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Packaging Design : Successful Product Branding from Concept to Shelf,9780471720164

Packaging Design : Successful Product Branding from Concept to Shelf

by ;
Edition:
1st
ISBN13:

9780471720164

ISBN10:
047172016X
Format:
Hardcover
Pub. Date:
9/11/2006
Publisher(s):
Wiley
List Price: $55.00

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Summary

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

Author Biography

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.

Table of Contents

Acknowledgments viii
Foreword ix
Preface x
Accounting for the Past
1(32)
Developments through Emerging Societies
1(1)
Capitalism through the Ages
2(1)
History of Writing
3(1)
Printing
4(1)
The Beginnings of Visual Communication
4(1)
Industrialization
5(7)
Early Branding
12(1)
Lithography
13(1)
The New Economy
14(2)
Twentieth-Century Developments
16(4)
The Growth of the Packaging Design Business
20(3)
Consumer Protection
23(1)
Advancements in Packaging Design
24(5)
Ending a Century
29(1)
Design Today
30(3)
Defining Packaging Design
33(20)
Packaging Design as Communication
33(2)
Packaging Design in the Marketing Mix
35(1)
Reaching the Target Market
36(1)
Proprietary Features
37(1)
Packaging Design and the Brand
38(1)
Brand Evolution
39(1)
Brand Identity
40(1)
Brand Promise
40(2)
Brand Equity
42(1)
Brand Loyalty
43(1)
Brand Repositioning
44(1)
Brand Extension
44(2)
Packaging Design and Society
46(1)
Packaging Design Objectives
47(6)
The Stakeholders
53(26)
The Stakeholders in Packaging Design
53(2)
Professional Roles
55(6)
Checklist of What Every Designer Needs to Know
61(1)
Strategic Services
62(2)
Consumer Product Categories
64(1)
Professional Profiles
65(1)
Lisa Francella
66(2)
Debbie Millman
68(2)
Dean Lindsay
70(2)
Adrienne Muken
72(2)
Jason Lombardo
74(2)
Carson Ahlman
76(3)
Design Fundamentals
79(8)
Basic Design Principles
81(1)
Packaging Design Principles
82(1)
The Primary Display Panel
82(3)
The Well-Designed PDP
85(2)
Typography
87(18)
Typography and Packaging Design
87(1)
Categories of Type
88(1)
Typography and Technology
89(1)
Typography and Kerning
90(2)
Typographic Principles for Packaging Design
92(6)
Designing the Brand Identity
98(6)
Key Points about Typography
104(1)
Communicating with Color
105(14)
Basics of Color
105(1)
Color Terminology
106(1)
Color Distinguishes the Packaging Design
107(1)
Color Associations Vary
108(4)
Brand Building and Color
112(3)
Owning Color in Packaging Design
115(1)
Color Forecasting and Trends
116(1)
Color on the Computer Screen
117(1)
Packaging Design and Color in Retail
118(1)
Key Points about Color
118(1)
Communicating with Imagery
119(18)
Imagery and Cultural Perception
119(1)
Effective Uses of Imagery
119(4)
Illustration and Photography as Mediums for Imagery
123(2)
Appetite Appeal
125(1)
Cropping and Scaling Images
126(1)
Instructional Illustration
126(2)
Characters
128(3)
Graphic Devices
131(1)
Symbols and Icons
132(2)
Violators
134(2)
Key Points about Imagery
136(1)
Structures and Materials
137(28)
Structures and Materials in Packaging Design
137(3)
Paperboard
140(1)
Corrugated Paperboard
141(1)
Folding Cartons
142(1)
Folding Carton Styles
142(1)
Set-Up Boxes
143(1)
Canisters
144(1)
Other Paper and Paperboard Structures
144(2)
Plastics
146(4)
Blister Packs
150(2)
Glass
152(2)
Metal
154(1)
Cans
154(2)
Tubes
156(1)
Flexible Packaging
156(2)
Labels
158(1)
Closures
159(1)
Stock Packaging
159(1)
Structural Design
160(1)
Model Making
161(1)
Rapid Prototyping
161(1)
New Material Technologies
161(3)
Key Points about Structures and Materials
164(1)
Planning for Production
165(18)
Design Considerations for Materials and Production
165(1)
Understanding Technology
166(1)
File Management
166(1)
Art Files: Image vs. Vector
167(1)
File Naming
168(1)
The Packaging Die
169(3)
The Packaging Mechanical
172(1)
File Delivery and Pre-Flight
172(1)
Digital Work Flow
172(1)
Color and Printing
173(1)
Color Management
174(1)
Printing Processes
174(3)
Special Processes and Techniques
177(5)
Production Follow-Through
182(1)
Key Points about Production
182(1)
The Design Process
183(38)
The Marketing Brief
183(1)
Request for Proposals (RFP)
184(1)
The Design Proposal
184(1)
Determining Fees
185(1)
Agreement of Terms
186(1)
Beginning the Assignment
186(1)
Phase 1: Research and Analysis
187(1)
Category Analysis
188(1)
Product Analysis
188(1)
Brand Name
188(1)
Name Generation
189(1)
Visual References or ``Swipes''
190(1)
Concept Boards
191(2)
Phase 2: Preliminary Design
193(1)
Beginning a Design Strategy
193(1)
Brainstorming and Ideation Sessions
193(1)
Concepts and Strategies
194(2)
Sketching in Black and White
196(1)
Logotype Development
196(1)
Thumbnail Development
197(1)
Initial Layouts
198(1)
Visual Hierarchy
199(4)
Design Reviews and Presentations
203(4)
Phase 3: Design Development
207(4)
General Guidelines for Net Weight or Product Contents
211(1)
Comprehensives
211(4)
Research
215(1)
Phase 4: Final Design Refinement
216(1)
Billboard
216(3)
Phase 5: Pre-Production and Digital Mechanicals
219(1)
Production Checklist
219(1)
Key Points about the Design Process
220(1)
Considering the Environment
221(10)
The Three ``R's''
221(2)
Packaging and Life-Cycle Assessment
223(1)
The LCA Process
223(1)
Environmental Factors
224(2)
Source Reduction
226(1)
Waste Management
226(2)
Creating Change
228(2)
Key Points about the Environment
230(1)
Understanding Legal Issues
231(16)
Understanding Legal Issues
231(1)
Laws and Regulatory Agencies
232(3)
Excerpts from the FDA Food Labeling Guide
235(6)
FDA Additional Points
241(1)
FDA Terminology
241(2)
Intellectual Property Rights
243(2)
Counterfeiting and Packaging Design
245(1)
Key Points about Legal Issues
246(1)
Appendix A Creating a Folding Carton Comp 247(3)
Appendix B Packaging Design Portfolio 250(1)
Appendix C Professional Sources 251(1)
Bibliography 252(2)
Glossary 254(4)
Index 258


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