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

Entering the Profession

Successful packaging designers often come from schools with academically rigorous design programs. A new designer should be well-rounded, with knowledge of the design process—how to create packaging designs for consumer products that people respond to. A diverse range of skills is needed to develop a strong packaging design, one that distinguishes the brand from the competition in the retail environment; there is, therefore, room for entry-level designers whose strengths lie in different areas of packaging design. However, all entry-level designers should be motivated and have a solid foundation in conceptual thinking, typography, visual communication, layout, and color, and possess demonstrated abilities in three-dimensional design.

The packaging design business is ultimately about creating value for products and services. Career opportunities exist because of the millions of consumer products companies around the globe. Where there exists a consumer product company, there is usually an in-house design group and design firms nearby to service it. In the United States, there are opportunities at many Fortune 500 companies, including Avon, ColgatePalmolive, Estée Lauder, Elizabeth Arden, Godiva, Fisher-Price, Johnson & Johnson, Kraft, Limited Brands, Martha Stewart, Mattel, Pepsi, and at all of the brand strategy and design firms that work on the accounts of companies such as Bristol-Myers Squibb, Burton, Coca-Cola, Dole, Pepsi, Play-tex, Procter & Gamble, ...