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It all comes down to a critical ten seconds--when it's just your product and your customer face to face. The time when all your time and effort and expense either pay off in a sale or turn to dust as the customer rejects your product for another. Here, two top brand identity and package design experts show how to create packaging solutions that win the customer during first contact.
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
A comprehensive reference volume, this book provides readers with a thoughtful packaging primer that covers the challenges of designing packaging for a competitive market in a very hardworking and relevant way.
DIVGain strategic insights on all aspects of package design. From starting with a blank slate all the way up to a finished product, learn the steps of executing effective package design solutions. /div
Creating a brand identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This practical handbook is a comprehensive introduction to this multifaceted process. Exercises and examples highlight the key activities undertaken by designers to create a successful brand identity, including defining the audience, analyzing competitors, creating mood boards, naming brands, designing logos, presenting to clients, rebranding and launching the new identity. Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries – digital media, fashion, advertising, product design, packaging, retail and more.
Traditionally, packaging has been the responsibility of specialist designers and suppliers. And ensuring cost effective packaging has been left to production, purchasing and packaging engineering departments. The importance of brand values in packaging is now recognized. With the dominance of self-service outlets the pack is the "silent salesman." Its effective use is vital to a successful marketing strategy. Whether you are working on an existing or new product, or venturing into new markets, packaging is a critical consideration. It will enable you to direct the focus of packaging design to improve design and cut costs. Guidelines are contained for you to achieve the optimum balance between packaging costs and sales performance. You will be shown how to think through the options prior to and during design work as well as how to maximize your own vital contribution.
Packaging Sustainability Take the lead with sustainable package design solutions The classic role of packaging is to “Protect, Inform, and Sell.” Today, packaging must do all that—but with minimal eco-impact. Packaging Sustainability: Tools, Systems, and Strategies for Innovative Package Design is a comprehensive guide to thinking outside the box to create practical, cost-effective, and eco-responsible packaging. With a broad range of contributions from pioneers of sustainability, Packaging Sustainability not only describes the concepts of sustainability but reveals the logic behind them, providing you with the tools to sift through and adapt to the ever changing barrage of materials, services, regulations, and mandates. The book: Enables the designer to make smart, informed decisions at all points throughout the packaging design process Offers a comprehensive overview of sustainable packaging design issues from leading practitioners, designers, engineers, marketers, psychologists, and ecologists Describes materials and processes in current use and helps the reader understand how they interconnect With solid information and actionable ideas, Packaging Sustainability gives you all the tools for maximizing a product’s shelf impact—while minimizing its ecological footprint.
The Marketer's Handbook: A Checklist Approach is a dream tool for marketing practitioners looking to increase performance. It delivers a powerful wealth of practical marketing information in checklist form. Armed with this resource, you will gain priceless marketing know-how with leading ideas, proven strategies & practical information organized in a quick & easy-to-use reference format. This handbook will help you to focus in on specific areas to ensure that you haven't forgotten anything. The wealth of information contained in each chapter is there to help you think about &consider just what it is that you have to do. The checklists help to identify, remind & prompt, & evolve questions to ask, on ideas, issues & considerations, that need to be acted upon. Checklists trigger thoughts & help to generate new ideas & new ways of doing things. Use the checklists to help you plan marketing programs, undertake research, develop strategies, segment your target market, develop products, setpricing, plan promotional activities & all of the other marketing related functions. The Marketer's Handbook: A Checklist Approach arms you with what you need to win. Free sample checklists are available to look at prior to ordering. ISBN: 0-9685593-3-6, CD-ROM, 2,715 pages, Price: $395.00 plus shipping & applicable taxes. E-mail: [email protected]. Web site: www.markcheck.com. Marcheck Publishing, P.O. Box 56058, Ottawa, DN, Canada KIR 721.
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
A one-stop color resource for all packaging and graphic designers Color Management for Packaging covers both theoretical and practical packaging design considerations. Every aspect of color for packaging is explored, including issues of standout, impact, legibility, appetite ratings, emotional responses to color, prepress requirements, technical considerations, and issues of aging and display. Not only is this a great ideas reference book, it is also a hardworking manual that gives designers the broad color knowledge with which to create more successful packaging designs. It shows how to work within budgetary constraints, create the right feel for a product, and create packaging designs that work with a number of different color palettes to accommodate separate product ranges. A consolidated resource, Color Management for Packaging arms designers with a thorough understanding of how to communicate with and manage color in all aspects of packaging design, and offers creative solutions for designing inspiring packaging in line with print and design budgets.