Now in full-color throughout, the second edition of Packaging Design offers fully up-to-date coverage of the entire packaging design process, including the business of packaging design, design principles, the creative process, and pre-production and production issues. New chapters cover topics related to branding, business strategies, social responsibility, and sustainability. All new case studies and examples illustrate every phase of the process, making this the single most important guide for designers on how to create successful packaging designs that serve as the marketing vehicle for consumer products.…mehr
Now in full-color throughout, the second edition of Packaging Design offers fully up-to-date coverage of the entire packaging design process, including the business of packaging design, design principles, the creative process, and pre-production and production issues. New chapters cover topics related to branding, business strategies, social responsibility, and sustainability. All new case studies and examples illustrate every phase of the process, making this the single most important guide for designers on how to create successful packaging designs that serve as the marketing vehicle for consumer products.
MARIANNE ROSNER KLIMCHUK is the Chairperson and Professor of Packaging Design at the Fashion Institute of Technology (FIT) in New York City and Partner at designPracticum, specialists in design leadership and management. SANDRA A. KRASOVEC is Associate Professor of Packaging Design at FIT and Partner at designPracticum, specialists in design leadership and management.
Inhaltsangabe
Preface vii Acknowledgments viii 1 The History 1 The Growth of Trade 3 Emerging Communication 4 Early Commercial Expansion 5 The Industrial Revolution 10 Mass Production 12 Mid-Century Expansion 21 Consumer Protections 29 The Packaging Design Firm 29 New Refinements in Packaging Design 32 Changing Times and Values 35 2 Defining Packaging Design 39 What is Packaging Design? 39 Culture and Values 41 Target Market 42 Packaging Design and Brand 43 Fundamental Principles of Two-Dimensional Design 55 Packaging Design Objectives 58 3 Elements of the Packaging Design 64 The Primary Display Panel 64 Typography 65 Color 83 Imagery 91 Structure, Materials, and Sustainability 104 Production 128 Legal and Regulatory Issues 143 4 The Design Process 148 Predesign 148 Beginning the Assignment 151 Phase 1: Observation, Immersion, and Discovery 153 Phase 2: Design Strategy 158 Phase 3: Design Development 175 Phase 4: Design Refinement 196 Phase 5: Design Finalization and Preproduction 198 Retail Reality 198 Key Points about the Design Process 200 5 The Packaging Design Profession 201 The Stakeholders 201 Managing the Business 213 Entering the Profession 217 Glossary 223 APPENDIX A Consumer Product Categories 230 APPENDIX B Materials And Tools 232 Bibliography 233 Professional Credits 235 Figure Credits 237 Index 239
Preface vii Acknowledgments viii 1 The History 1 The Growth of Trade 3 Emerging Communication 4 Early Commercial Expansion 5 The Industrial Revolution 10 Mass Production 12 Mid-Century Expansion 21 Consumer Protections 29 The Packaging Design Firm 29 New Refinements in Packaging Design 32 Changing Times and Values 35 2 Defining Packaging Design 39 What is Packaging Design? 39 Culture and Values 41 Target Market 42 Packaging Design and Brand 43 Fundamental Principles of Two-Dimensional Design 55 Packaging Design Objectives 58 3 Elements of the Packaging Design 64 The Primary Display Panel 64 Typography 65 Color 83 Imagery 91 Structure, Materials, and Sustainability 104 Production 128 Legal and Regulatory Issues 143 4 The Design Process 148 Predesign 148 Beginning the Assignment 151 Phase 1: Observation, Immersion, and Discovery 153 Phase 2: Design Strategy 158 Phase 3: Design Development 175 Phase 4: Design Refinement 196 Phase 5: Design Finalization and Preproduction 198 Retail Reality 198 Key Points about the Design Process 200 5 The Packaging Design Profession 201 The Stakeholders 201 Managing the Business 213 Entering the Profession 217 Glossary 223 APPENDIX A Consumer Product Categories 230 APPENDIX B Materials And Tools 232 Bibliography 233 Professional Credits 235 Figure Credits 237 Index 239
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