Klimchuk Marianne R., Krasovec Sandra A. Packaging Design: Successful Product Branding from Concept to Shelf

Hoboken: John Wiley & Sons,, 2013. - 258 p. (2 Edition)
ISBN13: 978-1118027066Packaging Design: Successfully branding a product from concept to shelf.
The primary goal of this second edition of Packaging Design: Successful Product Branding from Concept to Shelf is to serve as a guide for those working in the disciplines of packaging and graphic design, marketing and communications, advertising, display and exhibit design, product development, manufacturing, and industrial design and engineering. Marketers, designers, researchers, product developers, manufacturers, printers, and any other professionals involved in the world of consumer branding will find this book an invaluable resource. Consumers, informed and design-savvy in their own right, will also find the process of getting a product from concept to shelf — whether that shelf be at the corner store or in a high-end retail environment — enlightening. Many will not have thought before about the complexity of developing the packaging design for all of the products they purchase.
This updated edition details, step-by-step, the design methodology for developing packaging designs and explains how those designs function as the marketing vehicles for consumer products. A condensed historical overview provides a perspective on the business of packaging design. The other sections thoroughly explicate the visual elements; design principles; processes from concept to production; consumer marketing strategies; and environmental, legal, and global economic issues that significantly impact packaging design.
The successful marketing of consumer products hinges on their packaging design; herein you will find more than two hundred images that include typographic studies and illustrations of concept sketches, design development, primary display panels, and packaging redesigns. Case studies round out the depiction of designs that stand out from their competition. The text also includes information on stakeholder roles, anecdotes from working designers, design pointers, and career advice, as well as interviews that reflect the life of an industry professional.
The authors, full-time faculty members at the Fashion Institute of Technology (FIT), the only institution in the United States that offers a BFA degree in packaging design, have each over thirty years of combined academic and professional experience. Their design thinking and business pertise as managing partners at designPracticum, along with their extensive experience and lobal industry contacts, provide for a comprehensive viewpoint on the business of packaging design.