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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

de*ions 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

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.

　　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.

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书籍介绍

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