Packaging Design E-Book

Marianne R. Klimchuk

• Herausgeber: John Wiley & Sons
• Kategorie: Geisteswissenschaft
• Sprache: Englisch

Seitenzahl: 314

Veröffentlichungsjahr: 2013

Beschreibung

The fully updated single-source guide to creating successful packaging designs for consumer products

Now in full-color throughout, Packaging Design, Second Edition has been fully updated to secure its place as the most comprehensive resource of professional information for creating packaging designs that serve as the marketing vehicles for consumer products. Packed with practical guidance, step-by-step descriptions of the creative process, and all-important insights into the varying perspectives of the stakeholders, the design phases, 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 process of marketing consumer products. To address the most current packaging design objectives, this new edition offers:

• Fully updated coverage (35 percent new or updated) of the entire packaging design process, including the business of packaging design, terminology, design principles, the creative process, and pre-production and production issues
• A new chapter that puts packaging design in the context of brand and business strategies
• A new chapter on social responsibility and sustainability
• All new case studies and examples that illustrate every phase of the packaging design process
• A history of packaging design covered in brief to provide a context and framework for today's business
• Useful appendices on portfolio preparation for the student and the professional, along with general legal and regulatory issues and professional practice guidelines

Leseprobe

Contents

Cover

Title page

Copyright page

Preface

Acknowledgments

Chapter 1: The History

The Growth of Trade

Emerging Communication

Early Commercial Expansion

The Industrial Revolution

Mass Production

Mid-Century Expansion

Consumer Protections

The Packaging Design Firm

New Refinements in Packaging Design

Changing Times and Values

Chapter 2: Defining Packaging Design

What Is Packaging Design?

Culture and Values

Target Market

Packaging Design and Brand

Fundamental Principles of Two-Dimensional Design

Packaging Design Objectives

Chapter 3: Elements of the Packaging Design

The Primary Display Panel

Typography

Color

Imagery

Structure, Materials, and Sustainability

Production

Legal and Regulatory Issues

Chapter 4: The Design Process

Predesign

Beginning the Assignment

Phase 1: Observation, Immersion, and Discovery

Phase 2: Design Strategy

Phase 3: Design Development

Phase 4: Design Refinement

Phase 5: Design Finalization and Preproduction

Retail Reality

Key Points about the Design Process

Chapter 5: The Packaging Design Profession

The Stakeholders

Managing the Business

Entering the Profession

Glossary

Appendix A: Consumer Product Categories

Appendix B: Materials and Tools

Bibliography

Professional Credits

Figure Credits

Index

Cover Photographs: Znaps®, Amore/Znaps; Hartford Reserve, united*/A&P; Global Organics, Asprey Creative/Global Organics; Cucina di Carla® Fresh and Fast/Carla’s Pasta, Anthem!/Cucina di Carla® Fresh and Fast/Carla’s Pasta; Open Wines, Dossier Creative/Open Wines; Rocky Mountain Chocolate Factory, Dossier Creative/Rocky Mountain Chocolate Factory

Cover Sketches: True Lemon®, Blue Marlin/True Lemon; Znaps®, Amore/Znaps; Kashi® TLC® Crackers, Addis Creson/Kashi TLC®; SeaPak®, Smith Design/SeaPak

Copyright © 2012 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data: Klimchuk, Marianne Rosner. Packaging design : successful product branding from concept to shelf / Marianne Rosner Klimchuk and Sandra A. Krasovec.— Second edition. 1 online resource. Includes bibliographical references and index. Description based on print version record and CIP data provided by publisher; resource not viewed. ISBN 978-1-118-02706-6 (pbk.); ISBN 978-1-118-35860-3 (ebk.); ISBN 978-1-118-35854-2 (ebk.); ISBN 978-1-118-35861-0 (ebk.); ISBN 978-1-118-35463-6 (ebk.); ISBN 978-1-118-35464-3 (ebk.) 1. Packaging--Design. I. Krasovec, Sandra A. II. Title. TS195.4 658.5’64--dc23 2012006996 978-1-118-02706-6

Preface

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 expertise as managing partners at designPracticum, along with their extensive experience and global industry contacts, provide for a comprehensive viewpoint on the business of packaging design.

Acknowledgments

We owe a debt of gratitude to all of our industry colleagues. It was their energy and enthusiasm that kept us motivated in authoring this second edition. It was our professional colleagues who responded to every request and submitted such inspiring work. These professionals, and the firms and agencies they represent, make packaging design successful from concept to shelf.

Projects of all sorts were submitted to us; many came with rich and interesting case studies. It is our hope that in these pages you will get a feel for the enormous effort that goes into creating successful packaging design. Collaboratively stitching together people’s innovation, visionary ideas, production mastery, and leadership in sustainability is no easy feat. The fruits of those creative labors—packaging designs that are beautiful, successful, well-produced, and socially responsible—are what make our profession one we are proud to be part of. So thank you: to all the firms whose work is represented, and to the many other colleagues whose talents and support have inspired us.

Twenty-two years ago we met at a design firm, and we have shared an office—one filled floor-to-ceiling with packaging designs—for sixteen years since. During the time that we have been educators and consultants, we have developed a special bond. We owe much of our ongoing passion for packaging design to our students. It is their eagerness and enthusiasm for learning about the profession, their creative minds, their boundless energy, and their support of each other and of us that has kept us on our toes. Our alumni and countless industry colleagues have inspired us by their own enthusiasm for everything design.

We are grateful to all of our academic colleagues, outstanding design professionals in their own right: Candace Allenson, Cliff Bachner, Brian Hart, Susan Hewitt, Marilyn Johnson, Joan Nicosia, Diane Sheridan, Adam Straus, David Wagner, Barbara Wentz, George Wybenga, and countless others. Their professional knowledge, superb teaching abilities, and personal support have greatly influenced many aspects of this book. Karen Corell, our partner at designPracticum, and our spouses, Garth Klimchuk and Stephen Yip, have been patient beyond what we had a right to expect and forgave us the distractions of teaching, lecturing, and writing.

Our deepest gratitude goes to our families and friends for their love, patience, and support. In their own appreciation of packaging design, they have spent countless dollars on purchases that are engaging and worthy of our attention.

IN A PARTNERSHIP between marketing, design, and manufacturing, authorship and the creative process are shared so that ideas may flow freely. Professional pleasure comes from playing in a cooperative atmosphere that engenders openness, constructive criticism, and a contagious desire to assist each other in making motivational pictures. It is this attitude that makes anything possible.

Primo Angeli, Making People Respond

Chapter 1

The History

Humans have needed to gather, collect, store, transport, and preserve goods since time immemorial. Following is a brief exploration of how the advancements of civilizations, the growth of trade between peoples, technological inventions, and countless other historical events facilitated the evolution of what we have come to call packaging design.

From as early as the Stone Age, containers were fashioned from woven grasses and fibers, bark, leaves, shells, clay pottery, and crude glassware. These materials were used for holding goods—food, drink, clothing, and tools—for everyday use (fig. 1.1). Archaeologists’ discovery of such objects shows that early economies depended on packaging for sharing and transporting goods. As various peoples transitioned from nomadic hunting and gathering to settled agricultural production, demand was created for goods that were only produced in specific places. Trade in such goods was the forerunner to modern market economies (fig. 1.2).

The Sumerians, among the earliest of settled societies, dating back over five thousand years, developed a written communication system, initially consisting of a system of pictographs that enabled new forms of visual identification. With the Sumerian practice of year-round agriculture came a surplus of storable food, and pictographs served to identify these stored products (fig. 1.3). The Phoenician civilization inherited Sumerian writing and further developed it, creating the single-sound symbols—an alphabet—that became the foundation for the further evolution of Western written languages. Thus Sumerian pictographs evolved into the syllabic symbols that became the basis for the forms of written communication used by many cultures for almost two thousand years.

These early symbol systems developed from the need to establish identity in three ways: personal (who is it?), ownership (who possesses it?), and origin (who made it?). Such symbols were the forerunners of trademarks and brand identities. The Greeks took the letters of the Phoenician alphabet and turned them into beautiful art forms, standardizing each with component vertical and horizontal strokes based on geometric constructions. This marked the beginning of letterform design ().