Packaging Design : Successful Product Branding from Concept to Shelf

by Klimchuk, Marianne R.; Krasovec, Sandra A.

Edition:

1st

ISBN13:

9780471720164

ISBN10:

047172016X

Format:

Hardcover

Pub. Date:

9/11/2006

Publisher(s):

Wiley

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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.

Acknowledgments

viii

Foreword

Preface

Accounting for the Past

(32)

Developments through Emerging Societies

(1)

Capitalism through the Ages

(1)

History of Writing

(1)

Printing

(1)

The Beginnings of Visual Communication

(1)

Industrialization

(7)

Early Branding

(1)

Lithography

(1)

The New Economy

(2)

Twentieth-Century Developments

(4)

The Growth of the Packaging Design Business

(3)

Consumer Protection

(1)

Advancements in Packaging Design

(5)

Ending a Century

(1)

Design Today

(3)

Defining Packaging Design

(20)

Packaging Design as Communication

(2)

Packaging Design in the Marketing Mix

(1)

Reaching the Target Market

(1)

Proprietary Features

(1)

Packaging Design and the Brand

(1)

Brand Evolution

(1)

Brand Identity

(1)

Brand Promise

(2)

Brand Equity

(1)

Brand Loyalty

(1)

Brand Repositioning

(1)

Brand Extension

(2)

Packaging Design and Society

(1)

Packaging Design Objectives

(6)

The Stakeholders

(26)

The Stakeholders in Packaging Design

(2)

Professional Roles

(6)

Checklist of What Every Designer Needs to Know

(1)

Strategic Services

(2)

Consumer Product Categories

(1)

Professional Profiles

(1)

Lisa Francella

(2)

Debbie Millman

(2)

Dean Lindsay

(2)

Adrienne Muken

(2)

Jason Lombardo

(2)

Carson Ahlman

(3)

Design Fundamentals

(8)

Basic Design Principles

(1)

Packaging Design Principles

(1)

The Primary Display Panel

(3)

The Well-Designed PDP

(2)

Typography

(18)

Typography and Packaging Design

(1)

Categories of Type

(1)

Typography and Technology

(1)

Typography and Kerning

(2)

Typographic Principles for Packaging Design

(6)

Designing the Brand Identity

(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

Packaging Design : Successful Product Branding from Concept to Shelf

9780471720164

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Summary

Author Biography

Table of Contents