Packaging Design : Successful Product Branding from Concept to Shelf

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

• ISBN13: 9780471720164
• ISBN10: 047172016X
• Format: Hardcover
• Copyright: 2006-09-11
• Publisher: Wiley

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