Packaging Essentials

Packaging Essentials

by Candace Ellicott, Sarah Roncarelli
Released June 2010
Publisher(s): Rockport Publishers
ISBN: 9781610580670

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Book description

This book outlines and demonstrates basic package design guidelines and rules through 100 principles in the areas of research, planning, and execution. This book is a quick reference and primer on package design, and the principles that make design projects successful. Highly visual and appealing to beginning designers, students, and working designers as a resource. The content helps to establish the rules and guides designers in knowing when and where to bend them. Visual examples demonstrate each principle so readers can see the principle at work in applied design.

Table of contents

  1. Cover
  2. Title Page
  3. Dedication
  4. Contents
  5. Introduction
  6. The Design Challenge
    1. 1: Get the Brief Right
    2. 2: Design for the Customer, Not for Yourself
    3. 3: Organizing a Product Range
    4. 4: Designing for a Private Label
    5. 5: Designing for Display
    6. 6: Relevance in Package Design
  7. Design Considerations: Materials
    1. 7: Research the Options
    2. 8: Glass and Bottle Design
    3. 9: Cardboard
    4. 10: Metal
    5. 11: Plastic
    6. 12: Wrappers
    7. 13: Innovative Materials
  8. Design Considerations: Form and Shape
    1. 14: Brand Guidelines that Include Shape
    2. 15: Form Defines Function, Function Defines Form
    3. 16: Designing a Bag
    4. 17: Molded Packs
    5. 18: Die Lines
    6. 19: Special Folds
    7. 20: Window Reveals
    8. 21: Innovation
  9. Design Considerations: Labels
    1. 22: Designing a Label
    2. 23: Shapes
    3. 24: Label Reveals and Folds
  10. Design Considerations: Printing
    1. 25: Four-Color Lithography
    2. 26: Lithography with Three or Fewer Colors
    3. 27: Flexography
    4. 28: Laser Etching
    5. 29: Screen Printing
    6. 30: Special Techniques: Special Inks and Varnishes
    7. 31: Special Techniques: Foil Stamping
  11. Marketing and Brand Considerations
    1. 32: A Package as a Sales Tool
    2. 33: Demographics
    3. 34: Psychographics
    4. 35: Designing within a Brand Standard
    5. 36: Masstige Packaging
    6. 37: What’s in a Name?
    7. 38: Packaging Mascots
    8. 39: Bath, Beauty, and Health
    9. 40: Technology
    10. 41: Confection and Candy
    11. 42: Wine and Spirits
    12. 43: Beverages
    13. 44: Books and Media
    14. 45: Fashion
    15. 46: Food
    16. 47: Home and Garden
    17. 48: Kids’ Products
    18. 49: Office and Art Supplies
    19. 50: Pet Products
    20. 51: Adult Novelty
  12. Sustainable Design
    1. 52: Sustainable Practices
    2. 53: Sustainable Printing
    3. 54: Plastic Options
    4. 55: Paper Options
    5. 56: Multiuse Packaging
    6. 57: Biodegradable and Recyclable Packages
  13. The Design Process
    1. 58: Create an Emotional Connection
    2. 59: Tell a Story
    3. 60: Setting the Right Tone
    4. 61: Playful Design
    5. 62: Metaphors and Similes
    6. 63: Humor and Wit
    7. 64: Provide Information
    8. 65: The Art of Exaggeration
    9. 66: Fake It with Faux
    10. 67: Achieving Balance
    11. 68: Explore Pattern
    12. 69: Rules and Lines
    13. 70: Painting and Drawing
    14. 71: Iconography and Symbolism
    15. 72: Woodcuts and Drawings
    16. 73: Photography
    17. 74: Retro Design
    18. 75: Tactical Use of Color
    19. 76: Lack of Color
    20. 77: Abundance of Color
    21. 78: Don’t Hide the Substrate
    22. 79: Minimalist Design
    23. 80: Consider All Sides
    24. 81: Hierarchy and Dominance
    25. 82: Type Basics
    26. 83: Fonts Create Mood and Character
    27. 84: Handmade Type
    28. 85: Type as Imagery
    29. 86: Adapting from Other Languages
    30. 87: Bar Codes and Important Information
    31. 88: Shelf Impact
    32. 89: Product Protection
    33. 90: Unpack the Package
    34. 91: Functionally Convenient Design
    35. 92: Packaging Several Products
    36. 93: Decorative Packages and Collectibles
    37. 94: Bottlenecks, Stickers, and Other Add-ons
    38. 95: Breaking the Rules
  14. Access and Review
    1. 96: Proofing and Making Alterations
    2. 97: Gauging ROI
    3. 98: Anticipating the Brand Tomorrow
    4. 99: Customer Research
    5. 100: Celebrate a Successful Package Design
  15. Contributors
  16. About the Authors
  17. Copyright Page

Product information

  • Title: Packaging Essentials
  • Author(s): Candace Ellicott, Sarah Roncarelli
  • Release date: June 2010
  • Publisher(s): Rockport Publishers
  • ISBN: 9781610580670