Packaging Design: Successful Product Branding From Concept to Shelf, 2nd Edition

Cover Design: Marianne Rosner Klimchuk and Sandra A. Krasovec

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

This book is printed on acid-free paper.

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

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

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, ...