brief
Request for Proposals (RFP)
The Design Proposal
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