Packaging Essentials

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