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 ...

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