B. Stewart, Sheffield Hallam University, UK
This chapter firstly considers the packaging design process, describing the interaction of elements and activities that make up a typical design study. It then examines each of these in greater detail, beginning with the brief and progressing through research of both technical and market issues. Description of the design phase follows, looking at stimulating creativity, generating concepts, working with both structural and graphic elements through to analysing design candidates and recommending solutions. Finally, the process is illustrated through a case study.