Packaging Design: Successful Product Branding From Concept To Shelf

Packaging Design: Successful Product Branding From Concept to Shelf

The fully updated single-source guide to creating successfulpackaging designs for consumer productsNow in full-color throughout, Packaging Design, SecondEdition has been fully updated to secure its place as the mostcomprehensive resource of professional information for creatingpackaging designs that serve as the marketing vehicles for consumerproducts. Packed with practical guidance, step-by-step descriptionsof the creative process, and all-important insights into thevarying perspectives of the stakeholders, the design phases, andthe production process, this book illuminates the business ofpackaging design like no other.Whether you're a designer, brand manager, or packagingmanufacturer, the highly visual coverage in Packaging Designwill be useful to you, as well as everyone else involved in theprocess of marketing consumer products. To address the most currentpackaging design objectives, this new edition offers:Fully updated coverage (35 percent new or updated) of theentire packaging design process, including the business ofpackaging design, terminology, design principles, the creativeprocess, and pre-production and production issuesA new chapter that puts packaging design in the context ofbrand and business strategiesA new chapter on social responsibility and sustainabilityAll new case studies and examples that illustrate every phaseof the packaging design processA history of packaging design covered in brief to provide acontext and framework for today's businessUseful appendices on portfolio preparation for the student andthe professional, along with general legal and regulatory issuesand professional practice guidelines